Negative Underwear - E-Commerce

Negative Underwear -
E-Commerce

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.

Art Direction
Brand Building
Campaigns
Casting
Content
Creative Direction
Creative Strategy
E-Comm
Social Channels

CO-FOUNDERS Marissa Vosper, Lauren Schwab CREATIVE DIRECTION Haley Stark MARKETING Ellie Jarboe PHOTOGRAPHER Lara Callahan ON-SET ART DIRECTION Leigh McCarron

CO-FOUNDERS Marissa Vosper, Lauren Schwab CREATIVE DIRECTION Haley Stark MARKETING Ellie Jarboe PHOTOGRAPHERS Lauren Loncar, Lara Callahan ON-SET AD Leigh McCarron


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'— we envisioned an entirely new look with natural confidence and beautifully unretouched skin.

NEG1282_NK-101-01J_Essaouira-Bodysuit-in-Black_V2
NEG1273_NK-400-03Y_Club-Jogger-in-Peach_V4_4
NEG1422_NK-107-06BT-2_Glace-Bra-Top-Buff-M_V1
Bottom_GlaceGString_Black_Ksenia_04_1024x1024
Bra_WhippedTriangle_Black_Aube1_02_1024x1024
Bra_SieveTriangle_Buff_Hananh4_01_74418ddb-c388-41ad-a32d-161bbe1eaeaa_1024x1024
Bottom_CottonFrenchCutBrief_White_PaulaXS_03_1024x1024.progressive
Lounge_WhippedSlip_Buff_GisselleS_02_1024x1024
Lounge_WhippedCardigan_Black_Ksenia_05_1024x1024
Negative_01_Med
Bra_SieveDemi_Buff_Giulia_01_1024x1024
Lounge_UniformCrewTee_White_Ksenia_03_1024x1024
Lounge_ClubJogger_White_Ksenia_03_1024x1024
Bra_SieveBraTop_Coral_Ksenia_03_1024x1024
Sleep_WideLegPant_Navy_Ksenia_03_1024x1024
Bra_SieveTriangle_Slate_Paula1_02_1024x1024

More Projects

HeadquartersLaunching haircare for Harry's.

Glossier - BubblewrapIntroducing eye + lip cream.

Glossier - Milky Jelly CleanserRe-framing a cult favorite.

Glossier - FuturedewHighlighting the brand's iconic look.

Glossier - FuturedewHighlighting the brand's iconic look.

Supergoop!Celebrating every day with everyday sunscreen.

Glossier - Brow FlickLaunching artistry for an accessible brand.

Glossier - ComplexionRe-introducing three products on fifty faces.

GAP - Fall 2018Amplifying what's good.

GAP - Fall 2018Amplifying what's good.

Rothy'sTelling a sunlit, circular shoe story.

Negative Underwear - E-CommerceDeveloping the brand's visual world since 2015.

Negative Underwear - CatalogsIntroducing the brand the old-fashioned way.

KNOW BeautyIntroducing DNA-driven skincare.

NYLON MagazineArt direction 2011-2015.

GAP - Holiday 2016Shaking up tradition on a global scale.

GAP - Holiday 2016Shaking up tradition on a global scale.

GAP - Holiday 2016Shaking up tradition on a global scale.

GAP - Fall 2016Good denim, clean and simple.

GAP - Fall 2016Good denim, clean and simple.

Glossier - Colorslide DuoDeveloping talent-captured creative.

Tidal Magazine - Sophia RoeCapturing summertime nostalgia.

ELLE MagazineRedesigning the iconic title.

HALEY STARK LLC 
Creative Direction
Art Direction
Creative Consulting

HALEY STARK LLC - Brooklyn, NY 
Creative Direction, 
Art Direction, Creative Consulting

INTERESTED IN WORKING TOGETHER?
Send an email →