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Dilation
2021-24Art Direction  
Clothes Design
Branding & Strategy

Dilation looks at streetwear through a slightly distorted lens, taking what feels familiar and pushing it just enough to feel different. Built across art direction, clothing design, and brand strategy, the project sits somewhere between structure and disruption.




It responds to a generation that doesn’t really follow rules anymore, just rewrites them. Cultural references, systems, and aesthetics get picked apart and rebuilt into something new. Functional minimalism stays at the core, but nothing is left completely untouched.

The idea was to sit between comfort and statement. Simple silhouettes keep things grounded, while colour and detail push just enough to avoid feeling basic. It’s minimal, but not boring.







Developed with Harsh Parmar, Dilation became an in-house extension of Mars Gallery. Instead of relying only on external brands, this introduced something original, built from the same language but with more control. Less about filling a gap, more about shifting what the space could offer.





Across two collections, I handled everything from garment design and graphics to campaigns, pop-ups, and launch strategy. It wasn’t just about making clothes, it was about building a full world around each drop. Every release was treated like an event, with a clear visual language and rollout that carried from teaser to launch to physical space, making sure it hit just as hard online as it did in real life.








This campaign moves between daylight ease and late night intensity, capturing that in between space where streetwear actually lives. It is less about over explaining and more about instinct, attitude, and a slightly offbeat sense of confidence. There is a quiet humour in how things are framed, a reminder that style can feel considered without taking itself too seriously.


Shot across natural and urban settings, the visuals balance polish with spontaneity. Strong lighting, unexpected angles, and small imperfections give the campaign its character. The styling feels intentional but never forced, layered, expressive, and slightly undone. That mix of control and looseness keeps everything feeling alive rather than staged.
 





At its core, the campaign is about flexibility in style, identity, and interpretation. Each frame carries a different energy, but together they build a world that feels cohesive without being rigid. There is confidence throughout, but also a sense of play. It is streetwear that understands its place, but is still willing to shift it slightly.

These designs explore typography as a visual form rather than something purely readable. The custom cypher-style lettering distorts “Dilation” into an abstract graphic, creating a sense of curiosity and play. It looks complex at first glance, but carries a simple idea underneath, adding a subtle layer of humour to the branding.



The pieces balance minimal silhouettes with expressive graphics, allowing the designs to stand out without feeling overworked. Clean compositions are paired with layered details, creating a visual identity that feels controlled, slightly unconventional, and easy to wear.






This pop-up was an extension of the brand into a physical space, placed within the calm, minimal environment of True Black. The contrast between the raw, expressive graphics and the quiet, considered space created a subtle tension, allowing the pieces to stand out without disrupting the atmosphere.


Rather than feeling like a traditional retail setup, the pop-up blended into the space, becoming part of the experience. It invited interaction in a more natural way, where people could engage with the work while moving through the café, keeping the presentation relaxed, immersive, and slightly unexpected.







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