For this project, our mission was to build a fashion brand. We had to build our brand's identity through various tasks: create a visual moodboard, define our tone of voice, pick a name, target an audience, build up personas, design a logo and finally, deliver a visual 'lookbook'.
As fast-fashion is one of the biggest causes of pollution today, I decided to envision a sustainable fashion brand. The concept of my brand was to offer an affordable and sustainable clothing line, as well as provide a 'recycling service' which would provide a modern 'makeover' to an outdated wardrobe (inspired by Patagonia's vision). The name 'Myoko' was inspired by the stratovolcano in Honshu, Japan. The logo was inspired by Okaidi's playful logo and Uniqlo's minimalistic one. I directed and photographed this shoot at the Ruins of St. Dunstan-in-the-East, in London. My creative route and aim was to capture the connection between the subject (human) and nature.
