Early in my career, I was designing invites for Alexander McQueen fashion shows. That came into good use helping turn eBay into a fashion destination and Swarovski into a fashion brand with more universal appeal.
eBay Fashion
The goal was to position eBay as a premier full-service fashion destination for clothing, shoes and accessories. Conumers like labels, but don't want to break the bank to create their own personal style. eBay’s strength was being a social platform for fashion. It’s why we created the label, ”I’m wearing eBay.“ It's a defiant way of saying–I can be my own brand and I can get it all on eBay!
You define who you want to be. Guerilla wild postings + social media helped to get the word out.
Guerilla take-over. Why wear the same outfit as everyone else?
A movement starts when you reject the norm. Mannequin’s are stores telling you what you should wear.
Swarovski
Swarovski gave us the opportunity to work on their holiday campaign. They were already a brand synonymous with fashionable jewelry, watches, accessories, etc…but were looking to increase sales for their holiday figurines and ornaments. Our insight was that when you can connect a story or a moment to that gift, it becomes a memory you forever share.
It’s a bit magical, decorating the tree each year with our families. One with Swarovski ornaments is even better.
Passing these ornaments down from one generation to the next becomes a forever gift.
Several of the in-store display units in Macy’s.
Outdoor display at Macy’s flagship store–a fairytale-like first snowfall.
A window of stories made from figurines and ornaments.
A gift that keeps on giving–one to a sibling.
Andrew Dalsass © 2025 — New York, NY