Eleven: Curating Quiet Luxury

ART DIRECTION: THE MINIMALIST CANVAS The art direction was meticulously crafted to emphasize quality, texture, and form. Creative Concept: "Quiet Luxury" – Focusing on the intrinsic beauty of the product through a lens of architectural purity and sensory detail. Visual Palette: A monochromatic and neutral foundation. We worked extensively with shades of sand, stone, charcoal, and ivory, allowing the exquisite textures of cashmere, silk, and tailored cotton to take center stage. Styling & Casting: A deliberate move towards androgynous, effortless styling that highlights silhouette and drape. We selected models whose presence embodies a sense of serene confidence, mirroring the brand's aspirational yet wearable ethos. Set Design: Intentional negative space and textured, neutral backdrops (raw linen, concrete textures, plastered walls) were used to create a gallery-like environment. This approach ensures the product remains the absolute focus, undisturbed by trend-driven distractions

This project documents the creation of a comprehensive visual identity for Eleven, a contemporary fashion brand from Saudi Arabia that champions refined minimalism. The mission was to develop a dual-purpose visual system: one that delivers the clarity required for a premium e-commerce experience, while simultaneously building a compelling editorial narrative that resonates in the Middle Eastern market and beyond.

As the Art Director and Photographer, my vision was to translate Eleven's core aesthetic—clean lines, luxurious fabrics, and understated power—into a cohesive visual language. We constructed a world where each garment is presented not just as an item, but as an essential component of a modern, sophisticated wardrobe. The result is a stark, tactile, and intentionally minimalist brand universe that feels both globally relevant and distinctly elegant.

↑Back to Top