Arts Thread

AMI MAISON is a Cape Town-based contemporary fashion brand centred on modern minimalism, individual expression and refined design. This project explores the development of a distinctive visual identity through logo design, typography, colour palette and brand guidelines. Combining an editorial aesthetic with considered visual elements, the identity reflects the brand’s approach to contemporary fashion, elevated everyday wear and personal expression.

Development of a 12-page editorial zine and campaign moodboard, exploring brand storytelling, visual identity, fashion trends, creative references and the overall visual direction of the AMI MAISON campaign.

Designed an e-commerce website for AMI MAISON, translating the brand's visual identity into a cohesive digital experience. Focused on editorial layouts, typography, product presentation and intuitive navigation to create a refined online shopping experience.

This project explores campaign development and visual storytelling for Rethread through two distinct fashion campaign concepts. The first, Her Own Narrative, explores themes of female identity, individuality and self-expression through a considered campaign direction. The second focuses on the Spring/Summer 2025 season, translating seasonal inspiration into a cohesive visual concept. Both campaigns involve creative research, moodboard development and the exploration of styling, imagery, colour and atmosphere to establish their individual identities. Together, the project demonstrates the development of fashion campaigns that communicate brand identity while creating engaging and visually distinctive narratives.

After Hours is a fashion editorial mock-up exploring contemporary femininity through contrasting textures, structured styling and bold accessories. Drawing inspiration from modern fashion magazine editorials, the shoot combines classic wardrobe staples with more expressive styling choices. Leather, oversized silhouettes, crisp button-up shirts and voluminous skirts create an interplay between masculine and feminine elements. Chunky jewellery adds character and visual impact, bringing individuality to each look. The project focuses on fashion storytelling through styling, image composition and editorial layout, translating a contemporary fashion perspective into a magazine-inspired visual concept.

Timeless Edo is a fashion photography project inspired by the visual culture, traditional aesthetics and architectural heritage of Edo-period Japan. The photoshoot explores the relationship between historical Japanese influences and contemporary fashion, creating a visual contrast between tradition and modernity. Through considered styling, composition, colour and atmosphere, the project captures a sense of timelessness while reinterpreting traditional elements through a contemporary editorial lens. The imagery focuses on creating a distinctive visual narrative, drawing inspiration from Japanese art, cultural symbolism and understated elegance.

This project explores the Adidas Vault concept through editorial design, visual communication and experiential retail. The project includes the development of a 10-page Adidas fanzine, designed to communicate the brand's identity through graphic layouts, typography and visual storytelling, alongside a supporting campaign poster. The project also involved developing an Adidas Vault pop-up activation as part of a collaborative group assignment, exploring spatial design, product presentation and customer experience. Together, these elements translate the Adidas brand into a cohesive creative concept across print, graphic design and physical retail environments.