BLACK LABEL: AFTER HOURS

CONTEXT:

Afterhours draws from 2000s nightlife culture and the visual language of Hollywood’s after-dark spaces where identity feels fluid and style becomes more expressive.

The campaign aimed to introduce Black Label as a distinct, elevated sub-brand by balancing grit and polish through controlled lighting, minimal color, and editorial restraint.

ROLE:

Art direction, creative strategy, and digital campaign design

FOCUS:

Concept development, visual identity, and scalable design systems.

Objects, textures, and surroundings were treated as narrative cues, reinforcing the world the product lives in.

WORLD CONTEXT

Product decisions were guided by proximity, movement, and low-light conditions, allowing details to reveal themselves naturally.

PRODUCT LOGIC

Imagery was approached as documentation, capturing atmosphere and behavior rather than staged moments.

IRL DOCUMENTATION

IMPACT:

  • Became the highest-grossing Miss Me campaign in the past year

  • Outperformed the initial Black Label launch within the first 24 hours

  • Marked the first time in two years that tops and outerwear rivaled denim in sales

  • Delivered the brand’s highest-engaged Instagram Reels video to date

  • Maintained top-10 denim styles for over six consecutive weeks