Le Masculin Féminin.
In 2017, I started a project called Le Masculin Féminin. First a Social Media experiment around the masculine-feminine polarity, it quickly turned into a brand building exercise for a product that became a symbol of the idea that as women we can harness the masculine within us to create a new, modern feminine. A yin to yang.
The core products are basic t-shirts and sweaters (in black, white, grey, green, oatmeal, beige or berry) with the logo printed on the front in black or white. Black and grey sweaters were introduced later. Always a niche brand, with a loyal following, it serves as a small case study for how Instagram has the power to empower, and bring a brand identity to life.