Memes and TikTok trends may seem distant from luxury heritage houses, yet they increasingly raise the question of how such brands can integrate them into their own language. Versace Girl Gang serves as a case study exploring a methodology for luxury brands to engage with social media trends. It expands Versace’s creative territory by launching an ongoing show on the brand’s TikTok account. The format – specifically designed to align with Versace’s identity and described as a „TikTok Telenovela“ — combines classic television storytelling with the raw, fast-paced style of the platform. Through a cohesive and globally relevant strategy, the project follows a group of girls whose lives showcase moments inside the Versace universe — featuring its products, shows, afterparties, and celebrity culture behind the scenes. 📱💄👭👭🍸

This project, developed for the Loewe marketing team, introduces a magazine that explores the connection between words and Loewe. Each issue focuses on a specific word that captures Loewe’s identity, with this edition highlighting „Anemoia“ — a longing for a past never experienced. It explores Loewe’s connection to craft and history while also emphasizing its contemporary relevance in the digital age. Through curated content, personal reflections, and visual storytelling, the magazine aims to express the indescribable feelings Loewe evokes and help readers find the words to articulate their experiences with the brand. 🌳🖼️✨💭🕰️🐄

Released in March 2020, Animal Crossing: New Horizons offered an escape during the COVID-19 pandemic. The game seems peaceful, with activities like fishing and gathering fruit, but it’s driven by capitalism. Players sell items to buy more or pay off loans to expand their homes, and the island is controlled by Tom Nook, a tanuki who represents monopoly power. The project „^_^ a cute $tory of capitalism ^_^“ explores this fusion of gaming and online retail. A video was created that blends gaming catalogs with e-commerce websites, featuring Animal Crossing accessories brought to life using mass production technologies like thermoforming and casting. The objects are warped, pixelated, or simplified, questioning whether design is about creativity or just mass production. 🐶🌳👛🐰👧