Sasha Kim is a luxury dress brand for little princesses. The brand believes that a fairy tale can overcome reality. After all reality can only be comparable to a fairy tale, but never better.
The brand's mission is to turn childhood into a never ending fairy tale. That's why the logo serves as both a name abbreviation and an infinity sign with a princess crown.
The main pattern consists of symbols that belong to the most famous princesses in mass culture. In the pattern you can find the Snow White apple, Cinderella's shoe, a rose from the Beauty and the Beast and a lot of other references that turn the pattern into a discovery game.
And of course we've made a version of the pattern for the boys' collection.
Also there are patterns for special occasions, such as a collaboration between Sasha Kim and Universal during the launch of “How to Train Your Dragon 3”.
And, of course, "it's all about merchandising".
Sasha Kim Kids Cafe also got its own pattern inspired by fairy tale symbols of feasts. You may find there Mad Hatter's hat, Ginger Cookie Man and a lot more references to the famous characters.
And now for a little merchandising twist. Every princess can get with her new dress a family look: a tiny version of her dress made for her favourite doll.
Strategy & creative: Alexandr Bozhko, Ivan Dergachev
Art direction: Lidiya Kapysh
Design: Anna Pazyuk, Alexandra Chushkina, Albert Safin