Negative Underwear

Minimal. Uncomplicated. Considered.

Creative direction, art direction, design, and brand development for Negative Underwear. I partner with the brand's co-founders and team to develop the 360-degree consumer journey across e-commerce, paid digital, social, and packaging experience. I also produce a range of create for the brand, including e-commerce imagery, digital design, email campaigns, and promo collateral.

Co-Founders: Marissa Vosper, Lauren Schwab  |  Creative Director, Art Director: Haley Stark | Marketing: Ellie Jarboe  |  Photographer: Lara Callahan  |  On-Set Art Director: Leigh McCarron

Creative Director Marie Suter Art Director Haley Stark Casting Madeleine Angus Photographer Jai Odell Video Wilson Cameron Makeup Artist Katie Jane Hughes Hair Stylist Edward Lampley Wardrobe Stylist Solange Franklin

Over the years, we've developed a minimal, composition-forward aesthetic. When Negative Underwear launched in 2014, the underwear category was dominated by a singular type of 'sexy' imagery — we envisioned an entirely new look with natural confidence, more inclusive casting, and beautifully unretouched skin.

Negative_01_Med
Bra_SieveTriangle_Buff_Hananh4_01_74418ddb-c388-41ad-a32d-161bbe1eaeaa_1024x1024
Negative_SieveDemi_Peach_04
Bra_WhippedBraTop_Buff_Aube1_03_1024x1024
Bra_SieveTriangle_Slate_Aube1_01_1024x1024
Negative_SieveBra_BlackBuff_03
HS_Negative_13
Bra_WhippedTriangle_Black_Aube1_02_1024x1024
Negative_WhippedHighWaist_BlackBuff_02
Bra_SieveTriangle_Black_Aube1_01_1024x1024
Negative_SilkyThong_Black_04
1002_NK-104-01F_0105

A lightly refreshed visual, specially made for Valentine's Day 2020 

Valentines_Group_Mix_1601
Valentines_Group_SleepWhipped_1368
Valentines_Single_Elianah_Mix_0089
Valentines_Duo_Valentines_1790

Minimal graphics. Clean typography. The brand's visual design aesthetic echoes its name and product strategy.

Negative_01
Negative_02
Negative_04
Screen-Shot-2020-04-11-at-2.05.36-PM

More Projects

HeadquartersProject type

Glossier - BubblewrapPhotographed by Ben Hassett

GAP - Holiday 2018YARD | Photographed by Daniel Jackson

Glossier - Brow FlickPhotographed by Daniel Jaramillo

GAP - Fall 2018YARD | Photographed by Oliver Hadlee Pearch

Glossier - FuturedewPhotographed by Ronan Mckenzie

Laura Harrier - Tidal MagazinePhotographed by Eric Chakeen

Glossier - Milky Jelly CleanserPhotographed by Dan Jaramillo

Glossier - ComplexionPhotographed by Jai Odell

Negative UnderwearPhotographed by Brayden Olson

GAP - Fall 2018YARD | Photographed by Oliver Hadlee Pearch

FollainRed Antler | Photographed by Ruo Bing Li

Sophia Roe - Tidal MagazinePhotographed by Anna Wolf

Pure RosyProject type

GAP - Holiday 2016Untitled Worldwide | Directed by Tucker Bliss

GAP - Holiday 2016Untitled Worldwide | Directed by Tucker Bliss

GAP - Holiday 2016Untitled Worldwide | Directed by Tucker Bliss

GAP - Holiday 2016Untitled Worldwide | Directed by Tucker Bliss

Then I Met YouRed Antler | Photographed by Meredith Jenks

CurologyRed Antler

Nylon MagazinePhotographed by Hilary Walsh, Marvin Scott Jarrett

GAP - Fall 2016Untitled Worldwide | Photographed by Mel Bles

GAP - Fall 2016Untitled Worldwide | Photographed by Mel Bles

Panera Bread - Summer 2018Playground Creative

Derlyn Perez - Tidal MagazinePhotographed by Anna Wolf

Charlotte RusseGates Creative | Photographed by Nicolas Kantor

ELLE MagazinePhotographed by Paola Kudacki

DistrictRed Antler | Photographed by Brayden Olson

Amsale BridalPhotographed by Tiffany Dawn Nicholson

CoachPhotographed and Directed by Ben Toms

Glossier - Colorslide DuoPhotographed by Talent

airbnbHearst Corporation

Haley Stark LLC, Brooklyn NYC
Creative Direction, Art Direction, and Creative Consulting