Project: QVC Women’s Apparel

Project Overview

American Leather Co. is a women’s handbag brand that crafts beautiful leather goods for women to be themselves in. This project flourished out of a conversation around starting a new vertical for the Co. - women’s apparel. This exciting venture became a direct collaboration with QVC who showcased the new line on two separate on-air segments. The team was thrilled with the results and more airings are scheduled for 2024 + 2025 featuring new apparel concepts I designed.

My Role

As Creative Director for American Leather Co. I took the lead on this project and worked one-on-one with the QVC team through the entire design process. Helping to conceptualize products for development, I crafted the initial design sketches and pitch deck. I helped to design the garments and incorporated the American Leather Co. brand story through each piece in unique ways such as using a distressed leather finishing, using the ALC logo on hardware and even incorporating the stitchwork found in the popular Cleveland Backpack in the jackets and belts.

Result

In December 2023, we launched our first set of products on-air including a leather blazer, leather skirt and leather belts. In February of 2024, we launched a leather moto jacket that sold $14k per minute during the segment. More pieces are scheduled for Fall 2024 and Spring 2025.