This chapter shows how a brand’s visual content strategy produces and reproduces fashionable identities. New York fashion label Maryam Nassir Zadeh (MNZ) serves as a case study. The ideal MNZ woman is recognised as an effortless, eclectic Lower East Side New Yorker with brazen confidence in her style. Drawing on the work of Michel Foucault, the chapter identifies this woman as a discursive construction and illustrates how she is invented within and across the brand’s visual communication strategy. The MNZ woman is a compelling construction, calling to shoppers who want to imagine themselves as effortless and eclectic, too.