Et Jolie

2022-23 · Founder/Creative Director

Context

Et Jolie is a boutique bag brand, specializing in what we call "The Smalls", which are petite bags designed to fit within your larger totes, purses or bags. Each bag is handcrafted in Los Angeles from exclusive "end of the roll" couture fabrics, making every piece unique and one of a kind.

I launched the company from my Stanford dorm, driving its growth from the ground up. Personally selecting every fabric, I made weekly trips to Los Angeles to procure rolls of material, meticulously curating each component for our collection. With a hands-on approach, I crafted each bag in our collection, working with a team of skilled seamstresses to bring the designs to life. I designed and built our website, shopetjolie.com and handled the shipping logistics.

Logo & Branding

The design ethos of Et Jolie was to have a Parisian flare, so I created a custom font, which became the wordmark.

Fall 2021 Collection - A Walk in Central Park Commercial

For our first collection, I co-directed a commercial filmed in Central Park. I worked with a talented group of cinematographers, models, stylists, hair and make-up artists.

Behind the Scenes on Shoot

Throughout filming, I captured candid black and white shots behind the scenes of the talent and crew. A few photographs below captured on Sony Alpha a6000: