About the Catalog
Shot over 4 days with photographer Brian Kraus, we based the production out of a luxury apartment penthouse in Manhattan’s Lower East side. The catalog was made to capture the feel of New York city by utilizing terrace space and apartment environments.

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

Location & Dates
Lower East Side, Manhattan New York. June 18th-June 21st

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 100 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