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Creative Director and Lead Designer.  I build worlds through design turning product into stories that moves culture.

“Pardon my Passion“ - MUI

AMELIA RUNWAY COLLECTION

IN-LINE 

FW  24




Role: Design Lead / Concept Designer
Category: Inline Women’s Eyewear Collection


Overview

The Amelia Runway Collection was developed as Randolph’s first true women focused inline product launch, honoring the pioneering spirit of Amelia Earhart. Timed to release on Earhart’s birthday, the capsule was designed to expand Randolph’s reach to female consumers while continuing the brand’s heritage in aviation storytelling. By blending Randolph’s military roots with a fashion forward women’s capsule, the collection connected history with modern lifestyle and opened a new category for the brand.

Creative Direction

The design narrative balanced aviation heritage with modern elegance:

  • Introduced Randolph’s first semi-polarized gradient lens, the Rose/Tan Sunset Rose lens.
  • Featured Canary Gold acetate bayonets paired with Sunset Rose lenses for a warm, fashion-forward finish.
  • Designed a limited-edition silk scarf inspired by aviation-era accessories, alongside seasonal color palettes to match fall tones.
  • Developed custom packaging, cleaning cloths, and in-line Sounder Goods straps in new seasonal colorways.

Design Process

  • Created updated Aviator and Amelia frames in 23k White Gold with Sunset Rose semi-polarized lenses.
  • Strategically paired the White Gold Amelia with the White Gold Aviator to draw Aviator loyalists into the women’s category.
  • Designed supporting accessories including straps, scarf, packaging, and cleaning cloth to complete the capsule.
  • Planned the launch strategy around Amelia Earhart’s birthday to maximize cultural resonance.
  • Directed the seasonal palette (navy, khaki, sunset orange, vintage navy, and sunset red) to align with fall fashion



Impact & Wins

The Amelia Runway Collection established Randolph’s first true women’s product line, signaling a strategic expansion beyond its core male consumer. Pairing the Amelia frame with the Aviator proved highly successful, boosting Amelia sales by 50% and pulling Aviator fans into the women’s category. The White Gold Aviator sold out within three months, while accessories including Sounder Goods straps and the silk scarf drove incremental interest. The introduction of semi-polarized lenses also marked a technical first for the brand.

Key Highlights

  • Randolph’s first women’s-focused inline capsule.
  • First semi-polarized gradient lens (Sunset Rose).
  • Paired White Gold Amelia + Aviator to strategically boost Amelia sales by 50%.
  • Expanded women’s category with eyewear + accessories (straps, scarf, packaging).
  • Seasonal fall palette combining heritage tones with modern fashion.
  • Strategic launch on Amelia Earhart’s birthday reinforced aviation storytelling.
  • White Gold Aviator sold out within three months.

Engineering Campaign Video - Vincent M. Picone


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