DAYA BY ZENDAYA — Brand launch

Engaging youth culture with a new affordable luxury brand

An icon of Generation Z

For Gen Z icon and artist, Zendaya, FAM developed Daya by Zendaya - a new fashion brand that embodies the culture of millennial youth with a fresh take on affordable luxury street-wear.

what we did
Creative Strategy
Brand Identity
E-Commerce Design
Experiential Design
Content Creative
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Designing Daya

Merging the contrasting aesthetics of accessible luxury and streetwear-inspired graphics, FAM defined the brand’s identity and typography codes by infusing them with the celebrity’s own messaging and created a content-rich interactive website through a series of innovative customer interfaces.

An experiential activation

Launching across New York, LA, and Chicago, FAM designed multimedia showrooms and pop-up store spaces to inspire brand awareness and engagement. Assets were created for experiential in-store ,through film and audio components with live streaming capabilities of the content created.

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The Daya tribe

To bring Zendaya’s effortless style and ambition to life, FAM concepted and captured e-commerce stories for special product drops and holiday targets. Featuring Zendaya amongst her group of friends, the stories inspire a vision that is both empowering and contemporary.

Photography: Francesco Carrozzini

Shop the look

As the face and inspiration of the brand, Zendaya was captured through a series of portraits utilized for shoppable looks on the e-commerce website.

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