DILATION
CLOTHING DESIGN
About the project-
Driven by the abstraction of accepted structured and cultural norms, we aim to make pieces that speak directly to a generation that is not only technodexterous but has erased the traditional norms and is forming new definitions by
up-cycling societal structures and ideas to fit their new reality. As a brand, we believe functional minimalism is
a staple for every season.
Keeping that in mind, we aim to blur the lines between comfort and style by pulling in a refreshing set of colorways, luxury and timelessness to our pieces using simple silhouettes and detailing.
Project 04/07
THEY DON’T WANNA SEE SOMEONE LIKE ME DOIN’ BETTER THAN THEM
One of the T-shirt design quotes*Dilation was a concept I envisioned and developed in collaboration with Harsh Parmar, the founder of Mars Gallery. I proposed the idea of introducing an in-house brand for Mars Gallery, addressing the need for a unique offering beyond the exclusively outsourced products. This initiative allowed the company to expand into new creative territory while staying true to the core values and ethos that define Mars Gallery.
Since the inception of the brand, spanning over two years, I have developed the primary design language for the clothing line. During this time, I also designed two capsule collections, each featuring six unique designs, along with several independent drops, showcasing a dynamic and evolving creative vision.
I also art-directed two shoots for the brand in London, crafted to further expand the narrative of the clothing line. These shoots were deeply rooted in the brand's ethos, adding depth and storytelling to the designs, enhancing their visual and conceptual appeal.
This is a behind-the-scenes video clip from one of the brand's thoughtfully curated shoots.
This pop-up event celebrated the brand's one-year anniversary and marked the launch of the second capsule collection. Hosted at True Black, a vibrant and centrally located café in Hyderabad, India, the venue was carefully chosen for its alignment with Dilation's target audience and brand ethos. I curated and designed the complete pop-up set, ensuring it resonated with the vision and narrative of the second collection while creating an engaging and immersive experience for attendees.