Portfolio

OUTCOME

What started as a single magazine ad grew into a fully integrated campaign spanning print, social, and experiential design. All components of the campaign is rooted in the belief that Telfar isn't for the hype. It's for the culture. Tying back to Telfar's brand message, "IT'S NOT FOR YOU—IT'S FOR EVERYONE.

The art direction consisted of confrontational copy that rejected luxury gatekeeping head-on, building a visual system bold enough to scale across print, digital, and experiential. What started as a single magazine ad expanded into a full integrated campaign: magazine ads, Instagram gifs and reels, a Times Square billboard, and an in-store interactive mirror.

Mainstream fashion media consistently overlooks Telfar in favor of legacy luxury brands, despite Telfar's massive cultural footprint. The brand needed a campaign that didn't just advertise the fashion, but highlight the messages the brand so loudly displays.

DESIGN STRATEGY

PROBLEM

BRIEF

Telfar is a black-owned fashion house that has spent over 20 years building a brand that the industry didn't design space for. While the luxury fashion world runs on exclusion, trend cycles, and gatekeeping, Telfar's power comes from the opposite:permance through community.

TELFAR INTEGRATED CAMPAIGN

ART DIRECTION

ADVERTISING

COPYWRITING

Using the tone they usually use for activism, to advocate for the cultural preservation of afrocentric aesthetics in the brand

Bold Messages

Using bold typography to represent the bold messages the brand shares

Identity

Focusing on the values the brand stands for and the people who support it

AD STRATEGY

Mood Board

Thumbnails

Originally, I was planning to do magazine spread ads, but due to the nature of my compositions, they would work better as single page ads.

TARGET AUDIENCE

Telfar’s target audience are individuals who prioritize community over status and independence over industry trends. These individuals view fashion as a tool for cultural preservation and exploration. They reject elitism to ensure high quality items are accessible.

IT’S NOT FOR YOU —

IT’S FOR EVERYONE.

KEY MESSAGE

Telfar makes high-quality fashion accessible to everyone, regardless of status, income, or industry approval.

Not for the hype. For the culture.

FIRST AD

Once this ad was created, the layout became the visual language I would pursue throughout the rest of the campaign. Bold type that commands the whole frame, photography from the brand that shows through the letterforms, messages loud enough to hold their own in an editorial context.

HEADLINE EXPLORATION

IMAGERY