There’s a new label hitting New York this month, and it’s putting all of its attention on headwear. Founded by creator and style it-girl Lucy Rae McFadin, Ditsy launches its inaugural collection today. Ditsy wants hats to move beyond being purely functional or occasion-specific and become as instinctive a choice as a favorite bag or pair of shoes, pieces you reach for without thinking and style differently every time.

With her résumé spanning modeling, DJing, creative direction, and content creation, and now design with the launch of Ditsy, McFadin is seeking to create something people could hold onto and rework season after season. Spending roughly a year working in Manhattan’s Garment District, collaborating directly with local pattern makers and manufacturers through repeated rounds of samples and fittings before settling on the final designs. Photographed by Tanya Ravichandran and styled by Cassie Jekanoski, the campaign introduces the debut collection, comprising a Layered Lightweight Beanie and a Convertible Scarf. Both are designed to adapt to the wearer, offering multiple ways to style them.

Photography by Tanya Ravichandran | Courtesy of Ditsy

For Lucy Rae, the label also marks a shift from contributing to other people’s creative visions to building one entirely her own, with the hope of creating something that lasts beyond a single season or trend cycle. The debut collection will be available beginning today at ditsyheadwear.com.

Courtesy of Ditsy