Jamesdeen Liv Revamped Behind The Scenes 0 | Better

“We had a boardroom full of mockups,” recalls , the newly appointed Creative Director for the LIV line. “They were beautiful. Refined. Safe. But safe is the enemy of better. We realized we weren’t solving the core problem: the old LIV was a 7 out of 10. We wanted a 9.5, but we were polishing a 7.”