Soft California light and tactile detail defined the brand’s lifestyle aesthetic—effortless, lived-in, and quietly premium.

Creative Direction

I shaped the brand’s evolving editorial direction across social, e-commerce, and campaign storytelling—developing a sunlit, tactile visual language that balanced California ease with elevated everyday essentials.

An emphasis on materiality — crisp cotton, lived-in wrinkles, and elevated everyday essentials.

For the Men’s Fall Lookbook, the art direction introduced a more structured, heritage-driven sensibility—contrasting rugged texture and urban settings with the brand’s signature softness.

This early editorial direction helped establish a visual language that supported the brand through a period of renewed growth and digital expansion.