SILKE London
From traditional beauty accessory to cult beauty brand.
SILKE London was launching a product with a perception problem. Silk hair wraps offered real benefits for healthier hair, but they were seen as old-fashioned and outdated.
Read more about the project
The Challenge
The challenge was to turn a traditional silk bonnet into a luxury lifestyle accessory that style-conscious women would want to be seen with.
The Creative Direction
I led with aspiration rather than function, developing a premium brand identity and distinctive creative world that felt modern, desirable and culturally relevant.
Through considered packaging, fashion-led photography and bold creative direction, SILKE challenged existing category conventions and repositioned silk haircare as a desirable beauty accessory.
The Impact
SILKE helped redefine the category, establishing a distinctive position within premium haircare.
The brand is now stocked by the MoMA Design Store and the V&A Shop, reinforcing the design-led positioning it was built on.
Services
Creative Direction · Brand Identity · Packaging · On-set Art Direction · Brand Guidelines
