Lawless Vintage
We worked with Lawless Vintage to develop their brand identity, social media strategy, website and online store - brimming with content that tells the clothes’ stories.
Contemporary Cowgirls in YEG
Magic Hour has a sister: Lawless Vintage. Brought to life in 2017 by Danielle Annichiarico and Caitlin Varrin (also of Magic Hour), Lawless Vintage has gone to great lengths to ‘take it all the way’ with an online store, fashion blog and aptly branded content.
Beyond the #yegvintage hustle, Lawless aims to put the story back into their hand-wrangled pieces through editorial photography, styling, local collaborations & events and an Instagram account full original content.
With Danielle at the helm of detailed inventory research & management and Caitlin on digital duties, the Lawless Ladies have created a brand inspired by their Alberta roots. They’ve given a new home to many of their favourite finds by promoting pre-loved fashion as the consumers’ first choice.
![[o] Craig Knox @ The historic McLeod Building in downtown Edmonton](https://images.squarespace-cdn.com/content/v1/5c2fae5725bf02bf1d3d383e/1555657471564-PP01JS3GIDQ1IM8DVB4O/lawless-vintage-home-banner.jpg)
[o] Craig Knox @ The historic McLeod Building in downtown Edmonton
What’s in a name?
The Lawless Vintage brand
With the business concept clear and the clothes piling up, Caitlin and Danielle set into the name game. Naming a business might be the hardest part; it needs to click.
But - when you know, you know.
LAWLESS! was exclaimed when they least expected it, and the brand developed quickly from there.
We chose a palette inspired by one of our photos (first image featured ↑), a fitting font straight from the Wild West, and felt right at home using words like “y’all” and “wrangle”. Lawless Vintage was exactly right for these two ‘Berta girls.
Your brand is more than a name… it umbrellas the services & products you offer, the content you create and everything you share. It’s the cohesive identity that ties to your why.
Hand Wrangled and Preloved in the Prairies.
Launching Lawless
We worked together to create a digital presence far before the launch of www.lawlessvintage.com
With Instagram as the main content hub, we shared consistent, brand-inspired imagery paired with cheeky captioning and diligent community engagement.
The website came at the tail end of Summer 2018, kicked-off with multiple blogs and pages highlighting the community collaboration and attention to detail Lawless continues to deliver.
Since the launch, lawlessvintage.com continues to be restyled as new pieces and their stories roll in like tumbleweeds.
A snapshot of @lawlessvintage.yeg from late April, 2018.
Magic Hour Creative designs websites that exist as an evolving expression of your brand.
Monthly or seasonal maintenance is key to staying in Google’s good books; refreshed content and regular upkeep counts.
The Shop
A heavy e-commerce strategy was not necessarily at the forefront of Lawless Vintages’ goals; the product supply is hand-picked and one-of-a-kind, every time.
Using the Squarespace shop platform, we focused on stunning images and tickling product descriptions to highlight the unique nature of each garment.
Caitlin heads up the photography with her Magic Hour partner, Craig Knox (and a host of other local talent); Danielle is the wordsmith and inventory maven, accenting each piece with the perfect anecdote or quip. Together the girls direct the styling and detailed planning of each shoot. Collaboration is queen.
The Photography
And Magic Hour’s favourite piece of the puzzle? A passion project laced with infinite creative potential. We continue to pour over the visual elements of the Lawless as the brand evolves.
We are always working in collaboration with our extended community of creatives.
