THE SAFETY PIN

Bounded by the uncertainty of love.

What if Rick Owens had a Bridal line ?

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An exploration of unconventional unions. As a co-creative director, I aided my team in planning the sub-label dedicated to unconventional unions from its visual identity, all the way to the final film and editorial. 

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Other teams began with a story and brand, but my team and I went in a different direction which is fitting for our parent brand, Rick Owens. Our photographer had a wedding shoot just in time for our deadline and choosing a bridal house was too simple for us. When asked each other, “Who would you never expect to have and bridal line?” and “What if it was Rick Owens?” We aimed at reimagining bridal and just what that means. Rick Owens is not a brand that follows the rules or does the expected. Love and Marriage are the same. There are some unions that are unusual in nature but are still beautiful.

The branding elements we chose, such as color story, aimed at representing all unions that are bound by the uncertainty of love. Love is neither light nor dark, it is neutral and undecided. Love is unknown, difficult, and even scary, but it's beauty can ultimately set you free.

We created the visual identity for this sub-label, styled our model, and scouted for one location since the wedding was already set in stone. The result was a brand concept followed by a fashion film, editorial, and marketing mock-ups that fit the sub-label as well as the parent brand aesthetic.

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LINK TO FINAL FILM