SOO

[DESCRIPTION]

SOO is a comprehensive fashion brand created to challenge the fast-paced dynamics of the current industry. The project proposes an alternative model centered on consumer awareness and the revival of traditional, lost practices. By intentionally slowing down the cycle of immediacy, the brand focuses on made-to-order production and the use of upcycled materials, effectively extending the object’s lifespan and restoring its value as a durable, resilient piece.

[DEVELOPED]

The project’s execution is articulated through a visual and physical system that translates the concepts of resistance and adaptation, using the figure of the shepherd as a conceptual counterpoint to modern obsolescence. I developed the visual identity from scratch, starting with bespoke illustrations and graphic assets—like raw lettering and textile cartographies—that define both the garments and the brand’s communication.

From the launch campaign to the handmade lookbook with blind embossing, every piece was designed to feel tactile and intentional. This same logic carries over to the digital experience: the website intentionally removes direct "buy" buttons to break the impulsive consumption loop, forcing a personal dialogue to acquire each piece. Along with the reusable packaging and authenticity cards, every design choice reinforces a commitment to repair and permanence over the disposable.