Anemoia is the feeling of nostalgia for a time you never actually lived through. For Gen Z, the early 2000s exist exactly that way, fuzzy with longing for a moment they were too young to remember but can't stop referencing. Confirmed by one quick scroll on TikTok.
This conceptual collection lives inside that feeling.
The concept’s foundation is a charm and bag collection which pulls from the visual language of Y2K at its most maximalist. Bedazzled hardware, tiny silhouettes, and playful excess that came with the emergence of tech.
The Dollzmania keychains are the centerpiece, miniature figures dressed in Miu Miu runway rendered for the first time outside of it’s computing confines, with customization options for the kind of collector who wants something made for them specifically.
The influencer activation is a sleepover camp designed entirely around 2000s nostalgia, the most aesthetic version of every sleepover, mall trip, and AIM away message from that era. Invitations arrive as a mailer where inside, a special edition bedazzled Miu Miu phone can be found. The invitation to camp arrives as a text message to that phone. The phone itself arrives wearing the charms.
The pop-up environment pulls from the same world, a 90s and early 2000s rave aesthetic set in Texas, no smart phones allowed.
CONCEPT, COLLECTION DIRECTION, MERCH DESIGN, EXPERIENTIAL DIRECTION, INFLUENCER CAMPAIGN, MAILER DESIGN
SKIMS built a brand on the idea that you don't have to sacrifice how you look just because you're at home. Jacquemus has been saying the same thing from the south of France for years, linen that moves, pieces that feel thrown on but come together in such an effortless way. This collaboration is where those two worlds actually make sense together.
The collection reads: Mediterranean morning. Linen throughout, light and tailored enough to go from bed to pool to a café table without a second thought. The Jacquemus Sole swimsuit and Grosgrain tank anchor the tops alongside SKIMS' bikini and plunge styles, with a new tailored lounge pant developed specifically for the collab. Bags in teddy fabric with the Jacquemus classic flap keep it warm and a little unexpected without breaking the mood.
The pop-up is a European-style café in the Skims rounded structural style, with London as a great first location option , given SKIMS' flagship opening.
CONCEPT, CAMPAIGN DIRECTION, PRODUCT DIRECTION, MERCH DIRECTION, EXPERIENTIAL CONCEPTING
A French pop-up concept built around the 20-year anniversary of Angel, the perfume that debuted in 1992 and ran as the house's signature for two decades. The brief I set for myself was personal — rooted in the Fall-Winter 1995 haute couture show and a long family history with the scent. The concept centers on that mythology rather than a product launch.
A splash campaign concept for Louis Vuitton luggage built around the idea that you take your experiences with you, inside your Courrier. Pitched for London and Shanghai.
CONCEPT, CAMPAIGN DIRECTION
Skiing is one of the more punishing things you can do to your skin. Wind, altitude, cold, and UV do real damage, and most people don't think about it until they're already inside peeling off layers at the end of the day. This concept starts from that gap.
For a limited winter residency in Jackson Hole, I concepted the transformation of an existing ski outfitter space into an Aesop skincare station, a working pit stop designed to meet skiers at the moment they actually need it. The space retains the bones of the original shop, raw wood, worn metal, the honest texture of a working mountain environment, with Aesop's material language layered in strategically.
The objects designed for the activation were built around the constraint of the slope itself. Nothing that adds weight or bulk to a jacket. A resin clip, the Descent Slide, holds a single Aesop tube or tin and attaches to a zipper pull or belt loop.
The concept was built for Jackson Hole specifically because the landscape earns the tension. The harshness of the mountain and the restorative quality of the product are in genuine conversation there in a way that a more polished resort town wouldn't allow.
CONCEPT, SPATIAL DESIGN, OBJECT DESIGN, MERCH DIRECTION, EXPERIENTIAL DIRECTION, COPYWRITING
