Dark waves |Desert Daze

With DARK WAVES | DESERT DAZE, we knew PRIDE needed to continue evolving the brand by stepping into something new and innovative. The collection was born out of a desire to capture more than just a look, it was about creating a feeling, a mood, an atmosphere.

Inspired by the sand dunes and the sound of waves crashing on the shore, it carried the sensory essence of fresh air, sand between your toes, and the rhythm of the ocean. This inspiration drove us to step away from graphics and instead create timeless pieces that emphasized cut, fit, and construction. Each garment was designed to flatter the body through intentional use of fabric textures while also delivering function and comfort, pieces created not just for the season, but with longevity in mind.

This shift represented more than a design choice; it signaled a new era for PRIDE’s customer. As we leaned into craftsmanship and storytelling, we began attracting a more fashion-forward audience, and our customer following steadily grew in response to the elevated direction. I led the creative direction along side with CEO & Creative Director of the collection from start to finish: developing mood boards and vision systems, designing original patterns, sourcing fabrics, and experimenting with textures and textiles to bring the concept to life.

Partnering closely with the sample sewer, I iterated through prototypes to ensure every piece aligned with the creative vision. Beyond the garments, I built the world around the collection, scouting and selecting models, curating complete looks, and directing hair, makeup, and styling head-to-toe. I also oversaw location scouting, production planning, and on-set art direction, ensuring the campaign narrative reflected the elevated positioning of the collection. From initial concept through final product shots and campaign assets, I delivered a cohesive, insight-driven, and culturally relevant body of work that not only embodied PRIDE’s growth in the streetwear market but also aligned with the evolving expectations of our expanding customer base.