After more than 10 years of bringing a sense of occasion to everyday wardrobe essentials, design duo Christie Smythe and Andrea Lenczner felt ready for a refresh.

It began with a design evolution from making only jackets, coats and blazers to full ready-to-wear, and continued with a full rework of the Smythe identity. “Working with Open, we landed on a design that stayed true to our origins but also elevated the brand,” explains Lenczner.

The latest bold move for the Toronto designers is a plunge into e-commerce. As part of this project, the agency created a beautiful film to launch the new site. “This was our way of saying ‘we’re now live’ to our followers and friends in a playful, creative way” says Christie Smythe.

See Creative agency Open is helping fashion label Smythe rebrand and relaunch its website with e-commerce. for more.

Production Company: Skin and Bones Film Company Inc. Director: Michael Chiang Executive Producer: Liane Thomas Producer: Luke Bryant Cinematographer: Rico Moran Off-Figure Stylist: Jeanie Lee Post: Post Production Company: Nice Shoes Executive Producer: Kristen Van Fleet Colourist: Roslyn Di Sisto Audio: Music / SFX: Apollo Studios Composer: Mike Wise Creative Director: Daenen Bramberger Audio Producer: Tom Hutch