

For this project, I chose to create an eponymous brand that reflects my values and creative language. The brand explores the intimate relationship between humans and clothing, with a focus on genderless, artisan-crafted daily wear. I proposed that garments can hold deeper meaning—and therefore last longer—when they connect to multiple senses, not just sight. By incorporating artisanal fabrics and encouraging tactile, emotional engagement, the brand promotes a slower, more mindful approach to fashion, not for the sake of trend-driven sustainability, but as a form of personal ritual.


This project was developed during the second semester of my Master’s in Creative Direction program in 2021. The assignment challenged each student to create a fashion brand from scratch. We delivered by defining the brand's core identity through strategic frameworks such as brand archetypes and the 3D business model (Human–Industry–Society), and articulating its universe through visual assets, moodboards, and storytelling.


We were also asked to develop a sample seasonal collection, complete with product merchandising, a linesheet, a sales funnel strategy, and a conceptual showroom layout.


Visually, the brand embraces a raw, textural aesthetic that highlights imperfection as beauty. Its direction values the organic and unpolished to invite the wearers to experience fashion not just as a product, but as an evolving relationship between body, material, and memory.

Here is the video of the full book flip-through for this project