May Collection

The May collection—shot in a sun-soaked “European Summer” setting—was rich in texture and print, from breezy knits, woven straw bags, and glossy satins to bold stripes, delicate florals, and a heavy dose of fruit motifs.

Here, I’m primarily showcasing my initial drafts, where I paired the editorial imagery with a condensed uppercase serif I felt captured the sophistication of the European Summer story, but was ultimately deemed too far off-brand for Francesca’s. “Summer Wovens” and “Slip Dress Feature” still include placeholder copy, as they were early design explorations.

Also featured is the “Fruit Prints” email, where I transformed the header into a farmer’s market stand illustration to play off the headline “Farmstand Fresh.” I incorporated fruit artwork from multiple sources into a cohesive visual story—each section pairing a fruit with products “from the same tree” for a playful, thematic touch.

Note: Some GIFs have been compressed for web display; original assets maintain sharper detail and accurate color.

“Summer Wovens” Email Draft

“Slip Dress Feature” Email (Still)

“Fruit Prints” Email

‘Slip Dress Feature’ Email Header GIF Draft

“Slip Dress Feature” Email Social GIF