styleBureau was a multi-brand, DTC e-commerce initiative by PVH. The goal was to offer an online destination for dress furnishings that allowed PVH to sell all licensed and unlicensed brands on a single site. The vision was to go beyond product and create a style resource designed to help men dress for every life occasion, presented through an editorial lens that felt modern, playful, unexpected, and culturally aware.
As Creative Director, I partnered closely with Assistant Art Directors, studio teams and styling to shape the overall visual direction of the brand. We planned and executed two separate shoots for on-figure photography and off-body product shots. The goal was to provide men’s dress furnishings a fresh, contemporary look or a “new angle” on style. I also oversaw digital marketing materials, including site design and assets, advertising and emails.
The site launched successfully and received strong internal praise across multiple divisions, including Calvin Klein. Although the business ultimately never reached its full potential due to shifting priorities and limited marketing investment, the project made a lasting impact within PVH. Its art direction and modern visual language earned enough recognition that the style guide became a key reference point during the rebrand of Van Heusen.
