Permission is a Toronto activewear brand from sisters Laura and Amanda Santino, built around size-inclusive design and everything that happens around movement. Mutual Friends works alongside the founders as creative director and consultant: campaign concepts, pre-production, shoot planning, social planning and launch rollouts, with the Permission team producing in-house.
Permission x Maya is the brand's first creator collection, designed with Maya Jardon. We built the story around her off-duty uniform, the pieces she reaches for between class, coffee and the rest of the day. The shoot was planned as four worlds of movement (casual, everyday active, studio and ballet), each with its own backdrop, props and looks, then carried into a day of content in New York.
The rollout moved in steps: teasers from mood boards and fittings, a reveal, then the collection on July 16, carried into a weekend pop-up on Ossington that we helped direct and roll out. The full collection sold out, and came back this fall with a restock and waitlist campaign.
Between the big drops we plan the feed and the launches that keep it moving: naming, colour story and graphics for Everyday Lace, and the concept, copy and rollout for À La Sport Mode.
