SHIRRLY is a fashion collection accompanied by a concept campaign exploring branding and identity through clothing.

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The project challenges the default equation of femininity with softness, submission, or pastel aesthetics. I reinterpreted vintage references through a sharper, more industrial lens, creating garments that feel structured and deliberate while still rooted in historical craft. The campaign imagery extended this perspective, framing the pieces with control rather than delicacy.

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Early development relied on recycled fabrics and muslin prototypes. This experimentation informed both silhouette and construction, while deepening my research into Victorian sewing traditions. I focused on corded shirring, a technique traditionally associated with ornamentation, and reworked it structurally. Paired with adjustable metal hardware, each piece can be tightened, reshaped, and interchanged.

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Every garment in the final collection is modular and adjustable. The functionality supports the underlying concept: strength, adaptability, and autonomy. Femininity approached as something engineered rather than purely decorative.

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The branding evolved directly from the garments. The creator logo "CIHO" originated from a belt buckle sketch designed for a corset and was later rendered in Rhino3D with glass and metal textures so it could exist as both a logo and a physical object. Its industrial quality nods to metallic emblem branding seen in labels like Diesel, while reframing that visual language within a contemporary female perspective.

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Across collection, campaign, and visual identity, SHIRRLY documents a process where garment construction and a brand world were developed in parallel.