Meet ‘The Anywhere and Everywhere Dress’ of this season and all seasons to come. When designing a piece as important as a Today’s Special Value, we always set out to incorporate the things you love most about LOGO as well as some unexpected new twists- it’s ALWAYS got to have style, comfort and maximum wearability. This dress is all that and more. It’s created in our insanely soft and drapey LOUNGE jersey with a handkerchief hem and perfect v-neckline. And the best feature of all? We’re giving you an elbow-length sleeve that’s universally flattering, and exactly what you’ve been asking for! Offered in five stunning, beloved colors- black, maple, deep marine, red clay, and soft teal, this dress is versatility at its finest. Our hope is that you’ll reach for it anytime you’re headed to the office, to the beach, a day out shopping or literally ANYWHERE!
Once a TSV is designed and developed, the fun only continues as we approach the TSV day. These days are so incredibly meaningful to us. We get to spend 24 hours with you, sharing our excitement for styling and fashion. And so for each TSV, our team here at LOGO works diligently to capture why this piece is so fabulous and important. Of course, you all get to see the finished product and Lori’s take on it throughout those wonderful 24 hours, but we thought you might enjoy a behind-the-scenes look at our TSV campaigns from our perspective as summer interns at team LOGO. After all, photoshoots are where Lori made a name for herself, and she’s inspired each of us to create campaigns as only Lori knows how. Talk about high pressure but serious fun!!
When brainstorming concepts for this TSV campaign, we knew a dress this multifaceted needed to be showcased in a way that everyone could relate to. And so, with each color representing a different side of you, ‘ The Anywhere and Everywhere Dress’ concept was born.
We picked five different New York City locations that best matched the feeling we got from each color. From hanging out by the pool to shopping in the city, we created five vibes that best told the story of how this dress becomes part of your everyday life. ‘The Anywhere and Everywhere Dress’ is all about embracing the different and unique moments of a woman’s life.
Once the concept was finalized, it was time to search for the right model for this campaign. We scouted out models from various agencies in New York, while keeping in mind that we always want someone that embodies the spirit of LOGO- fun, effortless and willing to go for it. And there was no one more perfect for the job than Taylor. We scheduled a “go-see” for Taylor to visit our main office, and after she tried on the dress, it immediately affirmed that she was our gal.
Next up, it was time to style the different colored dresses with their appropriate accessories, taking into consideration the location we were shooting each dress. Michaella our styling manager loves nothing more than this! We relied on all the pieces created around this dress- our new raw edge denim jacket, our favorite lace underpinning top, and several sunglasses and Links from our collection. Once complete, Lori put her discerning eye on them and offered important tips and tweaks to perfect the looks.
From those looks, our brand manager Lindsay and photographer Jessie created moodboards and a shot list for the team. A vision and a shot list are both crucial because they ensure every look is styled with its right accessories and props, so nothing is forgotten or has to be reshot. This also includes minute-by-minute timing of the day so we can stay on track and make the best use of natural lighting and our model’s time with us. Now we’re officially ready for the big day- and we’re especially excited because it’s our very first time on a shoot!!
The entire LOGO team woke up bright and early to meet at 7am at the Dream Hotel downtown. After some steaming, touch ups and laying out each look (and a much needed coffee run), we were finally ready to start shooting!
The moment Taylor slipped on look #1 we fell in love with the dress all over again… but to a whole new level. It’s so chic and fits like a dream. Even Taylor seemed shocked by how comfortable the dress was and immediately said “now THIS is soft!”
We began at the rooftop pool at the Dream Hotel. While hotel guests settled in for a day in the sun, we hustled about with our model Taylor, stylist Michaella, product development manager Nina, brand manager Lindsay and photographer Jessie. The seven of us swarmed in and took over much of the scene. We thought we were beating the pool crowd, but we were so wrong!! Onlookers were clearly very interested to see what was happening, and many of them asked what we were up to. It was pretty exhilarating to be a part of something with such a buzz. Definitely a memorable NYC moment for us!! The ‘pool day’ look was our most simple and straight-forward. Paired with just some bold sunglasses and a pool slide in tow, this look was really all about the dress and its fabulous drape. We played around with a few settings and props until we all knew we “had the shot.”
