Lucky Brand was founded in 1990 with a spirit of reinvention, rooted in premium denim, Americana, and self-expression. With an increasingly saturated denim market, the need to differentiate and reestablish leadership in the category became clear.

I worked closely alongside leadership and Lucky’s in-house team to refresh the iconic brand’s trim and denim hardware. An eye-catching red was selected as a prominent element for the trim package, taking inspiration from the classic 90’s jeans and keeping true to the American heritage of Lucky brand.