LUST CLUB
A Collectible Desire
PROJECT TYPE
Conceptual brand campaign / experiential fashion project (Unrealised Concept)
FORMAT
Brand Creation, Multi-channel Campaign Development
TIMELINE
Ongoing Conceptual Work
ROLE
Creator & Creative Director
DISCIPLINES
Branding, Experiential Marketing, Editorial Photography, Campaign Strategy
CHALLENGE
How can a brand reclaim “lust” as something positive, mindful, and sustainable? The challenge was to reframe lust beyond the sexual taboo—into a broader cultural appetite for style, self-expression, and sensory experience. The brand needed to balance provocation with elegance, turning desire into a responsible, conscious lifestyle.
IDEA
LUST CLUB positions lust as an act of care: “Enjoy your lusts responsibly.” The brand identity and campaigns celebrate small indulgences—sight, taste, touch, sound—framed as rituals of mindful consumption. Alongside its playful and provocative tone, the brand’s core idea is that its T-shirts are timeless in material and fit: garments meant to last, to be worn, reworn, and even passed down. In this way, lust becomes not fleeting, but enduring.
EXECUTION
(Concept Phase)
Brand World: Concepted the narrative and visual direction, then collaborated with a graphic designer to bring the logo to life — ensuring it embodied the juiciness, minimalism, and high-quality feel central to the brand.
Product Direction: First capsule of T-shirts in neutral tones with bold colour contrasts (red = passion, blue = longing, black/white = timelessness).
Quality & Fit: Focus on durable fabrics and cuts designed to outlast trends — pieces to be kept, not discarded.
Narrative Tone: Lust framed as a pulse, a craving, an insistent rhythm—applied across copywriting and campaign storytelling.
IMPACT
(Projected / Intentional Impact)
LUST CLUB isn’t just a fashion concept — it behaves like a cultural attitude. By reframing desire as something mindful rather than disposable, it challenges the urgency culture of trend-chasing. The project opens space for conversations around pleasure, sustainability, and emotional longevity — merging fashion, behavioural psychology, and lifestyle ritual into a brand that could live as both product and experience. It’s designed to function as a movement as much as a garment.
CULTURAL RESONANCE
(Projected / Intentional Resonance)
Lust made timeless — stitched to endure.
Lust Club was conceived as more than a clothing label — it’s a provocation wrapped in elegance. By repositioning lust as something mindful and enduring, the project tapped into fashion, lifestyle, food, nightlife, and art all at once. Its tone — playful but responsible — makes it naturally press-worthy and easy to imagine living in cultural spaces beyond retail: pop-ups, exhibitions, collaborations, and lifestyle coverage.
