THE CHALLENGE: Create the visual campaign for the Sophia 33 fashion brand. Focused on handmade multilayered clothing items, Sophia 33 needed a narrative visual campaign that could fit a courageous vision for a small designer house.

THE CONTEXT: Sophia is a young Romanian designer who manufactures one-of-a-kind organic wool clothes, handmade and with a powerful traditional background. She was unsatisfied with her brand image, and wanted a rebranding process. I was given a creative carte blanche. 

THE CONCEPT: Since I felt Sophia is a very complex designer using multiple folkloric references in her creative approach, I decided to use  the half ram/half wolf brand identity concept and translate it into a narrative dimension.

I set four antithetic keywords as my aesthetic guidelines in the visual process: WOOL/LATEX, INDUSTRIAL/HANDMADE, WOLF/SHEEP, ROYAL/PASTORAL. My biggest challenge was though turning all of them into a coherent concept, relevant to a designer house and distancing it from the current cliches of the fashion world. 

The idea was to create a choreographic visual  language, by introducing strong Romanian references in a more universal dimension, that could become relevant for the international fashion market.