Claire's Breaks from '90s Stigma to Reach New Generation

Carousel Collective, one of NYC’s mainstay creative editorial and production companies, creates the new era for the iconic millennial-centric brand, Claire’s. 

Carousel has been most well-known for their robust editorial offerings, but the reach goes beyond that with their keen eye for creative DTB productions. One of their consistent relationships with the household brand name, Claire’s, has broken into a new era of style and partnerships with 'Generation Zalpha'. 

“I had an amazing time meeting and working with the talent! Everyone had such unique stories. It’s really inspiring to see how confident, talented, and brilliant this new gen is shaping up to be!” said video director Christelle De Castro, who is an acclaimed commercial director, photographer and fine artist based in New York City. 

Carousel’s creative producer, Emma Malefakis has worked closely with the team at Claire’s on numerous productions through the post over the last few years, she reflected on this campaign, “Working with Claire’s is always a blast, but this project in particular was such a fulfilling experience. It was a pleasure getting to see this campaign come to life from production to post. It was so inspiring being on set with all the collaborative members, hearing their stories and learning about all they’ve done in just a few short years. Excited to see what they will continue to do." 

No campaign is complete without the keen eye of an imaginative editor. Hanne Vaughn has been a driving force behind the brands evolution. “The most important task we had for this shoot and edit was making sure the kids’ stories and personalities shone through. Their excitement about being a part of this project with Claire’s and the collaborative nature of the campaign made editing easy.” boasts Vaugh. 

Carousel has also gone through a re-brand of their own the last few years. The partnership remains strong and excited for the future of artistically innovative collaborations.