Femme de la Femme

Case overview
What began as a series of statement t-shirts I made for pure fun evolved into a full brand including e-commerce, live events, editorial content and strategic collaborations.

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Editorial photographs Photo: Victoria Stillwell

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Website including e-commerce

Femme de la Femme
I started Femme de la Femme as a self-initiated creative project and testing ground for holistic art direction. The project allowed me to build and lead a brand from scratch, spanning brand identity, product design, content creation, events and partnerships, with full creative ownership.

Product & E-commerce
A collection of feminist statement t-shirts, tote bags and hoodies featuring original illustrations and typography, where I developed the complete brand identity, including brand name, logotype, visual language and tone of voice. The collectiond was launched on the website including the e-commerce and manifesto.

Editorial Content & Collab – Grounded x Femme
Collaborated with Grounded Factory on an editorial content series highlighting female entrepreneurs. I art directed the photography, conducted and edited interviews and shaped the storytelling to position the brand beyond product, focusing on values, sustainability, female-led creativity and representation.

Live Experience
A large-scale feminist event bringing together artists, musicians and the community. I curated the full experience, from venue selection and artist booking to spatial design and brand activation.

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My Role
Founder & Creative Director: conceived the brand and led all creative development from concept to launch
Brand Identity: logo, visual language, typography and tone of voice
Product Design: all graphic prints and illustrations
Art Direction:  photography, casting, styling and creative direction
Copywriting: brand, website, editorial, and social media copy
Production: print production, e-commerce setup and launches
Event Production: live event curation, spatial design and collaborations
Partnerships: initiated and executed Grounded Factory collab
Community Building: feminist markets and social media presence

Deliverables
Brand Identity
Manifesto
Website with e-commerce
Editorial photo
Product Photo
Product text
Editorial interview series Grounded x Femme
Large-scale live event
Social media content 

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Photographs from the collab Grounded x Femme, a series of interviews with female entrepreneurs
1. f.l. Joanna Swica and Louise Johannesson, founders of Friendcation and Johanna Lundqvist, independent photographer 
2. f.l. Linda Lindström and Kajsa Lindström, co-founders of Beteendelabbet and Eleonora Cantera, founder of Gotain
3. f.l. Maria Danielsson founder of Deelicious and Sofie Kraft and Catja Divjak, Independent yoga instructors 
Photo: Victoria Stillwell

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Snapshots from the live event

Self-initiated Project
2018 — 2020

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