CONTEXT
Founded by fashion industry expert Alice Holland-Lu, The Female Archetypes was born from personal experience navigating the physical changes of womanhood, particularly after motherhood. The brand focuses on adaptive, timeless clothing that responds to the evolving nature of women’s bodies.
SOLUTION
A thoughtful and empowering visual direction expressed through a lookbook and supporting brand assets, including stationery, garment labels and event materials. The work captures the brand’s women-first ethos — celebrating confidence, comfort and authenticity while laying the foundation for a flexible and enduring identity.
SERVICES
Lookbook, Print, Art Direction
