I've definitely seen a renewed creativity in developing a collection preview, with a different process that feels more personal and is hopefully here to stay.
POPSUGAR: It's an impressive feat to have put the shoot together from home. Can you describe how your process shifted in light of our new normal? Do you think this is a short term fix for the climate or more indicative of a lasting industry change?
Joyce Lee: Traditionally, when we approach Madewell's lookbooks, we aim to showcase a wide range of what's to come in the upcoming season. Working remotely has definitely posed a new creative challenge, but the team and I were able to create a preview that feels reflective of everyone's day-to-day experiences.
Thankfully, my husband is a photographer and we were able to create the preview imagery together, which I really enjoyed — the kids even got to sneak into a few photos since they are at home with me everyday. I've definitely seen a renewed creativity in developing a collection preview, with a different process that feels more personal and is hopefully here to stay.