Visual language & creative concept

For momox fashion, I created and defined the brand’s visual language and the overarching creative concept for the seasonal marketing photo and video assets.

Client
momox fashion
Project Type
Concept
Roles
  • Owned the creative concept and visual language, bridging brand, marketing, and audience insights to build a cohesive and scalable visual framework.

Project Overview

For momox fashion, I developed the overarching creative concept and defined the brand’s visual language for seasonal marketing assets.

momox fashion is a leading recommerce platform for second-hand clothing, focused on selling pre-owned fashion online. It promotes sustainability by extending the lifecycle of garments through efficient, data-driven resale processes. As part of the momox umbrella brand, it contributes to a more circular fashion economy.

The visual direction is bold and fashion-forward with a playful edge, combining an editorial yet approachable aesthetic. It is trend-driven, contemporary, and expressive, balancing a premium look with an accessible second-hand charm. The tone is confident, modern, and designed for social-first environments.

The concept is tailored to a female millennial audience, which also informs the casting approach. Each season features two female talents whose personal style reflects the ethos of second-hand fashion. Rather than traditional models, the focus is on authentic, confident personalities with a distinctive style and a strong voice, representing values such as diversity and sustainability.

Process

The content strategy and visual language are shaped by stakeholder needs, target audience insights, and available budgets. The creative approach is intentionally playful and engaging, communicating key USPs while reinforcing the second-hand lifestyle and a strong sense of community.