Kealan Sullivan

F O R W A R D B Y N A T A S H A M I L A N O V I C

K E A L A N S U L L I V A NR A R E + C O N T E M P O R A R Y V I N T A G E

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F O R W A R D

B Y N A T A S H A M I L A N O V I C

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I N T R O D U C T I O N

K E A L A N S U L L I V A N

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B R A N D I D E N T I T Y

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P R I N T : A D C A M P A I G N

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2 0 1 4 K E A L A N S U L L I V A N A D C A M P A I G N

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S U M M E R 2 0 1 5 C A M P A I G N : S E C R E T G A R D E N

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S P R I N G 2 0 1 5 C A M P A I G N : B O H E M I A N R A P H S O D Y

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W I N T E R 2 0 1 5 C A M P A I G N : H O W L

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F A L L 2 0 1 5 C A M P A I G N : T R U E G R I T

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T W O G I R L S W E N T I N T O T H E F O R E S T A N D F O U N D T H E M S E L V E S :

E D I T O R I A L S P R E A D

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A B O U T T H E D E S I G N E R : N A T A S H A M I L A N O V I C

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C R E D I T S

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KEALAN SULLIVAN IS THE CURRENT OWNER OF TWO VERY DISTINCT

VINTAGE STORES ON QUEEN WEST, CALLED V AND 69 VINTAGE. SHE

HAD A VISION TO CREATE A NEW VINTAGE CLOTHING CATEGORY AND

DID SO SUCCESSFULLY WITH HER FIRST STORE, 69 VINTAGE. V WAS

AN EXTENSION OF 69 THAT FEATURED HIGHER END CLOTHES AND A

MORE REFINED ENVIRONMENT. THE V SYMBOL REPRESENTS THE HAND

SIGN FOR PEACE ADOPTED DURING THE VIETNAM WAR VICTORY.

THE V LOCATION NO LONGER EXISTS BUT THE IDEA AND VISION OF IT IS STILL

ALIVE AND LIVES ON THROUGH THE NEW KEALAN SULLIVAN BRAND. KEALAN

SULLIVAN IS CURRENTLY IN THE PROCESS OF DEVELOPING HER BRAND.

“ I KEEP MY 6” BLACK LEATHER PLATFORM SHOES

THAT ARE ST I LL COVERED IN RAVER GUNK FROM THE

1990S . THEY WERE THE F IRST SHOES I BOUGHT WHEN

I MOVED TO TORONTO AND DEC IDED I REALLY D IDN ’T

G IVE AN F WHAT PEOPLE THOUGHT ABOUT HOW I

WANTED TO DRESS . THEY ARE A SPEC IAL REM INDER OF

A TURN ING PO INT IN MY L I FE . ”

- KEALAN SULL IVAN

“V IS MY PERSONAL ITY , 69 IS MY SOUL . BOTH REPRESENT MY

BRAND WH ICH STANDS FOR QUAL ITY , AUTHENT IC I TY AND COOL . ”

- KEALAN SULL IVAN

T H I S B O O K I S D E D I C AT E D T O K E A L A N S U L L I VA N .

HER UNBEL IEVABLE PERSONAL ITY AND STRONG V IS ION WILL

FOREVER BE AN INSP IRAT ION TO ME.

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When I was a li t t le gir l I used to love watching my grandmother get ready to go out. Red lipst ick, al l black

cashmere, and one spray of Chanel #5 and she was out the door. She was a dress designer and had beauti ful

clothes from all over the world and several decades. Drawers of cashmere sweaters from Paris, si lk dresses,

beauti ful fur coats, and clothes that she had made herself f i l led her wardrobe. Searching through her closet

was my favori te past t ime. I adored everything she had. It al l just seemed so special. Each piece was so

del icate and intr icate and the fact that it had been somewhere before reaching my hands made me feel l ike

I was meant to find it – that it was a treasure wait ing to be found by someone who deserves it. Treasures

don’t come easy but they last forever. Walking into one of Kealan Sull ivan’s stores for the first t ime was like

walking into my grandmother’s closet. It was l ike al l her treasures had been put into a store. I was blown away.

I had never seen a vintage store l ike it before. Kealan immediately said hel lo and introduced herself to me

when I came in. She was wearing a crème si lk dress to her knees, black leather platform clogs, and a black

wide brimmed hat. She reminded me of how my grandmother dressed, elegant, simple, and feminine – a true

depict ion of beauty in my eyes. To me beauty comes from the inside. Something that possesses true beauty

is something that is pure and beauti ful on the inside as well as on the outside and that is why I bel ieve in

the Kealan Sull ivan brand – because it embodies that ful ly and whole heartedly. The authentici ty and qual i ty

of the clothes, and creative and free spir i ted vibe of the brand make shopping at one of her stores a truly

magical and beauti ful experience.

