About the Catalog
Shot over 4 days with photographer Jack Deutsch,  in Chelsea, Manhattan. The catalog was separated into five different themes – Mesa, Origins, White Meadow, Urban Scrawl and Sweet Suburbia – to capture the feel of the garments presented.

Production, Casting, Styling, Hair/Makeup Direction and Accessory Sourcing: Karen Duffy

Location & Dates
Jack Deutsch Studio, Chelsea, Manhattan New York. August 14th-August 17th

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The Company
The McCall Pattern Company, Inc., a public, worldwide company, designs, manufactures and sells sewing patterns under the brand names of Butterick, Kwik Sew, McCall’s and Vogue Patterns, through fabric retailers and on its websites.

Demographics and Social Media Presence
The McCall’s demographic is trendy, millennial females age 18-35. Its catalog is distributed to over 1,000 craft stores nationwide and internationally in Australia, Canada and Europe. Online exposure is presented via sales on their eCommerce site and social media platforms including as Instagram (106k), Facebook (90k), YouTube (15k) and Twitter (8k).

Industry
Fashion/Craft