SSXX
A 'seasonless' collection designed to appeal to loyal customers while evolving aesthetically.
Direction
Vision
SSXX evolves a seasonless signature aesthetic while responding to the freshness a new season demands, using data-led insight to balance modern expression with commercial confidence.
The decision
Core Challenge
Exploring how to refresh a timeless DNA without alienating a simulated brand's core customer, pushing creative direction while remaining accessible and scalable.
Concepts
Concept Exploration
Revisiting best-selling styles to see which could be evolved to allow innovation without losing continuity is the starting point.
Inside the workflow
Behind The Scenes × MercuriDash
Step 1: Past performance data and best-selling styles introduced as signals in the project, shaping early design exploration and category focus.
Step 2: A dedicated brand DNA defined to anchor creative exploration, ensuring experimentation remained within aesthetic boundaries.
Step 3: Target cost and RRP thresholds set early in the brief, guiding the team toward commercially viable decisions without limiting creative range.
Step 4: Designers collaborate in a shared project space with role-based permissions, every decision is logged so project activities can be tracked.
Step 5: External collaborators invited at project level to provide essential input, align early around ideas and enable easy sharing of assets.
Step 6: Final designs refined with internal and external feedback, exports can be compiled with overall verdict and decision histories and tech specs created on platform.
Outcomes
Commercial Outcomes
The signature line evolved without a single core block change, and repeat styles stayed in the range on evidence rather than on argument.
What's next
Next Steps
Final selections would be confirmed following feedback, before moving into tech pack completion, factory alignment, and sampling.