Lucky Brand is a US based fashion retail brand founded in 1990 by Gene Montesano and Barry Perlman, with the goal of creating a product of good quality and good humor. Their initial foray into fashion started with denim; since then, Lucky Brand has expanded their fashion line to a broader focus, without sacrificing quality. These are some concepts designed for one of Lucky Brand’s seasonal campaign. The goal was to create a fusion of urban utilitarianism, iconography, and a wee bit of retro-inspired design that would elevate Lucky Brand for the upcoming season.