Shopbop is that rare thing: a multi-brand retailer with an actual point of view. Amazon-owned
since 2006, it's the halo of Amazon's fashion business — the data and logistics of the largest retailer on earth, aimed at a focused customer through a real editorial voice. Most multi-brand
retailers dilute themselves serving a thousand designers. Shopbop never did.
THE PROBLEM
The customer was fiercely loyal because the brand knew exactly who it was for: people who love fashion but don't take it too seriously. The branding hadn't kept up — no real rebrand since inception. And the deeper problem is structural. A multi-brand retailer needs one identity in service of many, and fashion moves every season. The brand had to move with it without losing itself.
THE APPROACH
The 2017 rebrand — the first in company history — set the anchor: a canvas, not a costume. A 2021 evolution kept it current without touching the foundation. On top of that anchor we built the seasonal system: guest typography beside the core fonts, palettes engineered to feel of-the- moment and still resolve back into the brand, graphic languages pulled from the runway and the culture. Fresh every season. Unmistakably Shopbop, always. The differentiator was never a fixed identity — it was the discipline to chase trend without losing the thread.
THE RESULT
I was trusted with creative stewardship through a period of exceptional growth — years in which Shopbop scaled into one of Amazon's largest retail subsidiaries, with estimated revenues approaching the half-billion mark. Growth ran in every direction: beauty launched, mens integrated, private labels built, pop-ups across the country, and one of the most effective influencer programs in retail.
ROLE
Creative Direction, Design Direction
KEY COLLABORATORS
Alexandra St Amour (Creative Director 2017-2020)
Rachelle Dupere (Creative Direction & Art Direction)
Loni Andreen (Shopbop CCO)
Lauren Edelstein (Styling Direction)
Christina Pellegrini, Jenna Gottlieb (Editorial Direction)
Sean Morrissey, Carly Rosenberg (Marketing Heads)
Meghan Vondra (Production and Admin)
Red Antler (2017 Rebrand partner agency)
Additional credits in case studies
Shopbop is a multi-brand retailer with a genuine point of view — rare in a category built on diluting identity to service a thousand designers. Owned by Amazon since 2006, it functions as the halo of Amazon's fashion business, pairing the company's data and logistics with a focused audience and a real editorial voice. At its core, the brand exists to spark style obsession: a trusted style confidante that treats fashion as fun, not exclusive.
THE PROBLEM
The customer was fiercely loyal because the brand knew exactly who it was for: people who love fashion but don't take it too seriously. The branding hadn't kept up — no real rebrand since inception. And the deeper problem is structural. A multi-brand retailer needs one identity in service of many, and fashion moves every season. The brand had to move with it without losing itself.
THE APPROACH
The 2017 rebrand — the first in company history — set the anchor: a canvas, not a costume. A 2021 evolution kept it current without touching the foundation. On top of that anchor we built the seasonal system: guest typography beside the core fonts, palettes engineered to feel of-the- moment and still resolve back into the brand, graphic languages pulled from the runway and the culture. Fresh every season. Unmistakably Shopbop, always. The differentiator was never a fixed identity — it was the discipline to chase trend without losing the thread.
THE RESULT
I was trusted with creative stewardship through a period of exceptional growth — years in which Shopbop scaled into one of Amazon's largest retail subsidiaries, with estimated revenues approaching the half-billion mark. Growth ran in every direction: beauty launched, mens integrated, private labels built, pop-ups across the country, and one of the most effective influencer programs in retail.
ROLE
Creative Direction, Design Direction
KEY COLLABORATORS
Alexandra St Amour (Creative Director 2017-2020)
Rachelle Dupere (Creative Direction & Art Direction)
Loni Andreen (Shopbop CCO)
Lauren Edelstein (Styling Direction)
Christina Pellegrini, Jenna Gottlieb (Editorial Direction)
Sean Morrissey, Carly Rosenberg (Marketing Heads)
Meghan Vondra (Production and Admin)
Red Antler (2017 Rebrand partner agency)
Additional credits in case studies
Shopbop is a multi-brand retailer with a genuine point of view — rare in a category built on diluting identity to service a thousand designers. Owned by Amazon since 2006, it functions as the halo of Amazon's fashion business, pairing the company's data and logistics with a focused audience and a real editorial voice. At its core, the brand exists to spark style obsession: a trusted style confidante that treats fashion as fun,
not exclusive.
