DALI
A menswear collection that borrowed its imagination from Salvador Dalí — and needed a story as unexpected as its clothes.
- Client
- Jatin Malik Couture
- ROLE
- Collection storytelling & launch
01 — The brief
DALI by JMC was a menswear collection inspired by the work of Salvador Dalí, unveiled on social media on 12 August. The collection needed to arrive as an idea, not just a lookbook.
02 — The thinking
Surrealism gives you permission to be strange. The opportunity was to let the collection carry some of that dreamlike tension — familiar tailoring, placed in a world that feels slightly off-kilter.
“Familiar tailoring, placed in a world that feels slightly off-kilter.”
03 — The approach
The launch was built around striking, art-led imagery and a social-first unveiling, developed with a team led by designer Jatin Malik and stylist Eka Lakhani.
04 — My role
- —Worked closely with the creative team on the collection's storytelling
- —Supported the launch and its communication on social media
05 — The work
06 — The takeaway
Working alongside people at the top of their craft showed me how much of a launch is decided long before anything is posted — in the clarity of the idea.
Next project — 02
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