Normless.

For my own brand, Normless, I aimed to create a debut collection that blends menswear and womenswear aesthetics to challenge societal gender norms. The goal was to design and market pieces that resonate with individuals seeking style beyond traditional gender boundaries.

I developed the brand identity, logo system, and seasonal visual themes. The first collection, inspired by the emotion of anxiety, featured a mix of streetwear and tailoring with contrasting soft/hard fabrics in olive green and gray. I oversaw the entire creative process — from initial sketches and spec sheets to fabric sourcing from China and Vietnam, collection line-ups, and final marketing materials. I also conceptualized a campaign portraying individuals breaking societal boundaries, blending fashion editorial and documentary styles.

The 3 collections esuccessfully positioned Normless as a forward-thinking, concept-driven label. It attracted interest from emerging designer showcases and discussions for a potential pop-up collaboration with Bloomingdale’s. The branding and campaign visuals set a strong foundation for scaling the brand’s presence in the unisex fashion market.