For each season, I lead the creative execution from concept development to final imagery. I established the seasonal theme, designed graphic key visual prints, and crafted the visual storytelling to be told across all of our channels. Collaborating with photographers and stylists whose sensibilities resonate with the season and brand, I guided the process end-to-end. From briefing through image selection and retouching, ensuring a unified and cohesive visual presentation of the seasonal collection across all touchpoints. Below is a selection of my favorite assets from the season

LOOKBOOK

FW24 draws inspiration from the enduring legacy of Berlin’s iconic R LABEL GROUP, the techno label founded by Max Kobosil in 2013 that started it all. Re-imagined for 44 LABEL GROUP, the collection translates the label’s visual language into garments defined by distressed fabrics, acid washes, and industrial textures, reworking the original visuals which solidified the imprint’s signature identity. Styled and creatively supported by Betsy Johnson, whose instinct for character and silhouette helped shape the collection’s visual narrative, the project came to life through a close creative collaboration between her, photographer Raphael Bliss, and our internal design team, reinterpreting our utilitarian silhouettes once again through the raw lens of techno culture but in a perfectly honest way.

PHOTOGRAPHER: RAPHAEL BLISS / STYLIST: BETSY JOHNSON / HAIR: PAOLO SOFIATTI / MAKE-UP: SARA BUSAN / CASTING: CONAN LAURENDOT  /  VIDEOS: TIA SILVESTRINI & ALEXANDER COPPOLA / My Role: IMAGE DIRECTOR
TALENTS: @GEORGIAPALMER @LELLEKELLY @sickim__ @ITSLOUFA_2.0

RETAIL LAUNCH EVENT

During Fashion Week in Milan, the FW24 collection was first unveiled at Antonioli through an intimate friends and family of the brand gathering. More than 600 members of our Milanese community joined and experienced the collection before its global release across our wholesale partners to a special DJ-Set from 44 Label Group Artist Aiden.

RETAIL PARTNER: ANTONIOLI MILANO / VIDEO: KRISTJIAN VOJINOVIC

CAMPAIGN

The campaign was photographed following 44 LABEL GROUP’s headlining show at Knockdown Center in New York City in June 2024. Shot the next day, the full DJ lineup became the focus of an intimate portrait series – a multifaceted group of artists central to Kobosil’s label imprint, embodying a fluid duality between fashion and techno. The FW24 campaign was captured by Sven Marquardt, a defining figure of Berlin’s techno culture. Over the past three decades, Marquardt has established a distinctive photographic language known for its raw, uncompromising portrayal of his subjects.

PHOTOGRAPHER: SVEN MARQUARDT  /  My Role: IMAGE DIRECTOR / TALENTS: @aiden @somewhen @claracuve @streetmoments.nyc

COLLECTION

I define the visual language of each collection through the development of 20+ seasonal graphics, patterns, and typographic elements integrated across garments. I oversee logotype application, graphic placement, proportion, and color strategy in full. In close collaboration with my design team, I contribute to material direction – providing hands-on feedback on fabric textures, surface treatments, silhouettes, and print techniques to ensure the concept is realized both visually and physically. Below is a selection of a few seasonal pieces introduced to the collection for the first time.

PHOTOGRAPHER: SIMONE GALBUSERA  /  My Role: ART DIRECTOR