The Fitting Room
A fashion concept where transformation steals the spotlight.
Role & Process
A self-initiated editorial concept shaped by instinctive strategy and rapid execution:
- Brand story development and narrative positioning
- Visual identity curation and moodboard design
- Conceptual editorial direction using AI-enhanced tools
the challenge
Luxury fashion often polishes the final look—but skips the becoming.
Maison D’Vire, a fictional couture house, wanted a campaign that lived in the in-between. The unfinished zip. The bent knee. The stylist’s hands.
They were less interested in the bow and more interested in the breath before it was tied.
How could a fashion brand capture the elegance of becoming?
Brand Identity
name & narrative
positioning statement
name & narrative
The Fitting Room — the moment before the debut, when presence is practiced and power is still quiet.
core values
positioning statement
name & narrative
Intimacy. Motion. Transformation. Editorial truth.
positioning statement
positioning statement
positioning statement
An editorial concept for brands redefining luxury as process, not perfection. The Fitting Room celebrates fashion’s quietest moments as its most powerful ones.
Art Direction & Aesthetic Language
LOGO CONCEPT
Color & Archetype
Color & Archetype
=
Color & Archetype
Color & Archetype
Color & Archetype
Visual Moodboard
Color & Archetype
Visual Moodboard
Creative Execution
Each scene was imagined using generative AI tools to emulate real-world behind the scenes imagery
Tools Used
- Generative AI ( Midjourney, Sora)
- Canva (Moodboard, Layout)
