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OTD Creative Direction

The brand must completely abandon its physical retail-first path, transform into an online-exclusive model, and establish a new creative identity distinct from the past

Client
OTD
Year
2024

Brief

The abandonment of all physical retail in favor of a pure online boutique model, accompanied by a new visual identity centered on nostalgia and military structure.

Idea

The relaunch is not about expansion, but about distillation.

Work

Visual Identity refresh

Impact

It helped OTD establish a more focused niche positioning in the highly homogenized online fashion market.

Client

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