Editorial Brand Concept Development & Digital Identity
IDENTITY DESIGN CONCEPT DESIGN BRAND CAMPAIGN
CONTEXT
Art & Fashion Studio
Brand ConceptROLE
Creative Direction
Visual Design
TIME 2024-2025
YUA YUA is workwear for those who redefine work.
Born underground, YUA YUA first emerged as a small fashion booth in an abandoned mall. What started as a simple, makeshift booth selling vintage pieces has transformed into its own brand, pushing a daring and subversive approach to fashion.
A wardrobe for designers, musicians, architects, and creatives—those who exist between the structured and the chaotic, the corporate and the counterculture. Every collection is a conversation, drawing from industrial landscapes, brutalist architecture, ‘90s Japanese fashion, punk-rock zines, and the transgressive aesthetics of visual kei.
As a part of my creative process, I love putting together moodboards.
Bringing in visuals from art, editorials, fashion, photography, architecture, music, cinema — anything with a tangible form to create a loose visual narrative.
The Style of Freedom
Precision, but with the unpredictability of the underground. Each collection exists as a cultural dialogue—using fashion as both uniform and rebellion. The brand embraces paradox: structured yet deconstructed, refined yet distressed, classic yet unpredictable.