We Are Handsome's 9th Collection of Activewear, a collection that was born out of every collection before it and a need to separate us from the pack.
I led the creative of every part of this collection, from the base prints (yup! designed them!) & style selection to the trims, shoot concept & post-production.
When we launched our activewear - 18 months before the 'boom' of active brands, we aimed at doing something luxurious yet accessible.
We were the first (and still one of the only) independent activewear brands to create a high fashion shoot for our campaigns. 95% of all active brands STILL are producing campaigns with someone pretending to run in a studio.
We created a brand for our propriety fabric - FlexiCool - which became the foundation of our quality and a key difference in our collections genetic makeup.
ROLES:
Creative Director
Print Design
Collection Concept
Shoot Concept & Execution