“CUTTING THE B.S. OUT OF YOUR CLOTHES”
For Christy Dawn, my team and I gave the brand a bold, Gen Z-forward reset. We reimagined sustainable fashion without the stigma, focusing instead on fearless and fun self-expression. I led creative direction and graphic design, co-developed an experiential pop-up, and shot and edited all campaign photography. The campaign made sustainability feel real, relevant, and worth talking about.
“CUT THE B.S.”
CLOTHING TAGS
Bringing “Cut the BS out of your clothes" ethos to life by showcasing custom tags Christy Dawn attaches to garments. Each tag features a unique anecdote and a QR code that leads to a page with styling suggestions for your new garment and a quick story of how it was made.
Designed by Bella Eaton
Conceptualized by Nia Jones and Bella Eaton
social postS
Bringing the “Cut the B.S. out of your clothes” campaign to life on social, this visual showcases the Cassia Shorts. The goal: show off how style and sustainability can coexist without compromise. Designed to stop the scroll and spark curiosity, this post blends bold copy with clean, confident imagery to highlight the feel-good factor behind every stitch.
Designed by Bella Eaton
