Service
Branding, Design, Creative Direction, Marketing &
E-Commerce
Location
UK
Industry
Fashion
Date
2011-2015
keungzai was born out of a personal passion to create ethical, quality clothing with a timeless aesthetic
Established in 2011, the contemporary label for style-savvy women, mothers and mothers-to-be offered affordable luxury for modern women, during and after preganncy.
Forming the essential styling blocks, accented with bold prints and luxurious textures, the brand became the fashion editor's maternity-friendly favourite, recommended by STYLIST and Harper's Bazaar's Royal Babywatch blog.
Michelle designed the collections, sourced locally knitted & dyed fabrics and produced the garments in collaboration with a local UK studio. Leading every detail, from brand concept, to marketing, creative direction, e-mail marketing, SEO, website design and e-commerce management, Michelle successfully launched and grew the homegrown business to a globally recognised maternity-friendly fashion label.
The Keungzai range successfully gained international wholesale accounts across the U.S., Asia and Europe, sold direct to consumer through its namesake website & app, and through third-party channels such as Amazon and Notonthehighstreet.com.
"...chic, boutique-style clothes for baby bumps, there's a range of maternity clothes we're lusting after (pregnant or not)."
"sophisticated, timeless – and flattering."
ICONS by Keungzai
In 2014, Michelle produced the final collection under ICONS by Keungzai, a premium womenswear brand delivering a capsule collection of iconic stape pieces, juxtaposed with bold prints and luxurious textures.
credits
Keungzai
Photography: Odi Caspi
Stylist: Fabienne Hebrard
Stylist's Assistant: Nadia Guergueb
Make-Up: Remy Morris
Hair: Micky Kastly
Models: Katie Farr & Jane Legg
Jewellery: Linnie Mclarty & stylist's own
ICONS by Keungzai
Photography: Rhian Cox
Art Direction: Michelle Lee
Stylist: Fabienne Hebrard
Hair/Make-Up: Alexandra Dawes
Model: Qendresa Sopa