About the Catalog
Shot over 4 days with photographer Thomas Jaeckel at his 532 Gallery and in the streets of Manhattan’s Chelsea neighborhood. For this catalog we needed to capture four distinct themes: Millennial in the City, Art Gallery Chic, Retro Glamour and Trendy Kids.

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

Location & Dates
Chelsea, 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 & 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