SOMUCHLOVE

THE CLIENT: SoMuchLove- The creative collective focused on bringing artists together to spread love through branding, events, fundraisers, and recording local bands.

THE ASK: Make SoMuchLove more than just a streetwear brand.

ROLE: DIRECTOR OF ART DIRECTION & PHOTOGRAPHY; VIDEOGRAPHY

The first day that I joined SML, I knew it was special. I knew that these people were making art in a way that I hadn’t seen before. I knew they had ideas and a dream for this brand… it just took some direction to get there. We took inspiration from American streetwear brands, 90’s fashion, and warehouse aesthetics. This resulted in weekly meetings for brainstorming, countless mood boards, mind maps, and shot lists.

I directed and shot for both volumes of the line releases.

After the product shoots, we wanted to do more. We wanted to showcase an event that brought people together while simultaneously promoted the launch of the clothing line.

In May 2024, we held what we called “SOACHELLA”, a house show that gathered six local bands and a crowd of listeners. A lot of planning, designing, organizing, and love went into this day. To make it official, we all wore our red construction vests that became a sort of “SML uniform”. I filmed and photographed the event alongside several other creatives.