Fashion Design + Creative Direction

A celebrity-backed lifestyle brand spanning fashion, childrenswear and homeware.

The overview

Truly was a direct-to-consumer lifestyle brand with a high-profile founder at its core. Working as the sole designer in direct collaboration with the founders, I led the full creative output of the brand, from product design across every category to creative direction, brand identity and packaging.

The Challenge

Building a celebrity-backed brand comes with its own particular pressures. The product range had to feel aspirational and credible enough to stand independently of its founder’s profile, while remaining commercially accessible and broad enough to serve a wide customer base, across women’s, men’s, children’s and homeware in a single, cohesive brand world.

The Thinking

With no design team around me, the approach had to be disciplined and intentional from the start. Every decision, from garment design to packaging to website tone of voice, needed to ladder up to a clear brand identity. To give the range further reach and elevation, a Black Label fashion line was developed as a brand hierarchy tier, allowing Truly to speak to a more fashion-forward customer while keeping the core range accessible. Photoshoots were managed and directed in-house, keeping the creative vision consistent across all touchpoints.

Services

• Brand design and identity
• Trend research and season direction
• Garment design and development across women’s, men’s and children’s
• Homeware direction
• Packaging design
• Website tone of voice and product descriptions
• Brand hierarchy creation including Black Label fashion line
• Photoshoot management and creative direction