For Aurelia, I developed a luxury fashion brand identity connecting the precision of making clothes with freedom of movement. The idea shaped both the expressive campaign work and the practical presentation of each piece within the shopping experience.
Fraunces brings expression to editorial headlines, while Inter keeps navigation and product information direct. Warm neutrals keep the clothes prominent, with gold used for selective emphasis. The monoline icons are carefully drawn to carry the same attention to detail into the shopping interface.
The making imagery focuses on hands, tools and the handling of cloth. Close views of chalk lines and pinning give the campaign language something concrete to refer to, making craftsmanship visible through specific actions.
The website was designed to move beyond a simple product catalogue. It creates space for both the pieces and the stories behind them, connecting craftsmanship, materials and sustainability through a refined editorial experience.
The result is an identity that invites a closer look at the clothes. Aurelia’s sense of luxury comes through in the attention given to texture, detail and presentation, an approach that gives the brand substance as well as atmosphere.
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Brand designer based in Bucharest, Romania, with 5 years of agency experience.