Iman is more than an icon, former model, and fashion insider - she is a serious businesswoman helming three brands: Iman Cosmetics, Iman Global Chic, and Iman Home. Three different brands with three different site experiences.

Iman asked us to create a global site that housed all her brands. We saw an opportunity for her to showcase her knowledge of fashion, beauty, and lifestyle. Knowing Iman, there isn't any shortage of that!

The challenge was that the audiences for all her brands were slightly different, so we needed a platform of content that was relevant to her as a point of interest for her various audiences. It was also important to use the global site experience as a way to introduce her to new audiences.
We came up with an editorial magazine experience that constantly refreshes content while operating underneath as a gateway to her more established brands. It was critical that the site's architecture be adaptable to shifting topics, contributors and be shoppable. Sharing ability was a huge priority so contributors, DestinationIman editors and Iman can broadcast content while answering the need for the site to stand as its own business.
Overall themes dictate the content and the monthly editorial calendar as BBTF acts as the on-the-ground editors and curators with Iman providing vision and direction. We've covered street style, Mercedes Benz Fashion Week, and have exclusive interviews and guest articles with top designers, make up artists, hair stylists, models, and celebrities.
DestinationIman is a global site that embodies beauty, fashion, and lifestyle from one of the most iconic presences in pop-culture.