THE PROBLEM
The customer was fiercely loyal because the brand knew exactly who it was for: people who love fashion but don't take it too seriously. The branding hadn't kept up — no real rebrand since inception. And the deeper problem is structural. A multi-brand retailer needs one identity in service of many, and fashion moves every season. The brand had to move with it without losing itself.
THE APPROACH
The 2017 rebrand — the first in company history — set the anchor: a canvas, not a costume. A 2021 evolution kept it current without touching the foundation. On top of that anchor we built the seasonal system: guest typography beside the core fonts, palettes engineered to feel of-the- moment and still resolve back into the brand, graphic languages pulled from the runway and the culture. Fresh every season. Unmistakably Shopbop, always. The differentiator was never a fixed identity —
it was the discipline to chase trend without losing the thread.
THE RESULT
I was trusted with creative stewardship through a period of exceptional growth —
years in which Shopbop scaled into one of Amazon's largest retail subsidiaries, with estimated revenues approaching the half-billion mark. Growth ran in every direction: beauty launched, mens integrated, private labels built, pop-ups across the country, and one of the most effective influencer programs in retail.
ROLE
Creative Direction, Design Direction
KEY COLLABORATORS
Alexandra St Amour (Creative Director 2017-2020)
Rachelle Dupere (Creative Direction & Art Direction)
Loni Andreen (Shopbop CCO)
Lauren Edelstein (Styling Direction)
Christina Pellegrini, Jenna Gottlieb (Editorial Direction)
Sean Morrissey, Carly Rosenberg (Marketing Heads)
Meghan Vondra (Production and Admin)
Red Antler (2017 Rebrand partner agency)
Additional credits in case studies
Shopbop is that rare thing: a multi-brand retailer with an actual point of view. Amazon-owned since 2006, it's the halo of Amazon's fashion business — the data and logistics of the largest retailer on earth, aimed at a focused customer through a real editorial voice. Most multi-brand retailers dilute themselves serving a thousand designers. Shopbop never did.
THE RESULT
I was trusted with creative stewardship through a period of exceptional growth — years in which Shopbop scaled into one of Amazon's largest retail subsidiaries, with estimated revenues approaching the half-billion mark. Growth ran in every direction: beauty launched, mens integrated, private labels built, pop-ups across the country, and one of the most effective influencer programs in retail.
THE PROBLEM
The customer was fiercely loyal because the brand knew exactly who it was for: people who love fashion but don't take it too seriously. The branding hadn't kept up — no real rebrand since inception. And the deeper problem is structural. A multi-brand retailer needs one identity in service of many, and fashion moves every season. The brand had to move with it without losing itself.
THE APPROACH
The 2017 rebrand — the first in company history — set the anchor: a canvas, not a costume. A 2021 evolution kept it current without touching the foundation. On top of that anchor we built the seasonal system: guest typography beside the core fonts, palettes engineered to feel of-the- moment and still resolve back into the brand, graphic languages pulled from the runway and the culture. Fresh every season. Unmistakably Shopbop, always. The differentiator was never a fixed identity — it was the discipline to chase trend without losing the thread.
ROLE
Creative Direction, Design Direction
KEY COLLABORATORS
Alexandra St Amour (Creative Director 2017-2020)
Rachelle Dupere (Creative Direction & Art Direction)
Loni Andreen (Shopbop CCO)
Lauren Edelstein (Styling Direction)
Christina Pellegrini, Jenna Gottlieb (Editorial Direction)
Sean Morrissey, Carly Rosenberg (Marketing Heads)
Meghan Vondra (Production and Admin)
Red Antler (2017 Rebrand partner agency)
Additional credits in case studies