Lacausa
Made here. Worn everywhere.
A process-led campaign for a made-in-LA womenswear label — sun-washed linen and late-afternoon light instead of a lookbook.
Campaign direction · Hero + story design · Rollout plan
Made here. Worn everywhere.
Why this line, for this business.
The business
LACAUSA makes relaxed California womenswear in downtown Los Angeles, producing locally in small batches whenever possible.
The goal
Make ‘made in Los Angeles’ feel like a quality, not a footnote — a campaign for the process pages and new-arrival moments that doesn’t depend on a model shoot.
The central idea
The light is the location. Hard afternoon sun on linen, a stucco wall, long shadows — California without a palm tree. The fabric is shown as fabric, so the campaign is honest about being about how the clothes are made rather than what they look like on.
Textile, not garment.
Folded cloth in the label’s palette stands in for the collection. No garments or models are fabricated; a real campaign shoot can drop into the same light.
One serif, wide.
A calm, wide-tracked serif in ink. It reads as considered and slow — the brand’s own words — rather than fashion-loud.
Shadow as texture.
The long shadows do the styling. Keep them hard; they are what makes the image feel like 4 p.m. in Los Angeles.
Light, cloth, one line.
A texture field in afternoon light, a serif line and a small CTA. Each new drop changes the cloth colors; each process story changes the line. The light stays the same, which is the brand.
Hard warm directional light, textile field, wide-tracked serif, small-caps brand name, one-line CTA.
Fabric colors (the season’s palette), the headline, and whether the field is cloth or an approved photograph.
Landscape lets the folds run horizontally under the headline. Vertical turns the folds upright and drops the headline into the shadow.
Two formats.
One identity.
The landscape hero and the vertical story were designed together so the campaign reads the same on a website banner and on a phone. This is the completed, deliverable artwork; everything in section 05 builds on it.
Words that match
the pictures.
Starter copy in the campaign’s voice — a headline, a supporting line, three social captions and an email subject. Written to show the tone; the business would refine every line.
Made here. Worn everywhere.
Supporting lineDesigned and sewn in Los Angeles, in small batches, by people we know by name.
Call to actionDiscover our process
- Cut here. Sewn here. Worn wherever the day takes you. Made here, worn everywhere.
- Small batches, local makers, no rush. Discover our process.
- The light in these photos is the light the clothes were made in.
Made here. Worn everywhere — new arrivals and our process
Completed assets.
Proposed extensions.
The two completed pieces are the complimentary concept. The rest is how the idea could grow if the business wants to take it further — each would be scoped separately and built from approved brand assets.
Campaign hero · 3:2
The landscape design on the board above.
Vertical story · 9:16
Story version with upright folds and the headline in shadow.
Process series
Three more textile studies for cutting, sewing and finishing, each with its own line.
Hang-tag + packing card
The headline and light carried onto the physical pieces that leave the studio.
Campaign shoot direction
A one-page brief to shoot real garments in the same light and framing.
The follow-on is the real shoot: same light, same framing, real garments — the campaign is already waiting for them.
Project scope & production notes
What this study covers
Campaign idea
Visual direction
Hero + vertical story design
Sample copy and rollout plan
Created as a complimentary, self-initiated concept and shared with the business as a proposal.
What it is not
An independent concept for a real business, created without its involvement. The artwork is AI-assisted and illustrative; it does not depict LACAUSA’s garments, studio or makers.
No commission, client approval or measured results exist for this work. Motion, print and email items in the rollout are proposals only.
Brooke Callahan
Dyed by hand. Cut to move.