Creative Direction
Brand
Consistent, story-driven, and aspirational yet relatable. Inspired by early Benetton ads, I highlight diversity, friendship, pop culture references, cultural heritage with direct, and engaging styling.
Voice
Authentic, clever, and conversational - inviting customers into the brand’s world while maintaining a consistent tone that feels real, thoughtful, and unforced.
Media
Casting people with compelling stories, creating campaigns that invite participation, and using e-commerce as an editorial platform that communicates brand identity with mood, energy, and style.
Design Direction
Utilitarian, functional, meaning, fun, surprise, fit, print, fabrics, sustainability, ethical manufacturing, experimentation, new techniques, technology
Ethos
A design philosophy that balances function and meaning with moments of joy and surprise. Fit, print, fabric, and thoughtful details create work that feels intentional and alive. Sustainability and ethical production remain central values, supported by ongoing experimentation with new techniques and technologies.
