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
PRESENTATION / RUNWAY SHOW
This season, 44 LABEL GROUP took inspiration from life on tour, capturing the reality of musicians traveling the world. The collection centers on utilitarian dressing, reworking the uniforms of road crews, engineers, and backstage technicians; the unseen backbone of the industry. Workwear staples like bombers and distressed jackets are paired with printed bowling shirts, while sheer tulle layers contrast oversized silhouettes, carpenter shorts, and graphics inspired by the roles and responsibilities of every single cog that makes the touring wheel turn.
Partnering with Urban Productions, we executed the collection’s third presentation at Milan Fashion Week, evolving my conceptual idea and art direction into an immersive runway moment.
PRODUCTION: URBAN PRODUCTION + VIDEO GANG / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / CASTING: SIMOBART / RUNWAY PHOTOGRAPHER: VALERIO MEZZANOTTE / My Role: CONCEPT AND IMAGE DIRECTORLOOKBOOK
PHOTOGRAPHER: VITALI GELWICH / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / CASTING: SIMOBART / My Role: CONCEPT & IMAGE DIRECTORCAMPAIGN
Shot backstage at the closing chapter of R LABEL GROUP’s 10-year anniversary tour, the SS24 campaign channeled the raw energy of the seasonal “On Tour” concept, portraying artists Clara Cuvé, Kuko, Kobosil, and Rikhter just before their performances at the event.
PHOTOGRAPHER: KANE HOLZ / My Role: CONCEPT & IMAGE DIRECTOR / TALENTS: @claracuve @KUKOCOLOGNE @KOBOSIL @RIKHHTER_R23COLLECTION
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