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.

- 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.


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.

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.

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.

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.

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.

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.