THE RIBBON COLLECTION
CONTEXT:
The Ribbon Collection draws inspiration from mid-century art and a feminine design language, reinterpreted through a contemporary fashion lens.
The visual direction focused on softness, detail, and restraint allowing product, styling, and mood to create a quiet but intentional campaign world.
ROLE:
Art direction, creative strategy, and digital campaign design
Product details were designed to feel discovered through touch, proximity, and movement rather than overt presentation.
PRODUCT LOGIC
Florals, textures, and objects were treated as emotional cues, reinforcing the tenderness of the world surrounding the product.
WORLD CONTEXT
IMPACT:
Imagery centered on expression and presence, capturing moments of stillness, connection, and vulnerability.
DEEP EXPRESSION
Became the most requested denim restock in the last two years
Drove the brand’s most viewed campaign TikTok to date, reaching over 500K views
Marked the first viral product moment of the year, generating over one million social impressions
Emerged as the highest-performing denim revenue driver in the shortest recorded timeframe of 2025