Overview
As a founder and creative director, I launched an independent slow fashion brand focused on storytelling, sustainability, and personal connection with the audience. The brand was born out of my desire to challenge fast fashion norms and to explore how clothing can reflect identity, nature, and emotional meaning.
This project combined brand strategy, ethical sourcing, fashion design, marketing, and community-building.
My Role
Artist
Problem & Objectives
The fast fashion industry dominates consumer habits, especially in online environments where speed and low cost are prioritized. As a small brand, we faced the challenge of standing out without relying on trends, discounts, or mass production.
We needed to:
1. Build brand visibility without compromising on core values of craftsmanship and sustainability
2. Educate customers about the emotional and ecological value of slow fashion
3. Develop a clear, emotionally resonant identity that inspires long-term loyalty
Strategy
I developed the brand around the idea of “clothing as a safe space” — inspired by personal memory, architecture, and nature. This translated into poetic campaign visuals, tactile fabric choices, and detailed storytelling behind each piece.
To bring the brand to life:
1. Built a seasonal narrative for each collection, merging personal storylines with cultural references and ecological themes
2. Created immersive content (videos, visuals, captions) that mirrored the sensory experience of the clothing
3. Launched small capsule drops, often accompanied by short essays or artistic collaborations to create deeper emotional connection
Key Results
The brand quickly developed a niche, engaged following — particularly among women in creative industries, slow lifestyle communities, and independent fashion media.
Key achievements include:
1. Sold out 3 capsule collections within 3–5 days of launch
2. Built a loyal Instagram audience of early supporters and press features through organic storytelling
3. Collaborated with sustainable fabric producers and initiated a transparent pricing model to build trust and brand integrity