LABEL GRAPH X OMISHA
Graphic Apparel Design
This project was a collaboration with Label Graph, a sustainable fashion label based in India, to create a collection that envisions a whimsical world of misfits and the unique clothing they would wear. The designs feature a mix of abstract and floral repeat patterns, developed for digital printing to bring the garments to life.
LOOKBOOK CONCEPT AND DIRECTION: The lookbook shoot was designed to bring the collection’s world of misfits to life by visually immersing the protagonist in a surreal, cartoon-like space. I developed the concept to blur the line between reality and fiction, using playful set design and exaggerated styling to create a sense of being trapped inside an illustrated world. This approach emphasized the collection’s theme of individuality and self-expression, reinforcing the idea of clothing as a means of navigating an imagined, dreamlike reality.
ILLUSTRATIONS: The illustrations bring the world of misfits to life by imagining the diverse characters—both human and non-human—who would wear these garments. The goal was to reinforce Label Graph’s inclusive ethos by depicting a playful mix of personalities, emphasizing that the brand is for everyone. These illustrations were created for the brand’s digital marketing, adding a whimsical narrative to the collection.
