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?

The internal team had produced the last several campaigns, and while technically proficient, the work had become predictable.

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.

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

3 years later the newly added aesthetics are still part of the current face of the brand and part of the 15-year-anniversary collection exhibition.