SMUK

SMUK is an emerging London fashion brand redefining minimalist chic for the romantic, urban woman. Crafted with a meticulous blend of ethics and creativity, SMUK's signature "paper leather" material infuses genuine leather accessories with a delicate, ethereal touch, redefining the boundaries of luxury. My journey with SMUK began by embracing the paradoxical essence of their paper leather. Where paper meets leather, fragility meets strength, is the concept behind the SMUK brand. Bringing together the simple geometries of sheets of paper with organic leather patterns, this is the essence of SMUK . As the creative director, my vision was to encapsulate this duality in every aspect of the brand's identity and visual storytelling. At the heart of our concept lies a deep appreciation for the unique texture and essence of SMUK's paper leather. In our pursuit of authenticity, we opted for a natural setting bathed in daylight, allowing the inherent beauty of SMUK's creations to shine through. Through the lens of film photography, we captured raw, unfiltered moments, leaving subtle clues that invite viewers to unravel the story behind each image. As Creative Director, it's been our privilege to translate this ethos into a visual narrative that celebrates the multifaceted spirit of the modern woman. Client: SMUK Agency: Design Machine Role: Creative Director