FASHION

FRED SEGAL

SOCIAL MEDIA | CONTENT CREATION & DEVELOPMENT

Umbrella Los Angeles was tasked with devising and executing content strategy for iconic retail brand Fred Segal, as well as Fred by Fred Segal, the brand's new ready to wear line. Firstly, the content aimed to make the most use of Fred Segal's existing, unmistakable character of old Hollywood luster, and its landmark place in Los Angeles history. However, its brand identity needed to be ushered forward into the present and beyond, without losing its classic, established charm. New original content for Fred Segal involved photographing their online exclusives and highlighting their easy to wear basics and denim pieces.