A fashion journey beyond gender, empowering expression through bold, liberated visual storytelling
(CHALLENGES) Despite progress, the fashion landscape still carries deep-rooted ideas shaped by binary gender norms. Lovvin’ faces the challenge of building a brand identity that not only rejects these conventions but also connects emotionally with a new generation of wearers. The identity must reflect values of openness, softness, and individuality while remaining powerful enough to inspire. It must strike a balance between aesthetics and activism, offering visual clarity without losing the raw spirit of rebellion. This requires thoughtful storytelling and a design system that embraces fluidity while maintaining consistency across all brand expressions.
• Brand Strategy (Concept, Naming, Platform) • Core Identity (Logo, Color, Fonts) • Visual Identity (Graphic, Editorial, Photo) • Interior Moodboard (Concept, Direction)
A visual identity for Lovvin’ that challenges binary thinking in both fashion and design. Using expressive and unexpected elements, the brand becomes a bold voice for personal freedom to deliver a seamless, immersive essence.
(BIG IDEA) Taking cues from the rebellious spirit of Futurism and Dadaism, Lovvin’ reimagines the rules of both fashion and visual storytelling. The use of clashing typefaces, mixed textures, and raw design gestures reflects a refusal to conform. Every element, from the cut of a garment to the structure of a logo, embodies movement, unpredictability, and vulnerability. The design invites viewers into a world where gender has no limits and fashion becomes a language for authenticity. Lovvin’ encourages its audience to explore identity on their own terms, with the brand's core message standing clear: stay true to who you are and what you desire.
Lovvin’s identity rebels visually through cropped letters, bold drop caps, and Dada-Inspired Typography. Instead of traditional print, the brand uses fashion materials, fabric textures, stitching, and woven labels to express its essence.
(IDENTITY) Color becomes a tool of attitude, with bold contrasts like deep blue and bright red forming a palette that feels urgent and expressive. The combination of serif and sans-serif fonts resists harmony on purpose, creating tension that mirrors the complexity of identity. Photography is styled like an editorial collage, using cutouts, layering, and dynamic compositions to highlight fluid gestures and confident presence. Models are not just styled—they perform identity through expressive, sometimes confrontational poses. Altogether, the visual system rejects fixed norms, celebrating the soft, strong, and ever-changing expressions of self.
(Key features)
• Bold Dada-Inspired Typography • Fashion-Driven Collage Photography • Gender-Fluid Models & Styling • Unified Tag and Paper Materiality
Lovvin’ seeks to amplify its community engagement and brand message through bold, disruptive digital storytelling.
(APPROACH) The social media visual system emphasizes personal expression, featuring bold photography, animation layers, and collage-inspired design. Series include identity stories, styling freedom, and societal norm breakouts. Platform consistency is maintained with editorial-style layouts, type experiments, and modular grid applications.
If I had to choose between a talented partner or a professional one, I would always opt for professionalism because, to me, this is the factor that propels a business forward in the long run. However, I consider myself fortunate to have discovered Layơ Lab who has both.
Lovvin’ redefines branding by using fashion materials in place of traditional print. Fabric textures, stitched details, and woven labels bring the brand identi
(PRINTING) From swing tags to packaging and lookbooks, every touchpoint is designed with physical texture in mind. Printed pieces feature stitched edges, cloth inlays, and screen-printed textiles, creating a layered and sensory experience. These elements do more than decorate—they carry the intimacy and softness of the garments themselves. The branding feels worn, handled, and lived-in, mirroring the emotional connection people have with clothing. By turning branding into something you can feel, Lovvin’ reinforces its values of warmth, freedom, and individuality, where each design piece becomes a keepsake, not just a marketing tool.
Lovvin’ needed a photo direction that visually expresses its gender fluid philosophy, balancing masculine and feminine traits through both fashion styling and model portrayal, while staying natural, intimate, and free from rigid framing.
(INTERIOR) Lovvin’s photography harmonizes strong masculine shapes with soft feminine details. Tailored suits with upright collars and structured shoulders are paired with jewelry, pleated skirts, and sheer gloves. Models embody this blend, displaying beard lines, body hair, painted nails, and expressive makeup without hesitation. Every frame captures movement, emotion, and a sense of ease, reflecting the joy of personal discovery. The imagery encourages viewers to embrace a wider spectrum of identity, where gender is no longer a limit but an open space for play, growth, and self-affirmation through fashion.
