This project was all about the branding. Which includes a brand book, clothing identity, scenario of 2027 and a 3D installation.

Hups is for women who want to step outside the masses. The purpose of hups is to give the woman a confident, quirky and feminine feel. Thereby shows that they still may be.


Branding, Identity, Collectioning, Graphic design, Scenario writing

A Briefing for fashion designer

Collection identity

future proof thinking


A booklet with a future scenario for 2027 to test HUPS

Then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!