Building a Narrative through Editorial Styling - The MacKenzie-Childs x Wet Brush Capsule

Creating buzz, building brand loyalty, and reaching an entirely new demographic—this collaboration delivered on all fronts. The creative teams at MacKenzie-Childs partnered with Wet Brush and Goody to launch a whimsical capsule collection of hair accessories featuring the brand's iconic black-and-white check, alongside other beloved and collectible patterns.

Layflat styling, an overhead composition featuring the Rosey Check pattern on Wet Brush and Goody hair brushes and accessories. Cross-merchandising with other MacKenzie-Childs favorites.

What makes this project truly stand out is its storytelling. The narrative seamlessly integrates with the year’s promotional calendar, including collections that celebrate Valentine’s Day, the debut of Violet Check, St. Patrick’s Day, the Super Bowl, the Vase Collector’s Series, Spring, Easter, and more... It’s a brilliant marketing strategy that taps into Gen Z's desire to feel connected to—and even part of—the brand’s evolving story. (Queue my 15-year-old niece, who already knows the name MacKenzie-Childs).

“By extending MacKenzie-Childs’ pattern universe into morning routines, the collaboration turns the bathroom counter into another branded surface at an accessible price point. For mass beauty, it’s a playbook on how to use design-led partnerships to premiumize commodity categories, deepen Target’s ‘treasure hunt’ perception, and convert décor fandom into basket-building beauty add-ons.”  — RetailBoss

Content creation has transformed from a “nice-to-have” into a foundational business capability. Today, it extends far beyond website copy, shaping a brand’s entire digital footprint and driving discovery, engagement, and conversion at every stage of the customer journey. In the age of AI, the human side of content creation feels more valuable than ever—especially when production artists, prop stylists, and set designers collaborate to craft immersive brand worlds.

The reward? Watching the images take over social feeds, dominate #TargetStyle, and introduce a new wave of MacKenzie-Childs loyalists. This wasn’t just good creative—it was strategic production with measurable impact. The result was a suite of high-performing visual assets designed for digital-first platforms, retail storytelling, and discoverability. Every artist involved brought a distinctive voice, creating the perfect blend of personality and technical skill.

Come behind the scenes of our enchanted boudoir, filled with butterflies and hidden details tucked into every corner. We brought the outside in to create an ethereal bathroom setting that evolved into a dreamy girls’ dressing room and vanity moment—so magical that it was actually bittersweet when it came time to take it all down.

“Rooted in artistic expression and the celebration of daily rituals, MacKenzie-Childs x Wet Brush® x Goody® transforms ordinary routines into moments of magic inspired by your unique style.”

Creative Direction @christinebaebae

Art Direction @annabelleschafer

Photographer @kate_sweeney

Lighting @ethanbenavidez

Digitech @bodrega

Models @ali_collier @kxrrigan @anjali.chloe

Styling + Set Design @wolfson15a @interiorsbyjennifer

Makeup @wynstamakeup

Hair @shannon.yoho

Wardrobe @nickybogdanovic

Florals @brigitjade @emmyandravioli

Studio @trgmultimedia

Video @imperthean

Amanda Wolfson is a Chicago-based prop stylist and set designer specializing in editorial styling, set design, and content creation. She works with brands and creative teams to produce visually rich environments designed for digital campaigns, retail, trade show storytelling, and social media.

Interested in collaborating or learning more about my creative services? I’d love to connect. Reach out at amanda@amandawolfson.com or call 312-375-0354.