FASHION

Filth Clothing

Amsterdam-based latex designer, Stuart Craig, asked me to help him create a brand from the ground up.

With no name and just a very nebulous idea of where he wanted it to go - more McLaren and Westwood, punk and club than fetishwear - I built a set of written and visual systems that would enable him to position the brand as hand-crafted and premium with an emphasis on provenance and quality.

Website build and maintained in Squarespace.

https://www.filth-latex.com

Pink background with a white letter 'F' in the center.

Creative Direction
Branding + Naming
Photographic DIrection
Web UI
Design Language
Copy + Content Design
Print Collateral

More McLaren and Westwood, punk And club

Model wearing red latex dress with black latex sleeves and black latex pants, promoting latex clothing fashion.
Close-up of a person wearing a red, shiny, zippered jacket with the words "FITHLATEX" overlaid.

DISCOVERY

Moodboard.jpg
Moodboard-2.jpg
Two rectangular tags hanging on strings, one black with a decorative white 'F' and the word 'Fifth' at the bottom, the other beige with white Chinese characters and the word 'Milk'
A color palette and mood board featuring fashion photographs and illustrations, including portraits of women in bold makeup and colorful clothing, with some images showing women in stylish outfits and poses.
Text on a black background that says, "We're Pleasure-seekers."
Orange background with white bold text stating: 'Colorful. Eccentric. Liberated.'

DESIGN LANGUAGE

Color palette showing primary colors of latex black, latex, milk, satin; secondary colors of mid turquoise, cool pink, mint; bright colors of passion red, bubblegum, electric blue.
The word "FILTH" repeated four times in different colors: black on red background, dark gray on black background, pink on black background, and blue on black background.
Color swatches labeled Bubblegum, Latex, and Milk, each with different background colors.
Pink background with white and purple text that reads 'ABRIL DISPLAY BLACK, fashionably liberated'.
Dark background with white text that says "NIVEAUX GROTESK LIGHT" and "the authentic you."
A woman with black hair in a high ponytail, wearing a black and red striped latex dress, black crocodile-embossed high-heeled boots, and black nail polish, sitting on the floor against a plain background.
Model wearing a red and black latex dress with matching black latex gloves, posing against a neutral background.
A logo with a windmill drawing at the top, the text 'hand-crafted in the Netherlands' in the middle, and a rainbow-like arc at the bottom with the text 'be the authentic you' beneath it.
A double-sided business card for Filth Latex Clothing with a pink and black color scheme. The front features the word 'FILTH' repeatedly in pink on a black background, and the back displays a pink-tinted photo of a woman in latex clothing with contact information and the slogan 'Be the authentic you'.
Two fashion posters with a woman in bold outfits, one lying on the ground and the other standing holding a large object, both featuring the brand name 'FILTH'
A piece of dark blue transfer paper with pink text that reads 'FILT' in a repeating pattern.
Black circle with the word 'FILTH' in pink uppercase letters in the center.
A person holding a black and white invoice or receipt with the header 'FILTH' and a large placeholder headline, against a plain white background.
Close-up of a woman's face and neck wearing a light blue latex garment with a black zipper at the neck, and black earrings. The image contains overlaid text about a latex clothing brand from Netherlands.
Laptop screen displaying an online dress store with a woman wearing a black and red striped dress in a diamond-shaped frame.
Two smartphones displaying fashion websites with models wearing latex clothing and accessories.