Eleven: Part Two: Reflective States

Expanding on the foundational minimalism established in the first chapter, Part Two introduces a sharper, more atmospheric dimension to Eleven’s visual identity. For this series, we transitioned from neutral voids to a custom-fabricated environment defined by brushed steel and cold, reflective surfaces. As Art Director, the objective was to explore the concept of "Industrial Luxury." We created a set that serves as a rigid, metallic counterpoint to the organic textures of the denim and cotton. By placing soft, wearable silhouettes within this angular, sterile space, we accentuated the structure and quality of the garments. The result is a raw, futuristic narrative that recontextualises the brand’s refined aesthetic, infusing it with an urban edge that speaks to the evolving street culture of the region.

Building upon the foundational minimalism established in the first chapter, Part Two introduces a distinct shift in atmosphere to further expand Eleven’s visual universe. For this series, we transitioned from neutral voids to a custom-fabricated set design defined by brushed steel and cold metallic surfaces. The creative direction aimed to explore the concept of "Industrial Luxury."

We constructed a reflective, angular environment that serves as a stark counterpoint to the organic textures of the denim and cotton.

This juxtaposition, placing soft, wearable fabrics against the hard, sterile rigidity of the metal, accentuates the quality and structure of the garments. The result is a sharper, more futuristic narrative that re-contextualises the brand’s refined minimalism within a raw, urban framework, adding a layer of edge and modernity to the Eleven identity.

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