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.

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

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

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