Misfortune

Misfortune is an edgy, Y2K-inspired clothing brand born from a fusion of dark aesthetics and early-2000s nostalgia. I decided to create this clothing brand in March 2023, evolving from initial sketch concepts into a fully developed brand identity, digital presence, and apparel line. The process began with detailed mood boards and market research to capture Gen Z’s fascination with retro futurism, grunge, and statement streetwear. Select designs were refined and digitized in Adobe Illustrator and Photoshop, experimenting with various colorways and garment placements. Simultaneously, sourcing screen printers and garment suppliers added production feasibility to the vision. I focused on creative direction for the photoshoot, where styling, location scouting, and model casting brought the collection to life. Photos were captured with a moody, high-contrast aesthetic and edited in Lightroom and Photoshop to enhance tone, texture, and brand cohesion.