With the launch of her new online e-comm website, Kristina McConnico wanted to showcase herself as a personable designer and a lover of quality clothing designed for customers like her in mind. With that in mind, I sat down with Kristina to go over what made her start Lacson Ravello and also encouraged her to open up regarding her childhood and family background.

About Kristina McConnico

The story of LACSON RAVELLO begins with strong family roots in the garment industry. Kristina Lacson McConnico was born to Filipino parents and descended from a long line of dressmakers and fashion designers—grandmothers, aunts, and cousins. Upon establishing her own brand, she incorporated her surname, Lacson, and her grandmother’s maiden name, Ravello. For her, this family name captures the heritage and values that define her clothing line—a tradition of strong craftsmanship and quality materials, combined with a modern and design-driven approach.

Once the photographer came back with the rough shots, I would help clean up some of the images with Photoshop, and work with the designer to plan and schedule each post with relevant holidays and come up with clever social copy.

Ex: of a social post aligned around the 4th of July. We had a spring collection launch where one of our product offerings had a blue star pattern. To help with engagement and encourage shoppers to add this item to their cart, we planned this photoshoot before the holiday and scheduled the post to go out in the morning for maximum engagement.

In order to draw attention to the details within each garment, we made sure to take various angled shots of new drops that we wanted to highlight and show consumers what set us apart from other brands (especially fast fashion) that tends to ignore the importance in the details.

A big takeaway was also that professional still shots with a lot of investment (post in the middle) performed relatively similar if not slightly worse than organic content (third image on the right) where the focus was more on personable content, and a more “behind-the-scenes” approach.

The objective for this photoshoot campaign was to give the designer some artistic direction regarding seeing more of the clothes in a collective and personable setting rather than just still shots and professional shoots with models.

Since the budget was tight for mid to high-profile influencers, I thought a picnic photoshoot concept would be great to execute so I gathered some friends that were willing to participate in the campaign and show proof of concept to the designer.

Although my friends did not meet the target demographic that normally purchases Lacson Ravello’s clothing, it helped with emphasizing the need for more organic content investment to see the clothes be worn in real time.