APPARIS
Fashion
Services
Brand Strategy · Visual Identity · Brand Content
Vegan fashion branding that went from Brooklyn to Saks, Macy's, and Bloomingdale's.
APPARIS is a New York-based faux fur brand built on the conviction that vegan fashion should be bold, colorful, and unapologetically feminine. Founded by two women who believed sustainable fashion didn't have to mean boring fashion, APPARIS needed a brand identity and content strategy that could take that conviction all the way to the floors of America's most prestigious department stores. The Bract Agency built the visual identity and brand content that made it happen.
From Brooklyn to Saks, Macy's, and Bloomingdale's — stocked across the US
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Outcome
Full brand strategy, visual identity, and brand content for a New York faux fur label, built to position APPARIS as the aspirational choice in ethical fashion and drive national retail distribution across the US's most prestigious department store chains.
Program
Launch
Timeline
8 weeks
Stage
Expanding across the US
A vegan fashion brand that refused to look like one
The problem
Sustainable fashion in 2020 meant one of two things: niche and earnest, or expensive and inaccessible. APPARIS was neither. Faux fur with real fashion credentials, made by founders who cared about animals and about style in equal measure. The brand needed to communicate that dual conviction to three different audiences at once: the fashion press that could make them relevant, the retail buyers who could get them into stores, and the customers who would actually buy. A brand that only spoke to one of those audiences would fail the other two.
Everything we've done.
Our services
Brand Strategy
01
The vegan fashion space had a positioning problem: most brands led with the ethics and forgot about the desire. APPARIS was different from day one, and the brand strategy needed to reflect that. We built the positioning around aspiration, not sacrifice: faux fur that women want to wear, not just feel good about wearing. A brand built on the founders' conviction that you shouldn't have to choose between your values and your style.
Visual Identity
02
Bold, colorful, and deliberately high fashion. The APPARIS identity was designed to sit comfortably next to established luxury fur brands on a department store floor, while signaling something the competition couldn't: a point of view. The visual system is feminine and empowering in equal measure, built for an audience that knows exactly who it is and wants a brand that does too.
Brand Content
03
High quality content produced with attitude, built to show the full fashion potential of faux fur. We cast models who embodied the APPARIS customer, real and representative, and directed shoots that felt editorial without feeling unattainable. The content strategy simplified the customer journey by being clear, warm, and direct, giving APPARIS a voice as distinctive as its product.
04
From Brooklyn to the floors of America's biggest department stores
Results
APPARIS went from a Brooklyn-based startup to national retail distribution at Saks Fifth Avenue, Macy's, and Bloomingdale's. The brand identity and content gave buyers and retail partners a clear picture of who APPARIS was and why it belonged on their floors, and gave customers a reason to seek it out once it got there. A vegan fashion brand that proved you don't have to compromise on anything.
We knew we had something different. The Bract gave us a brand that proved it to everyone else.
APPARIS