Inspirat ion is everywhere, in this book; in the images I create, in the people I meet. Kealan Sull ivan is one

amongst a few other individuals that has greatly inspired me and inf luenced my li fe – both creatively and

personal ly. This book is a manifesto of the creation of the Kealan Sull ivan brand. It combines the makings of

both our souls to create one beauti ful vision.

Natasha Milanovic

“IMPORTANT ENCOUNTERS ARE PLANNED BY THE SOULS LONG

BEFORE THE BODIES SEE EACH OTHER.”

~ Paulo Coelho

F O R W A R D

I N T R O D U C T I O N

The vision of 69 Vintage when it opened a decade ago, was to sell old things in a new way. “Vintage” was not

yet a buzz word and for the most part used clothing was taboo and mysterious. I wanted to take the “Kensington

Market” out of the experience through merchandising and presentation and “Goodwill” out of the clothes through

careful selection, high quality, proper cleaning and presentation. My goal was to create a new kind of vintage clothing

shopper/customer in Toronto. The years following the opening of 69 were fertile years for shops like mine to start

opening up in West Queen West, Ossington St and Parkdale. These were the new, developing neighborhoods and

the popularity of vintage shopping was on the rise. I saw an opportunity for expansion and I had a lot of ideas for

retail concepts. I opened “By the pound” on Bloor St. W in 2007, (which moved to a larger space in the same

neighborhood in 2008) to cater to a “thrift” market which was also growing with the popularity of vintage clothing

and the popularity of shopping at the near by Value Village. (By the Pound closed in 2013). The next step for

me was to open a concept shop, called V that would feature the best of my finds and again, do so in a totally

innovative way. I had a vision to present vintage pieces in a thematic, curated, artistic way, in the form of stories,

or “collections”. I ran a pop up shop for a year that was totally reinvented every 6 weeks. From this experience I

gained a whole new customer and rediscovered past customers that had matured, as I had. The feedback was that

their tastes had refined, they wanted to invest in superior vintage pieces and shop in an uncomplicated, uncluttered,

focused environment. Thus, V was reborn again and moved to its current location on Queen St. W. 69 Vintage was

unaffected by the new directions. The quality and price point did not change. Pieces are typically rotated back and

forth between the two shops depending on the styling direction of V. “V” is busy, female and has a good career.

She doesn’t care for fast fashion but likes to be current and trendy with a twist of classic. She is used to getting

compliments, travels and mixes her wardrobe in a way that is very unique to her. 69 is a careful shopper, wants to

be equally “different” and “on trend” and knows vintage. He/she stops by vintage shops often, knows what’s going

on in the neighbourhood and knows a lot of people. He/she doesn’t have a lot of cash to burn but will spend on

the right “staple” pieces because he/she will wear them a lot.

BY KEALAN SULLIVAN

B R A N D I D E N T I T YPROBLEM & SOLUTION

In developing V and 69 Vintage, Kealan Sullivan has changed the way people shop for vintage and in doing so she

has changed the way people think about it too. She has created an environment where vintage clothes are displayed

as gems. By presenting only the best vintage pieces the concept of vintage shopping turned into a high-end boutique

experience selling only the highest quality of clothing. This new category of vintage is extremeley specific therefore it

draws in a very niche market. A market that ranges from a 50 year old sophisticated woman living in the suburbs

to a 20 something girl who lives in the city, has a creative job and is interested in all sorts of culture and social

activities. The main problems: 1. The stores struggle to gain enough recognition from its target market. 2. The stores

are missing a brand identity that customers can connect to and understand the brand better. 3. The stores don’t have

any advertising or any way of keeping the existing market comming back consistently. Kealan Sullivan’s clothes are

extremeley well received in the location that it is in (West Queen West) but not enough people know about it or

are aware of what it is all about. In order to bring Kealan Sullivan’s stores together but remain them separate from

one another a Masterbrand is to be created. This Masterbrand is KEALAN SULLIVAN. She is the architect behind

this new vintage revelation. V and 69 Vintage and what ever future stores Kealan will open will be sub brands of

the Masterbrand. Through strong visual and conceptual fashion images that capture the mood of the brand, a dis-

tinct voice and feel will be created for the brand. The goal is to make the KEALAN SULLIVAN brand recognized as

something completely new and unique to all of Toronto. Introducing it as it’s own unique category will help people

understand what it is and give them a more direct purpose for visiting the store. The large recognition it will recieve

will help it draw in its customer base, as the goal is not to get as many people into the store as possible but to

get more of the right ones. Since Kealan’s stores are beyond the expectations for a retail shopping experience they

will draw in people who have a specific reason for investing in her brand. As it serves as high end boutique, a

resource for stylists and designers and a creative, collaborative environment where they can gain inspiration, and a

personal shopping experience with free styling advice.

