BRIEF
Creative direction for FRAFIMI’s debut heavy-weight fleece hoodie entitled Understatement — a limited Black on Black edition conceived to embody the brand’s founding principle: maximum impact through deliberate restraint.

APPROACH
As co-founder and creative lead of Frafimi Gallucci, I designed both the garment and its signature Black on Black print, then built the entire launch around a single idea — turning a product release into a cultural moment. Rather than a conventional drop, I positioned the launch as an art installation at AZITA — Frankfurt’s most revered OG streetwear store, founded by Teimaz Shahverdi, and a space that has since become part of the city’s cultural history. This meant placing the brand in an environment that already carried the credibility it was built on.

CONCEPT
I conceived, shot, and edited the complete photo and video campaign on location at AZITA — stripping the visuals down to the essentials: garment, light, and body movement. The finished clip was then projected back via a dual beamer installation onto the very wall where it had been shot, switching AZITA from production set to final exhibition space in a single, unbroken act.

CREDITS
Partner: AZITA
Model: Louisa Jones