The stay-in collection

This project involved developing the strategy and creative direction for Slouch, a modern loungewear and PJ brand redefining comfort with style. I led the process from concept to execution - crafting the story behind the new collection, directing production, and building cohesive visual guidelines. Through refined art direction, thoughtful styling, and a calm yet confident tone, the campaign captured Slouch’s essence: effortless, elevated, and intentionally comfortable.