KEALAN SULLIVAN,

PHOTOGRAPHED BY

NATASHA MILANOVIC.

STYLED BY SARAH JAY.

EVERYTHING SHE IS

WEARING IS FROM HER

PERSONAL WARDROBE.

THE LOLITAS ARE A PAIR OF VISIONARIES THAT CREATE WORLDS DRAWN

FROM FANTASY, BEAUTY, AND DARKNESS. THEY ARE CREATIVE DIRECTORS

AS WELL AS ARTISTS, TAKING HAND IN EVERY ASPECT OF THEIR WORK.

THE PHOTOS THAT YOU WILL SEE THROUGHOUT THIS BOOK ARE ENTIRELEY

CREATED BY THEM. THE LOLITAS-KEALAN SULLIVAN COLLABORATION IS AN

ONGOING PARTNERSHIP THAT STRIVES TO BRING THE PERSONALITY OF THE

BRAND TO LIFE THROUGH ADVERTISING/VISUAL IMAGES, CAPTURING THE

TRUE ESSENCE OF KEALAN SULLIVAN.

THELOLITAS.COM

1. HOW DO YOU CHOOSE THE CLOTHES YOU DECIDE TO PUT IN THE STORE?

I most ly get inspi red by fashion I see on the streets and people who come in the store. People

may ask me for something and I wi l l go look for i t or I could see a gir l and base what I buy of f

that. I t is a select ion process. One part of i t is intu i t ive; whatever mood I’m in in the moment

and the other part of i t is strategy; knowing what’s trending, and knowing classic versus trendy. I

am constant ly ahead of the trends; I can kind of predict what is going to be in trend next. Other

t imes I wi l l be on the lookout for cer ta in th ings l ike denim and then I wi l l go scour ing al l my

resources to get a huge denim col lect ion. I also pick th ings based on good f i t and good qual i ty.

2. YOUR STORE LAYOUTS ARE VERY CONSISTENT AND COHESIVE, HOW DO YOU

COME UP WITH EACH COLLECTION?

It ’s a creat ive process, I get inspi red of f of something and i t just happens. I could be inspi red by

a certa in fabr ic and then col lect th ings that match that fabr ic and up creat ing a col lect ion of f that.

Each piece is so di f ferent and unique I just star t play ing around and end up creat ing col lect ions

that f i t into a story. I star t col lect ing for summer in the winter and once i ts al l together I star t

not ic ing l i t t le stor ies, the clothes star t creat ing thei r own l i t t le groups and each i tem becomes a

l i t t le character in the story.

3. HOW MUCH OF YOU IS REPRESENTED IN YOUR STORE?

Every aspect.

4. WHAT IS SOMETHING THAT PEOPLE DON’T KNOW ABOUT YOU THEY WOULDN’T

EXPECT?

I think people wouldn’ t expect my job to be so hard. People don’ t real ize how much work i t is to

run a vintage store. I t takes a lot of creat iv i ty and physical labor, t ime and ef for t . The cloth ing

weighs thousands of pounds, al l the laundry and mending needs to be done, and every single

piece has to get steamed and cleaned.

5. WHO ARE YOUR INSPIRATIONS?

People inspi re me; I am a big people watcher. I love looking at people on the streets and get t ing

inspi rat ion from them. Real l i fe inspi res me.

6. WOULD YOU CALL YOURSELF A STYLIST? HOW DO YOU CHOOSE CLOTHES FOR

CUSTOMERS YOU HAVE JUST MET?

I am a sty l is t by nature. I t depends on the customer; my favor i te th ing to do is to dress someone

without them tel l ing me what to do. But usual ly I am sensi t ive to people’s insecur i t ies and pref-

erences and body types so I can work of f that. So much about sty l ing and reta i l is about being

aware of how a person wants to be served, I have to be invi ted – somet imes they say to me do

whatever you want and I can just go and somet imes people just need help choosing what is r ight

for them and I am very good at doing both those things.

