Overview
Released on February 14th, this playlist-inspired collection explored love, longing, and heartbreak through apparel. Each piece drew from iconic songs that evoke emotional extremes — from Frank Ocean to Strawberry Guy. As the Creative Director, I headed both apparel design and campaign execution across social.

My Role

• Conceptualized the visual identity of the campaign

• Designed 10+ original graphics for tees and hoodies

• Directed the art style — printed on pastel and black tones, washed textures

• Created story content and post layouts, mimicking lo-fi Tumblr and tape deck aesthetics

The Collection

• "Pleasure Over Matter" Tee — inspired by Frank Ocean's Pink Matter

• "Your Mind is My Favorite Color" Tee — a Mac Miller tribute

• "You Died" Tee — graphic red-on-black type design referencing Cuco’s Romantic Homicide

• "Time Just Floated By" Tee — visual lyrics from Peter Cat Recording Co.

• "Are We Still Friends?" Tee — minimal white tee referencing Tyler, The Creator

• "The Only Heartbreaker" Tee — grunge visuals for Mitski’s emotional track

• "New Person. Same Old Mistakes" Hoodie — Tame Impala-inspired message hoodie in mint green

• "I Don’t Know What I’m Doing Here" Tee — Strawberry Guy lyric tee in lilac

• Other supporting graphic tees that echo themes of detachment, nostalgia, and emotional conflict

Campaign Design

• A looping narrative across story slides introducing heartbreak as a theme

• Muted backdrops, creased paper textures, scribbled red notes

• Collage-style layout highlighting each tee with song + artist annotations

Creative Notes
This collection was deeply emotional but never overly sentimental. It balanced aesthetic softness with lyrical bit.

"is this what heartbreak feels like?" wasn’t just merch. It was a wearable playlist.