le etöt
Creative Director
2019 - 2023
As the Creative Director for le etöt, I played a key role in the product development process. The brand aimed to design a tote bag line that prioritized functionality while maintaining a refined aesthetic.
Inspired by the need for versatility, I conceptualized the "Fluietöt"—a fluid tote with no fixed shape, designed to adapt to any moment. The prototype featured soft leather and color-block elements, embodying both structure and freedom.
From the brand launch, I directed several editorial and campaign shoots, crafting a visual narrative that showcased the Fluietöt’s adaptability and effortless elegance. Each shoot highlighted the tote’s ability to transition seamlessly—from a casual morning coffee run to a weekend getaway—reinforcing its role as a versatile essential.
Beyond creative direction, I collaborated closely with the design and production teams to refine materials, construction, and functional details, ensuring the final product met both aesthetic and practical demands. Through strategic branding and storytelling, I helped establish le etöt’s identity as a brand that marries innovation with timeless style.
What I Did
Brand Launch, Creative Leadership, Concept & Product Development, On-Set Art Direction, Editing, and Marketing
Where it’s Featured
leetot.com and social channels, Online Publication (Who What Wear)
The Results
The Product
As the Creative Director for le etöt, I shaped the brand’s identity through design, storytelling, and product development, ensuring each piece embodies both luxury and functionality.
Every le etöt bag is meticulously crafted in Italy using the highest-quality Italian leather, chosen for its strength and durability while maintaining a soft, delicate exterior. Over time, the signature smooth leather naturally drapes, forming beautiful slouch silhouettes that evolve with the wearer, telling a unique story with every use.
With a foundation in clean lines, modern color-blocking, and premium materials, I directed the brand’s editorial campaigns, lookbooks, and product storytelling, highlighting the effortless versatility and timeless appeal of each design. By blending elegance with everyday function, I helped establish le etöt as a brand that seamlessly fits into life’s many moments.
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White Office
For one of le etöt’s conceptual shoots, I designed a fully whited-out office space, where every element—from furniture to props—was entirely white. This monochromatic environment served as a striking backdrop, allowing the bags and model’s accessories to be the only sources of color, naturally drawing attention to them.
To create a harmonious visual flow, I collaborated with the stylist to incorporate accessories that complemented the bags. A gray wide-brim hat was paired with the gray Luna bag, while cobalt blue suits enhanced the vibrancy of the Midnight Ocean and Canary bags.
Beyond aesthetics, I wanted the setting to evoke a sense of the bizarre within the familiar—a surreal yet recognizable workspace that subtly suggested everyday functionality. The goal was to redefine the idea of a practical work bag, elevating it with a touch of unexpected artistry while maintaining its relevance in daily life.
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The Pile
For the Ruby Jam colorway release, I designed a set featuring a striking pile of curated objects in shades of orange, coral, and metallic gold. The composition was carefully arranged to create a dynamic yet harmonious backdrop, with a designated space for the model to sit and pose comfortably.
Each prop was intentionally chosen for its distinct shape, ensuring that even when painted in a uniform color, its form remained recognizable. The combination of textures and reflective gold accents added depth to the visual narrative, making the Ruby Jam colorway the focal point of the shoot.
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Autumn
For the Autumn colorway release, I focused on warm, deep hues that evoke a sense of coziness and richness. To highlight these tones, I used a large wooden wall as the backdrop, creating a serene and grounding atmosphere. The model was styled in a wide puff-sleeve white suit paired with a headwrap, adding a relaxed yet sophisticated touch. This combination allowed the colors to stand out while maintaining an effortless, natural elegance.
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