S-HE
Brand identityLaunch campaign
2020
Brand identity
Creative direction
S-HE is a clothing label shaped by visual storytelling and the power of performance. Born out of years spent inside the hiphop dance scene, the project treats garments the same way dancers treat movement: as vessels for narrative, emotion, and identity. Each capsule collection operates like a choreographed act. Deliberate and designed to speak loudly.
The identity behind S-HE is stripped to the essentials. Quiet, almost clinical. That deliberate blankness creates space for each release to overwrite it, to reframe it, like a canvas prepped for new work. Rather than relying on a llively visual language, the label builds worlds one chapter at a time. Each installment becomes a self-contained universe with its own logic, mood, and direction. The identity is designed to become a blank canvas for every world.
The name S-HE is twofold. It references my own last name, but more crucially, it expresses fluidity. The hyphen doesn’t divide — it connects. The pieces are genderless by nature, not by trend. Cuts are accessible and shared. S-HE is less about clothing norms and more about how clothing makes you feel. Who you become when you wear it, and what kind of story you can tell without speaking.
The first release, ARGENTUM, was built during the days of lockdown. A single sweatshirt, printed in layered white, and metallic 3D collection title and bust. Cold, sharp, and flatlined. Retaining no heat. Just like that moment in time: everything drained, distant, paused. It was a portrait of isolation in textile, set to the tempo of a life on hold. A quiet beginning intentionally held back, giving the brand space to settle before new worlds are built on top of it.
The identity behind S-HE is stripped to the essentials. Quiet, almost clinical. That deliberate blankness creates space for each release to overwrite it, to reframe it, like a canvas prepped for new work. Rather than relying on a llively visual language, the label builds worlds one chapter at a time. Each installment becomes a self-contained universe with its own logic, mood, and direction. The identity is designed to become a blank canvas for every world.
The name S-HE is twofold. It references my own last name, but more crucially, it expresses fluidity. The hyphen doesn’t divide — it connects. The pieces are genderless by nature, not by trend. Cuts are accessible and shared. S-HE is less about clothing norms and more about how clothing makes you feel. Who you become when you wear it, and what kind of story you can tell without speaking.
The first release, ARGENTUM, was built during the days of lockdown. A single sweatshirt, printed in layered white, and metallic 3D collection title and bust. Cold, sharp, and flatlined. Retaining no heat. Just like that moment in time: everything drained, distant, paused. It was a portrait of isolation in textile, set to the tempo of a life on hold. A quiet beginning intentionally held back, giving the brand space to settle before new worlds are built on top of it.