This project presents the creative direction and digital rollout for APHORISM. From campaign imagery and website design to physical brand assets, the work explores how fashion identity can be expressed consistently across editorial, e-commerce, and object design.
AW25 Campaign & Digital Experience
Role: Creative direction, digital strategy, content design
Focus: Campaign launch, UX/UI, brand consistency
Deliverables: Campaign visuals, landing page, pop-up, brand assets
APHORISM Landing Page
The website is designed around how people browse fashion, not how products are stored.
“SHOP BY MOOD” acts as a primary discovery layer, reflecting research from Baymard Institute showing that apparel shoppers browse across categories and struggle with long product lists and filters.
The homepage avoids being a product dump and instead guides exploration.
Products can appear in multiple moods, increasing exposure without repetition fatigue and reflecting real outfit-based shopping behaviour, while surfacing items to different user intents without relying on algorithms.
Newsletter & Pop-up UX
The newsletter is framed as early access.
The pop-up is triggered after user engagement, avoiding early interruption and improving sign-up quality.
Copy focuses on private drops and editorial content to attract high-intent users, while a single-field form minimises friction.
The design matches the website experience, so the pop-up feels integrated, not disruptive.