Femme de la Femme

Case overview
A feminist creative platform I founded to challenge gender stereotypes and create space for inclusive storytelling. What began as a series of statement t-shirts evolved into a complete brand ecosystem including e-commerce, live events, editorial content and strategic collaborations.

Challenge
I wanted to create work that aligned with my values and contributed to the cultural conversation around feminism and equality. The ambition was to build something both commercially viable and culturally meaningful, allowing the platform to evolve organically while developing skills beyond traditional agency art direction.

Outcome
Developed deep expertise in holistic art direction; spanning brand, content and physical event
Established long-term collaborations with like-minded partners
The project demonstrates end-to-end creative ownership

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Editorial photographs Photo: Victoria Stillwell

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Website including e-commerce

Solution — 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

2018 — 2020
Stockholm

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