Work/Featured case study
Mischief Maison Studio
A sustainable womenswear brand concept built end to end as the capstone for the Parsons Fashion Business Essentials course: creative direction, brand identity, market research, strategy, sourcing, production, logistics, marketing, and a three-year financial forecast.
- Course
- Parsons Fashion Business Essentials
- Year
- 2026
- Deliverable
- Complete business concept and brand plan
- Values
- Sustainability, women’s empowerment, clothing lifecycle, creativity, timeless versatility
“Our mission is to build a community of stylish women who support creativity, more equal opportunities for other women, and a more sustainable future.”
The problem
Fast fashion is taking over, creating unsustainable products and enormous waste. Women are seeking brands that value ethical products, sustainability, and timeless style rather than trend-based garments. At the same time, women who cannot afford professional attire face fewer opportunities when entering the workforce.
The solution
Ethical, sustainable, high-quality pieces with timeless, classy style, from everyday wear to business and formal. A reimagine-or- redirect model keeps the clothing lifecycle positive: pre-loved garments become limited-edition pieces or support women entering the workforce through partner organizations.
The model
Reimagine
- Take back pre-loved Mischief Maison garments from customers
- Repurpose fabrics into patchwork, panels, color blocks, and new silhouettes
- Reuse buttons and zippers; transform garments into accessory pieces
- Use fabric for detailing: bows, pockets, trims, and designs
Redirect
- Partner with organizations supporting women entering the workforce
- Provide business attire to women who lack the resources for it
- Lend clothing for job interviews and key moments, then return it for the next woman
- Second purpose: support women and create opportunities
Benefit
- Customers receive store credit for every pre-loved item they bring back
- Keeps the product line fresh, mysterious, and exclusive
- Contributes to a sustainable fashion industry and creates opportunities for women
- Builds community, customer loyalty, women's empowerment, and positive change
Target customer
Urban, career-driven women, mid-twenties to forty, who value quality and sustainability over fast fashion.
- Income $80–100k, city living
- Style: classy, effortless, timeless, fun
- Supports women’s empowerment and philanthropy
- Wants pieces that move between streetwear, business casual, and formal
- Appreciates staple pieces and one-of-a-kind statements
- Cares about the economics of the fashion industry
Social Media
Presence across Pinterest, Instagram, and TikTok, meeting the customer where she looks for inspiration.
Pop-ups
Garments featured at pop-up shops in collaboration with philanthropic organizations for women in business.
Influencers
Creators wear the pieces and share them, alongside stories from women who have benefited from the redirect initiatives.
Advertising
Building traction through online content and placement in magazines and online advertisements.
Customer journey
Awareness
A woman is searching for outfit inspiration on Pinterest for her new job in fashion marketing. She clicks on a pin that catches her eye, then uses the shop search tool to find where the top is from. This redirects her to the Mischief Maison Studio website, where the top is for sale.
Consideration
She starts browsing the store website and loves the timeless, classy, and fun style that resonates with her. She goes to the home page and is intrigued after reading about the sustainability and reimagine-or-redirect model.
Purchase
She adds multiple pieces to her cart and checks out, ordering them directly through the website. She spends a good amount on just a few items because she believes they pair with pieces she already owns, and she appreciates the company's unique business model.
Retention
She loves what she received and wears the pieces in and outside of work. She starts following the brand on Instagram, and wants to eventually bring in her old garments to support women getting into business, contribute to limited-edition pieces, and earn store credit for future shopping.
Advocacy
She recommends the brand to coworkers and friends, telling them about the positive brand model and why they should consider investing in it. She posts images on her social media, tagging the company and captioning the posts with all the perks the brand offers.
Three-year revenue forecast
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Total orders | 750 | 1,500 | 2,750 |
| Average order value | $200 | $215 | $230 |
| Gross revenue | $150,000 | $322,500 | $632,500 |
| Cost of goods sold | $57,000 | $122,550 | $240,350 |
| Gross profit | $93,000 | $199,950 | $392,150 |
| Operating expenses | $120,000 | $140,000 | $210,000 |
| Net profit / loss | ($27,000) | $59,950 | $182,150 |
Funding request: $150,000
- Marketing$50,000 · 33.3%
- E-Commerce & Operations$40,000 · 26.7%
- Employees$30,000 · 20%
- Working Capital$30,000 · 20%
Product line inspiration
Mood board from the capstone
