Aimé Leon Dore
Branding, Creative Direction, Design, eCommerce & Interactive
Founded by Teddy Santis, Aimé Leon Dore is a New York City-based fashion and lifestyle brand known for its focus on high-quality products that blend classic and contemporary styles, drawing inspiration from the city’s diverse cultural influences.
In 2013, we partnered with Aimé Leon Dore at inception, working across creative direction, brand identity, digital design, and go-to-market strategy. Our scope included the development of the brand’s visual language, website, editorial platform, and eCommerce experience, alongside early press and positioning strategy.
The launch generated immediate traction, earning early editorial attention and driving strong initial demand. The first collections sold through within days, with tightly controlled production runs (~200 units per style at ~$150 average price point), establishing both scarcity and signal from the outset.
From that foundation, Aimé Leon Dore has grown into a globally recognized brand, expanding its retail footprint and building a deeply engaged audience, alongside strategic validation including investment from LVMH (via LVMH Luxury Ventures).
Our role was to help define and operationalize that foundation early, ensuring the brand entered the market with coherence, conviction, and the infrastructure to convert attention into demand from day one.
