He develops visual identities, editorial projects, and experimental graphic systems with a strong focus on narrative, research, and self-production.
YEAR
He develops visual identities, editorial projects, and experimental graphic systems with a strong focus on narrative, research, and self-production.
SOO
2026
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.
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.
Tomás Morena
Lucia Valero
Jordan Rodríguez