A Vibrant New Campaign Created By an All-Native Cast and Crew

Lauren Good Day's new collection showcases the beauty of her home and her people, featuring a colorful array of pieces, ranging from printed tees to skirts and sundresses

began designing her new spring 2020 collection last spring, she knew she wanted to go back to a more traditional aesthetic instead. As a result, she paid homage to her own home territory through her designs, as well as spotlit its homegrown talent by collaborating with an all-indigenous crew for the campaign.

Good Day is from the Fort Berthold Indian Reservation in North Dakota, and is an enrolled member of the Mandan, Hidatsa, and Arikara Nation . “We're a small tribe, but I'm so proud of my lineage and where I come from,” she says. “We have long standing roots historically, as our villages were the trade epicenters on the Plains.

now—she wanted to showcase the beauty of her home and her people, and it resulted in a colorful array of pieces, ranging from printed tees to skirts and sundresses.For this particular assortment, Good Day didn’t want to reinvent or modernize her traditions, rather focus on developing prints and patterns that are completely authentic to her tribes.

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