The Context:
From Surface to Substance Having architected the visual lexicon for Mango’s Junior, Ladies, and Men’s lines over several seasons, my role evolved from a freelance print specialist to the creative lead for a holistic “Back to School” capsule. This project was born from a specific need: to elevate the seasonal transition from summer’s lightness into a functional, sophisticated academic narrative that avoided tired cliches.

The Intervention: A 360° Design Ecosystem I approached the capsule as a “total look,” ensuring the product design and brand storytelling were inseparable:

Product & Print Synthesis: I developed a series of “narrative textures” and collaborative garment silhouettes. The prints weren’t merely applied; they were integrated into the architecture of the clothing, balancing contemporary utility with youthful elegance.

The Tactile Anchor: I directed and designed a limited-edition collection book. By selecting specific paper stocks and experimental layouts, this piece transformed the capsule into a tangible story, bridging the gap between the design studio and the consumer’s hand.

Omnichannel Immersion: The visual language of the book was translated into the digital and physical realms. From webshop interfaces to in-store presentation assets, I ensured a seamless “click-to-brick” experience that maintained a singular, hypnotic atmosphere across all touchpoints.

The Result: Beyond the Garment. By unifying product development with high-level art direction, we solved the problem of brand fragmentation during a peak retail window. The capsule didn’t just sell clothes; it sold an intentional, curated identity that resonated with Mango’s global audience.