The New ‘Red Edit’ Collection Has Arrived.
The Red Edit is a Spring 2025 campaign concept built around Coach’s collaboration with artist Katherine Silk, expanding the collection’s red inspired identity across editorial, product storytelling, event design and PR. Inspired by Silk’s lipstick painting technique, the creative direction uses red lipstick, saturated tones and tactile textures to shape a unified visual world. A red driven campaign event and cohesive social rollout anchor the project, showcasing the collection through styling, imagery and immersive design. The Red Edit reflects Tyla’s approach to creative direction crafting intentional, expressive brand worlds where product, imagery and experience work seamlessly together.
Where Fashion is Directed by lipstick
Red Muse
Leater red texture and tones.
Melbourne meets the muse in red
The Standard X in Fitzroy is the location of the season, blending art, fashion, food and culture with modern Melbourne energy. It’ s creative spirit draws in those who are bold, expressive and ready to make a statement.
The
Standard X Fitzroy
The Red Slouch Pouch
The effortless Red Slouch Pouch designed for every occasion, a powerful yet understated accessory that elevates your look with confidence and elegance.
Silk’s makeup look echoes her artwork, a bold red beauty moment inspired by The Red Edit collaboration, reflecting its confident tones and expressive texture.
Red in Colour, Red in Beauty.
The Depth Of A Hue
The colour, texture and form of red lipstick have shaped the palette, materials and visual elements explored throughout this design.
Self Credits Creative Direction, Photography, Videography, Fashion Styling, Makeup, Food Styling, Table Styling, Location Scouting, Product Flatlays & Illustrations.
Talent
Joana Urbonaite, Jazmin Jansen, Georgia Beight & Ruby Stone.
Locations
The Standard X Fitzroy & Sunnyside Estate, Mount Eliza, Melbourne.
Collaborations Last June & Sister Closet. Assistants
Mikaeli Wharton, Shay Warne, Georgia Beight & Billy Taylor.
