MAGNOLIA / JOANNA GAINES

Magnolia isn’t just a brand—it’s a feeling. Warmth, welcome, memory, and meaning. Translating that into scent meant capturing the quiet beauty of everyday spaces, and letting simplicity speak. We partnered closely with Joanna to design exclusive fragrances and custom packaging that reflected Magnolia’s grounded, intentional aesthetic. Hidden patterns, considered colors, and tactile details echoed the craftsmanship at the heart of her brand. Whether sold through Magnolia’s own retail channels or at Target, every element of the collection was built to bring authentic beauty into the home—with subtle storytelling woven into every layer.

As the creative and brand lead for the Magnolia licensing partnership, April oversaw the development of two distinct assortments: a boutique collection sold through Magnolia’s own channels, and a custom line created exclusively for Target. She led all aspects of creative direction, including fragrance development, product and vessel design, copywriting, brand storytelling, and retail strategy. The collaboration was grounded in a shared value for simplicity in design—and resulted in a collection that was as quietly compelling as it was commercially successful. This work deepened ILLUME’s credibility as a creative partner to iconic lifestyle brands, blending authenticity with retail execution at scale.