THE90S

2025

THE90S is a conceptual clothing brand designed to revive the bold spirit and vibrant energy of 1990s culture through a contemporary lens. The identity celebrates the decade, playful and full of character while translating it into a fresh, modern design language. Through minimalist yet powerful pieces, black and white aren’t just colors but a statement. I envision a world where fashion is timeless, simple, and bold.

To bring the brand to life, I created a lookbook that visualizes its concept and narrative, a magazine, and alongside packaging, a logo, posters, stationery, and additional collateral. The designs pair bold typography and energetic graphics with a clean, structured system, capturing the essence of 90s style while ensuring versatility across print and digital applications.