This project started with a question I found genuinely interesting:

How do you make a 12-year-old fashion brand take the next bold step without loosing its roots or pretending it's something it's not?

Working alongside the head of design and product development, refining concept and story, we returned to the spirit of their earlier work while establishing a new form of boldness.

I directed the assets that present the season incl. line sheets, lookbook, campaign stills and show materials, so the collection reads as one idea.

Three years later the aesthetic is still part of the brand's face and part of the 15-year-anniversary collection exhibition.