Brand identity for SelfMythology

Project description

Myth isn't a lie. It's a lens you look at your own life through. That's the idea behind SelfMythology, a cashmere brand getting ready for its first drop. We built it from the ground up. The brand doesn't sell clothes. It sells a state of mind: the feeling that you're the main character of your own story. The clothes are artifacts of that state. Its heroine knows her worth and chooses herself without guilt. Not "I'm better than you." Just a calm "I like who I am." Everything else grew out of that. Not quiet luxury, a quiet character: the quality of quiet luxury, with symbols and a story. Two metal objects. Narcissus: the moment you look at yourself and the image shifts under your gaze. Gargoyle: a water spout and a guardian of the building at once, the ability to stay yourself under pressure. Ornament as white-on-white blind embossing. And one rule for every frame: never 100% myth, never 100% reality. Your Arc.