BRAND EXTENSION Patrick Li added Phillip Lim's signature stitching to gift-box ribbons.
RODARTE The references in the spring collection were a nebulous mix of California condors, wildfires and earthworks. Mr. Li singled out one element, burnt sand, which he applied to the invitations.
ALEXANDER WANG To convey a tough street vibe, Mr. Li printed the invitation on plain cardboard, which was encased in an envelope that could be ripped open with a perforated pull tab, suggesting a utilitarian edge.
PHILLIP LIM The broad appeal of Mr. Lim's collections comes with the risk of their being perceived as unexciting. Mr. Li added stitched threads to the invitation to subtly suggest that they had been made by hand.
JASON WU When Mr. Wu showed his pretty-girl collection at the St. Regis, Mr. Li wanted to evoke tradition with heavy stock trimmed with gold. He added a modern new logo to make it seem less old-fashioned.
full story: New York Times 'Tailoring the Image to Fit the Clothes' By ERIC WILSON
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