FORM’s Pointelle Collection – Creative Direction & Strategy

Led the creative direction for FORM’s Pointelle Collection, a step beyond traditional activewear into pieces designed for both sleep and everyday wear. Focused on showcasing the collection’s versatility, transitioning from loungewear to elevated day-to-day styling. Applied strategic thinking to craft a vision that captured this duality, ensuring the content resonated with the audience and maximized the collection’s profitability.