CASE STUDY · TREND STRATEGY & PRINT DESIGN
Retro Wave
CASE STUDY · TREND STRATEGY & PRINT DESIGN
Process Overview
STUDIO PHILOSOPHY · NORTH STARS
When I launched Sullivan Street Studio, I had two non-negotiables: respect for the artists with whom I partnered and a commitment to delivering unique designs to clients. Creatively, this meant a departure from the standard print studio model; I looked beyond traditional surface designers, also inviting fine artists, graphic designers, and illustrators to translate their vision into the world of print.
My goal was to support and inspire artists while maintaining a studio structure that honored their busy schedules and met client needs.
STUDIO STORIES
Studio stories were developed approximately two years in advance of retailer deliveries (see below), beginning with a top-level analysis of global economic and political events, societal shifts, emerging communities, and generational trends.
After sifting through these higher level trends, I’d develop three to four stories, each offering a distinct emotional and visual perspective. Studio stories would be shared with artists as three-page briefs, complete with mood boards, color palettes and curated references.
CASE STUDY · TREND STRATEGY & PRINT DESIGN
Studio Stories · Retro Wave
The Retro Wave story, developed for the S/S 2024 season, was born from discussions around how the world was beginning to reorient itself after the global traumas of previous years. People were cautious, but had emerged from the comfort and safety of their homes to explore and rediscover. Trends in the earliest part of the 20s had focused more on soothing color, nature, tacticity and nesting. Moving into 2024, a focus on heritage and discovery — along with the clash between technological advancements and an ecological reckoning — caused a seismic shift in design.
Retro Wave tapped into a few key drivers: color styling, texture and softer compositions. Bolder color was tempered with muddy pastels and earthy neutrals, pushing palettes vintage and speaking to the resurgence of thrifting driven by the abovementioned ecological concerns. Mimicing texture and the tactile nature of fabrics also tapped into a focus on vintage textiles and deadstock, while overlapping and larger-scale compositions evoked a sense of calm.
SELECTION OF ARTWORK CREATED FOR RETRO WAVE STORY
Artwork created by Sofia Ledesma, Rachel Parker, Lilian Farag, Leticia Andressa & Irina Ruggeri | Zankov, Emlio Pucci, Ulla Johnson · Photos courtesy Vogue.comS/S 2024 FORECAST CONFIRMATION
CASE STUDY · TREND STRATEGY & PRINT DESIGN
Application
The Webster founder Laure Hériard Dubreuil chose a wildly fun print from the Retro Wave story for the launch of her eponymous collection.
The print, by studio artist partner Rachel Parker, was executed in two colorways, the original periwinkle/coral and an analogous palette of vermillion/coral.
Photos courtesty of The Webster & Sullivan Street Studio