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7. HOW WOULD YOU DESCRIBE YOUR STYLE?

I always find this question hard because it is constantly changing. When I dress I can put a bunch

of dif ferent things together and they work perfect ly. People always ask me how I do it. Its hard

to put a finger on it but I am like a time travel ler, working ever decade into one outf i t . If I had

to define it, i t would be rugged, mascul ine but then del icate and feminine. It is unpredictable and

constantly evolving.

8. WHAT DO YOU LOVE ABOUT VINTAGE?

The quality. The fact that each piece is a time capsule. Every single piece I find comes from an era

or a place that can’t be visited which makes it exciting and never ending and makes me want to keep

exploring and finding gems.

9. WHAT IS YOUR DREAM/FANTASY WORLD?

It would be a room of all the best fabrics. A place where there were fabrics from every single decade

that we can touch and feel, like a museum. It would have all sorts of prints and the different types

of silks and cashmeres. A place where those fabrics can be experienced and you were able to take a

piece of it and just create something with it. That is why I love quilt ing. You can see all the different

fabrics that someone had all their lives, the idea of it appeals to me for that reason, to re experience

memories from one patch.

10. WHAT IS THE QUALITY YOU LIKE MOST IN A MAN?

Intellect, physical structure, the way he carries himself.

11. WHO ARE YOUR FAVOURITE DESIGNERS/ARTISTS?

Don’t have one because I don’t really keep up with designers or anything. I am just open to a lot of

things and might see something I really connect to but don’t have any favorites.

13. WHAT IS YOUR FAVOURITE COLOR?

Don’t have one, but am most drawn to crèmes and winter whites, blushes and pinks. I like romantic

colors. I like the way they blend together. I would love to have a whole bin of one color all

coordinated and just lock it up forever so it stayed like that.

14. WHAT DO YOU DISLIKE?

Cheaply made clothing, clothing that doesn’t fit properly.

15. WHAT COUNTRY WOULD YOU LIKE TO LIVE IN?

I have been to a lot of places but I am content living where I am except the one place I would love

to be is on a beach.

16. WHAT WAS YOUR FAVOURITE VINTAGE SHOPPING EXPERIENCE?

The best vintage market that I have ever been to was the flea market in Paris, France called Clig-

nancourt. I had never seen so much antique clothing in my life. I was blown away by the amount of

rare antique clothing because that is hard to find.

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AD CAMPAIGN:

The brand wil l be introduced in a compell ing three part ad

campaign running throughout 2014 and 2015. 1. Introducing

Kealan Sull ivan fal l 2014 2. Spring/summer 2015 3. Fall/

Winter 2015. These ads wil l be placed in magazines such as

Toronto Life, Now Magazine, The Grid TO, LOULOU and other

independant magazines that capture the true vibe of the city of

Toronto. They wil l also be featured on the KEALAN SULLIVAN

website as well as Toronto l i festyle blog, BlogTO.

1. INTRODUCING KEALAN SULLIVAN

The first campaign wil l introduce Kealan Sull ivan as a new brand. Kealan

wil l be featured in the ads as she is the charm and personal i ty behind her

brand. This wil l get her name recognized and it wil l help people connect

the brand to a person. She is already admired for her style and sparkle

so it won’t be hard to get more people to see it. The images in the ads

wil l speak for themselves.

This ad campaign depicts the dif ferent sides of Kealan’s personal i ty: quirky

and si l ly but serious and strong. The clothes featured in this campaign are

a part of Kealan Sull ivan’s personal col lect ion that she has been bui lding

over the past ten years. The style is a mix between her feminin side and

her mascul ine side.

KEALAN SULLIVAN AND STYLIST SARAH JAY

KEALAN SULLIVAN IN STUDIO, MARCH 8, 2014.

ALBUM STUDIO RENTALS INC.

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KEALAN SULLIVAN IN STUDIO, MARCH 8, 2014.

ALBUM STUDIO RENTALS INC.

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2 0 1 4 K E A L A N S U L L I V A N

A D C A M P A I G N


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Lavish & Luxe.SECRET GARDEN

MOOD BOARD FOR SUMMER CAMPAIGN 2015.

Bohemian RhapsodyA sleek, sophisticated bohemian edge for fall.

BOHEMIAN RAPHSODY

MOOD BOARD FOR SPRING CAMPAIGN 2015.

HOWL

MOOD BOARD FOR WINTER CAMPAIGN 2015.

True Grit

TRUE GRIT

MOOD BOARD FOR FALL CAMPAIGN 2015.

