VRSNL
Overview
VRSNL (ver•sio•nal) is an online luxury fashion retailer built on playful, pop-driven storytelling — irreverent imagery and unapologetic diversity inside a polished, editorial aesthetic. As Lead Designer, I translated that identity across the site, lookbooks, and social, and led the shift from licensed vendor imagery to a fully original editorial voice.
Outcomes
- 25+ fashion editorials directed — concept through final asset, across web, lookbook, and social.
- 200+ original assets produced, replacing licensed vendor imagery with VRSNL's first true visual identity.
- Led the in-house editorial team — photography, styling, copywriting, and merchandising working as one unit.
- 5 years owning creative direction across web, lookbook, and social.
Additional Credits:
Creative Direction: Amanda Egan, Kinesha Goldson.
Styling: Janeth Lopez.
Photography: Amanda Egan, Ally Schmalling.
Models provided by Wilhelmina and LA Models.
Playful Luxury
VRSNL's creative direction broke the conventions of luxury fashion — pop-driven and irreverent, built for a diverse, fashion-forward audience that curates its own style rather than follows one.
I developed the visual language that carried that tone across the brand: surrealist scaling, playful image masking, textured backgrounds, and intentional "board-breaking" layouts that framed product against complex editorial photography.
VRSNL is all about a two-way street; a dialogue with our audience who are the curators of their wardrobe, their world.
• VRSNL Mission Statement
Summer Lookbook
For the summer campaign, I art directed a full-site takeover built around a desert road trip: vintage convertibles on open highway, sun-bleached color, and cinematic full-bleed photography carrying the story through men's, women's, footwear, and accessories before it ever landed on a product.
The result was a homepage that read as fashion-forward, elevated and aspirational rather than transactional — storytelling doing the work a product grid usually does.
From Vendor Imagery to Original Voice
VRSNL's homepage and editorial updates originally leaned on licensed product and vendor imagery — functional, but generic. I made the case for an in-house editorial team and brought together original photography, styling, copywriting, and merchandising into one collaborative process.
The result: 25+ editorials and 200+ original assets that gave VRSNL its own visual identity in a crowded luxury fashion market.
