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
Bottom_CottonFrenchCutBrief_White_PaulaXS_03_1024x1024.progressive
Lounge_WhippedSlip_Buff_GisselleS_02_1024x1024
Bra_WhippedTriangle_Black_Aube1_02_1024x1024
Bra_SieveDemi_Buff_Giulia_01_1024x1024
Bra_WhippedBraTop_Buff_Aube1_03_1024x1024
Lounge_UniformCrewTee_White_Ksenia_03_1024x1024
Lounge_ClubJogger_White_Ksenia_03_1024x1024
Bra_SieveBraTop_Coral_Ksenia_03_1024x1024
HS_Negative_13
Bra_GlaceTriangleBra_Moon_Ksenia_03_1024x1024
Bra_SieveTriangle_Slate_Aube1_01_1024x1024
Bra_SieveNW_Haze_Sophia_02_1024x1024
Bra_SieveTriangle_Moon_Gisselle1_03_1024x1024-1
Negative_SilkyThong_Black_04
Lounge_WhippedCardigan_Black_Ksenia_05_1024x1024
Bra_SieveBraTop_Moon_Ksenia_03_1024x1024
Bra_SieveTriangle_Black_Aube1_01_1024x1024
Bra_SieveTriangle_Slate_Paula1_02_1024x1024

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