questionmark emerges from uncertainty, the confusion of entering a fashion industry that often conceals its pathways. Conceived as both archive and guide, it gathers voices, stories, and fragments of knowledge from those shaping fashion today, forming a cultural network built by people and their shared experiences.
RAW is a study in building identity, a brand imagined and constructed through photography, video, and art direction. It encompassed market research, audience definition, and the development of a visual language capable of existing consistently across platforms. Beyond its strategic framework, RAW reflects on authenticity and representation, asking how a brand can remain both visually coherent and emotionally connected to its community without losing its values.
Forever Together uses cannibalism as a metaphor for the dynamics of identity within relationships. It reflects on how closeness can lead to imitation and absorption, where boundaries blur and individuality becomes uncertain. The work questions the tension between intimacy and autonomy, exploring the fragile line between merging with another and remaining oneself.
Paloma Wool FW25 highlights casting as an extension of brand identity. The process required understanding the creative and artistic vision at its core, not only visually but conceptually, and translating that into the selection of models who embody the brand in its entirety. Casting functions as a curatorial act, shaping the runway into a performative narrative of image, culture, and representation.