Made for wherever the day takes you.
A functional urban clothing collection inspired by outdoor gear.

From Product to Campaign

Inspired by hiking gear and technical apparel, I developed the concept of smart functionalism — everyday clothing with thoughtful details, adaptable silhouettes and functionality that goes beyond the city.

Breathable and water-resistant fabrics, ventilation zippers, adjustable fits, modular details, carabiner loops and plenty of pockets. Every detail had a purpose.

I wanted to make clothes I'd actually wear myself — functional, versatile and ready for whatever the day brings. From the office to the city, and beyond.

Inspired by outdoor gear, I developed the concept of smart functionalism, combining technical fabrics, adaptable silhouettes and thoughtful details designed for everyday life.

As Creative Lead & Art Director, I shaped the collection from concept to launch: designing and prototyping garments and functional details, selecting materials and colors, collaborating with the factory, and defining the overall product direction.

I also developed the positioning and campaign concept, art-directed the photography and video, and led the creative execution across digital communications and in-store experiences.

A project where I got to design not just the campaign, but the actual things behind it.