Lueur is a fashion campaign with the aim to encourage positive and social shopping experiences for all women, regardless of size, shape, or style. Lueur means "glow" in French, because it believes that shopping should always be fun, easy, and about making women feel confident exactly as they are.
The first part of the Lueur campaign is a temporary retail store which showcases highly-curated brands that are size inclusive, meaning they offer the full range of sizes, from 00-40, petite to tall. It’s a new concept that serves as online shopping within a physical store; where women can go in, try out clothes, get the help of on-site stylists, and put together an order which will get shipped within 24h. Lueur introduces women to brands that work for their bodies and styles so they can leave feeling confident and with the tools to shop better in the future. The second part is an event called the All-Inclusive, held within the store. It builds upon the confidence-boosting purpose of Lueur, and includes more of an experience w food, music, drinks, makeover stations, photo op set-ups, and lounging areas to socialize. Lastly, there is a workshop for local retail businesses so that they can learn about why it is smart to be more size inclusive in their range of options, both for their customers' sake, and as a profitable business choice.
The branding approach for the project utilizes a bold, feminine, and energetic style, from the typography which pairs the expressive and fashion-like Americana with the legible, friendly, and characteristic Carnero, to the contrasting bold and soft colour palette of the brand. The logo is custom-made with a highly recognizable, beautiful, and dynamic 'L', which can be used on its own as a monogram. A major component of the project was art directing the photoshoot and videography to create content for all the marketing material, including the video ad series, posters, and billboards. Alexis collaborated with a graduating Sheridan photography student, Sahar Rana, from conception to creating the set design, and sourcing other Sheridan students in the Performance and MUA programs for modelling and makeup.