Our original plan was to shoot our ‘night out’ look last because it was our only location that was indoors. Summers in the city are a scorcher, so we planned everything around minimizing our time in the high afternoon sun. However, when we left the hotel pool and entered the lobby, we quickly fell in love with the ambiance and knew we had to take advantage of the empty hotel bar and chic furniture. And so, Taylor and the team rushed upstairs to switch into the next look. Although this wasn’t our initial shot plan, it takes time to get into the flow of a photoshoot and it made this look even more fun and spontaneous to capture. Always key to be nimble!! Once in the hotel bar, we shot Taylor in the sophisticated black dress and a killer LInks necklace. The black raw edge denim jacket was also placed gently over her shoulders in some shots to show how denim can easily be worn on a night out! About fifteen minutes in though, a hotel manager came by to shut our operation down. It was really quite funny, because we knew all along this was a real possibility, but you just have to go for it!!
And just like that, we were back on schedule to shoot our ‘stroll in the park’ look. We really wanted the beautiful soft teal color of this dress to emulate its surroundings, and so we thought The High Line would have the perfect balance of greenery and NYC landscape (something you don’t get too often here in New York!). Thankfully The High Line was only a block away from the hotel, so with our denim jacket, accessories and camera in hand we set off for The High Line. Styling options are endless with this one, so we incorporated our Layers lace underpinning top, a LOGO crossbody bag and our denim jacket tied around her waist to truly show that the dress has no bounds!
For our ‘shopping spree’ look, we walked back towards The High Line again after a quick change where there were cobblestone streets, boutiques, and restaurants nearby. Although it was a little tricky to get solo shots of just Taylor, Jessie was able to work her magic even with the crowds and cars around. Taylor posed in front of shops and even playfully walked across the street (too many times to count!), laughing and having a good time. Here we styled the dress in multiple ways, with and without a denim jacket and a gorgeous Links necklace. We even stuffed the purple and black shopping bags to make it look like a realistic shopping spree! It was fun learning the tricks of the trade.
And finally, to channel that inner boss lady inside each of us, we knew the maple was the right color that best captured this vibe. Maple is an understated neutral mauve tone that can feel more serious if you’d like it to. To make Taylor seem a little more business-y, we had her wear readers and carry a newspaper, along with our brand manager, Lindsay’s laptop sleeve. We initially wanted to have her hail a cab but once we realized that wasn’t working, we amped up the look with accessories, including the black denim jacket and a matching belt, to create the best ‘9 to 5’ look we could muster. It’s really not hard when you have just a few key easy pieces to play with!
After a full morning of shooting from 8am-12pm, we wrapped the day in our office to get studio shots of Taylor in the dress. If you know Lori at all, you know she LOVES options, so we decided backup shots should be taken in our photo studio in Chelsea. Even standing in front of blank seamless paper and without any NYC backdrops this dress is a stunner. It’s exactly what you want to reach for no matter where you are going. It allows the wearer to shine and style without much thought or effort at all. What’s better than that?
All in all, it was such an amazing experience to see something like this be created from beginning to end. To work so hard on a vision, execute it and share it with all of you is a dream… for us and for the entire LOGO team. It was hard work- we’ll tell you that- but doing anything with passion is so well worth it! We hope you love this dress and love how we decided to capture it for you all. We cannot wait to see how you take this dress ANYWHERE AND EVERYWHERE!! As always, don’t forget to #LOGOFIED.
Lana, Nimaanee and all of team LOGO
Click here to shop the Today’s Special Value!
Enjoy some behind-the-scenes look at our TSV campaign shoot!