ALL MOOD BOARDS CREATED BY MARTHA JANE SIMPSON.

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TWO GIRLS WENT INTO THE FOREST AND FOUND THEMSELVES

SET IN A MYSTICAL FOREST, NATASHA MILANOVIC IS PHOTOGRAPHED BY

MARTHA JANE SIMPSON. CLOTHES BY KEALAN SULLIVAN.

MARTHA JANE SIMPSON PHOTOGRAPHED BY NATASHA MILANOVIC.

“S ince I was bo rn I ’ ve a lways had a c lea r v i s i on o f wha t

I wan ted to do and who I wan ted to be . Throughou t my

en t i r e l i f e tha t i s the one th ing tha t has s tayed cons tan t

and s t rong in my mind : my v i s i on to b r i ng the fan tas ies

in my head to l i f e . Th rough pho tog raphy , fash ion , and se t

des ign I am ab le to c rea te my own wor lds . Fash ion to

me is a wor ld o f end less poss ib i l i t i es . You can be and

do any th ing you wan t . I t i s a p layg round th rough wh ich

I can con t i nua l l y c rea te and des t roy in . The s to r i es I

c rea te in my head take my mind to many d i f f e ren t p laces

so I tu rn them in to rea l i t i es , rea l i t i es where no l im i ta t i ons

o r res t r i c t i ons ex i s t . I f i nd the re to be an indesc r i bab le

amoun t o f beau ty be tween the con t ras t o f the ex t reme

dark and l i gh t o f th ings . I am drawn to the in tens i t y o f

da rkness and the so f t and p leas ing ways o f l i gh t th ings .

Eve ry th ing I c rea te i s a p iece o f my sou l , a p iece o f my

mind , a pa r t o f myse l f I am sha r i ng w i th you .”

NATASHA M ILANOV IC IS A TORONTO BASED

ART IST , PHOTOGRAPHER , AND V IS IONARY . SHE

IS CURRENTLY F IN ISH ING UP A BACHELOR OF

DES IGN AT OCADU . SHE ASP IRES TO MOVE TO

LONDON , ENGLAND AND WORK IN THE FASH ION

INDUSTRY , CREAT ING STUNN ING ED ITOR IAL

IMAGES .

KEALAN SULLIVAN’S FEET BEHIND THE

SCENES, ALBUM STUDIOS. MARCH 2014

C R E D I T S

B O O K D E S I G N E D B Y N A T A S H A M I L A N O V I C . K E A L A N S U L L I V A N I M A G E S P H O T O -

G R A P H E D B Y N A T A S H A M I L A N O V I C . M O O D B O A R D S F O R S P R I N G / S U M M E R A N D F A L L /

W I N T E R A D C A M P A I G N S B Y M A R T H A J A N E S I M P S O N . S U M M E R 2 0 1 5 C A M P A I G N :

S E C R E T G A R D E N S T Y L E D B Y N A T A S H A M I L A N O V I C A N D M A R T H A J A N E S I M P S O N .

M A K E U P B Y N A T A S H A M I L A N O V I C A N D M A R T H A J A N E S I M P S O N . S E T D E S I G N B Y

N A T A S H A M I L A N O V I C A N D M A R T H A J A N E S I M P S O N . P H O T O G R A P H E D B Y N A T A -

S H A M I L A N O V I C A N D M A R T H A J A N E S I M P S O N . C L O T H I N G P R O V I D E D B Y V A N D 6 9

V I N T A G E . S P R I N G 2 0 1 5 C A M P A I G N : B O H E M I A N R A P H S O D Y S T Y L E D B Y N A T A S H A

M I L A N O V I C A N D M A R T H A J A N E S I M P S O N . M A K E U P B Y N A T A S H A M I L A N O V I C A N D

M A R T H A J A N E S I M P S O N . S E T D E S I G N B Y N A T A S H A M I L A N O V I C A N D M A R T H A J A N E

S I M P S O N . P H O T O G R A P H E D B Y N A T A S H A M I L A N O V I C A N D M A R T H A J A N E S I M P S O N .

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M I L A N O V I C A N D M A R T H A J A N E S I M P S O N . M A K E U P B Y N A T A S H A M I L A N O V I C H A N D

M A R T H A J A N E S I M P S O N . S E T D E S I G N B Y N A T A S H A M I L A N O V I C A N D M A R T H A J A N E

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M I L A N O V I C A N D M A R T H A J A N E S I M P S O N .

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Kealan Sullivan