Growing Up Spring!

It’s that time of year where we stop thinking about the snow and set our sights on warmer adventures. Our friends at Matilda Jane Clothing (MJC) have just released their Spring 2015 line. This season, OLG partnered with MJC to concept and coordinate the brand photoshoots and ultimately the design of two brochures. These Lookbooks are making their way into the hands of MJC Trunk Keepers and customers all over the U.S.

The Matilda Jane Spring 2015 girls and women’s collections are named Hello, Lovely! This line brings the pretty pastels and floral details we love about spring to life, with a mix of new silhouettes and classic MJC styles. When developing plans for the photoshoot, we knew we wanted to contrast the sweet pastels with a bold, iconic landscape. We decided the charming, old streets and picturesque parks of Savannah, GA would be a great fit. After all, doesn’t “Hello, Lovely!” just ooze southern charm? So we packed up our crew and spent a few days there capturing imagery of little southern belles—MJC style.

Perhaps the most fun, was bringing the imagery to life in a Hello, Lovely! Lookbook, a printed book that captures the style and feeling behind the new line.

New to the scene this season is 435 by Matilda Jane—a new line that’s just for tweens. When developing this line, MJC pulled together a council made up of tween girls who grew up in MJC, and their Trunk Keeper moms. They provided input on design, styling and accessories—some tweens even joined us in Savannah to be the 435 models.

To separate 435 by Matilda Jane from Hello, Lovely!, we wanted the brand photoshoot for 435 to be in a more contemporary, urban setting. To allow 435 by Matilda Jane to be introduced as its own brand, with a unique style, we developed a separate Lookbook, showcasing the new line and the beautiful smiling faces from their tween council.

To browse Hello, Lovely! and 435 by Matilda Jane and find a Trunk Keeper near you, go to