The challenge: to invent a brand and devise its advertising campaign.

 

The solution: create a unisex fashion brand 'x over y' and a simple campaign to launch it that would stand out in its category.

 

Advertising for luxury fashion brands tends to be quite conventional and I wanted to try and challenge some of these conventions with my brand and campaign. The emphasis is on the classic cut and neutral palette of the clothes. It is not about aspirational models in glamorous settings but rather the opportunity to create a look from scratch, not limited by overly gendered designs.