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
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.
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.