Photographed by @cashkev
| When Julie reached out about her exciting s/s 2021 collection for, loll. I was quick to hop on the challenge of creating a logo that will represent the new era of streetwear essentials.
| The goal was to achieve a symbol that speaks to the masculine silhouette of the garments. Combining both the plasticity and structured nature of, loll. I wanted to design a logo that carries weight with a soft touch. The fluidity of the organic shape spoke to that concept as a whole.
| Another challenge was to attain the illusion of movement into the final logo, which was achieved through the built-up of thin strokes when replicated.
| The majority of the design direction was a direct inspiration from the final product of the collection, which resulted in a cohesive marriage of creative design of different mediums.
" Julie's capstone collection 'loll' is a ready-to-wear luxurious menswear s/s 2021 collection. Although categorized as menswear, these garments are not confined to gender. The collection includes timeless, all-round functional, luxurious clothes. The collection fuses minimalistic design details and masculine silhouettes while experimenting with sustainable fabric choices. Its comfortable, sensible, thoughtfully functional pieces are closet essentials.
Inspired by women and men in power, Julie designs with the intent to innovate and incorporate both masculine and feminine elements to challenge the concept of duality and differences. "
Quoted by, Ryerson Fashion.