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.
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 Production Company: Nice Shoes
Executive Producer: Kristen Van Fleet
Colourist: Roslyn Di Sisto
Music / SFX: Apollo Studios
Composer: Mike Wise
Creative Director: Daenen Bramberger
Audio Producer: Tom Hutch