Soft Femme
︎︎︎ Branding, Art Direction, Illustration
Soft Femme was born from a personal illustration project, "An Illustration a Day," which I embarked on as a form of therapy. This creative journey evolved into an online community and eventually into a brand with a dedicated shop where we sold apparel featuring my designs.
As the Creative Director of Soft Femme, I was responsible for illustrating and directing all photo shoots, designing the logo, creating marketing materials, and developing the brand’s website. My role allowed me to blend artistic expression with strategic direction, ensuring a cohesive and impactful visual identity.
Soft Femme, based in Brooklyn, values vulnerability, emotions, and earnestness. In a patriarchal society that often forces us to be hard, we believe in the importance of allowing femmes the space to be soft. Our brand is a celebration of this ethos, providing a platform for those who seek to embrace their true selves without compromise.
“Far too long have we succumb to the bitter edge of the idea that power is lost in the sweet and tender. romantic is not weak. feminine is not weak. cute is not weak. we are fragmented and multifaceted bbs.
Lack of emotion is oft favored because success is defined as the ability to be mechanical and efficient. but sentimentality, empathy, and being too soft should not be seen as weaknesses.“
– CyberTwee
* CyberTwee is an art collective first imagined as a twee antidote to the cyberpunk movement.
