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A self-initiated experimental merch campaign exploring how AI-assisted imagery can be combined with human art direction to create a distinctive visual identity for a fictional streetwear brand.
--Full project description--
The Museum of Lost Things is a self-initiated creative concept for MUSE, a fictional contemporary streetwear brand built around the idea of preserving the little things we tend to forget.
I wanted to move beyond the typical AI-generated fashion aesthetic and build an entire visual world around the product. The campaign transforms ordinary forgotten objects — old keys, handwritten letters, pressed flowers, photographs, pocket watches and buttons — into curated museum artifacts surrounding the MUSE garment.
I used AI-assisted image generation as part of the visual development process, while focusing heavily on art direction, composition, color, storytelling, consistency and product presentation.
The final concept includes a fashion campaign image, a museum-style product display and a detailed still-life composition, all connected through the same visual language.
Creative direction: nostalgic, whimsical, editorial and slightly surreal — while keeping the merch itself minimal and commercially believable.
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