For PUPA’s first fashion launch, we aim to redefine the perception of lingerie by offering a fresh perspective that blends style, confidence, and individuality. Our goal is to guide customers in seeing lingerie not just as special occasion wear but as a fashionable expression of personal identity.

This was the first project I led as a Creative Director. Although I didn't have extensive experience at the time, I proactively communicated with industry professionals and made every effort to coordinate each stage of the process. For instance, I created layout sketches and detailed mood boards for the models and photographers to ensure they understood my vision. In the end, I successfully met the challenge and completed the project.

In this project, we faced a limited budget and a tight timeline, as we had to handle packaging, clothing design, social media promotion, and the brand style guide simultaneously. I was responsible for all visual design, brand management, and advertising efforts. Additionally, I coordinated the work across various departments, such as fashion design and photography, to ensure everything was aligned.