A self-initiated experimental merch campaign

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.