Paper Planes

The staples that ground the season.

Women's Capsule Collection

Defining the Paper Planes' women's product world. I was brought in to define the customer and build the product world for her, from first concept through to a complete capsule and first prototypes.

Paper Planes women's capsule collection hero — the look, the woman, the graphic, the mark
Role
Creative Direction
Brand
Paper Planes
Scope
NEW WOMEN'S CATEGORY FROM ZERO
Status
CONCEPT TO FIRST PROTOTYPE

01The Woman

At home everywhere.

She moves through the world with intention, curiosity and ease. Her wardrobe moves with her, blending sport, street and femininity through an instinctive point of view.

Paper Planes — the woman at home everywhere
Paper Planes — The Planes Woman collage

02The Mood

Quiet confidence.

A wardrobe built in bone, sand and mineral grey, warmed by sage and cut with ink. Soft jersey against sharp tailoring, a cap worn with a blazer, statement sneakers back to a parachute cargo pant. Nothing here shouts, it's the ease of a woman who moves between a workout, a café table and a long-haul seat: elevated, lived-in, and entirely her own.

Paper Planes mood board — quiet confidence

03The Colour

Colour in motion.

A palette anchored in ink and optic white, softened through heather grey, and lifted by powder blue and pale sage — neutral enough to live together, specific enough to belong to her.

Paper Planes colour study board with swatches

04The Material

Chosen by feel.

Five fabrics carry the capsule — chosen for how they feel in wear before how they photograph, and built to move between a workout, a café table and a long-haul seat.

Paper Planes material study board

05The Collection

One connected wardrobe.

The full capsule, built as a single system — outerwear, knitwear and accessories designed to be worn against each other rather than as separate stories.

Paper Planes women's capsule collection line sheet — tops, bottoms, layers, one piece and accessories

06The Typography

The brand, written down.

An editorial serif for headlines, a neutral grotesque for copy, and a signature accent — carried through the logo, the mark, the monogram, the label and the wordmark.

Paper Planes typography and brand marks board

07Impact

Zero → Collection

A women's business defined and designed from nothing, through to first prototypes.

One World

Positioning, product and imagery aligned under one creative direction.

A Platform

A wardrobe system built to scale whenever the brand takes it into production.

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