Raw Instinct was a head-to-toe capsule collection created for the Vans EMEA region. The brief was to develop an apparel collection that felt more culturally connected to the consumer while delivering something distinctive for the market. Rather than beginning with product, I started by building a narrative that could connect every part of the collection.

The concept drew inspiration from the durability and honesty of workwear, viewed through the lens of skateboarding. Garments and footwear were designed to celebrate the creative process itself, the persistence behind chasing an idea, learning a trick or finishing a piece of work. Throughout the collection, snake graphics, fly motifs and web-inspired details became recurring symbols of transformation, perseverance and growth, creating a visual language that connected every product.

Working closely with apparel development and technical design, I led the creative direction across both footwear and apparel to ensure the collection felt cohesive from concept through to production. To support the launch, I also art directed and produced a printed lookbook and campaign film, creating sales tools that communicated the collection as a complete story rather than simply a range of products.