Merchandise design and creative direction for Billie Eilish's Hit Me Hard and Soft Tour, retail, and e-commerce collections.

Developed across multiple product categories and sales channels, the collection required a cohesive visual language that could translate seamlessly between live events, retail environments, and online storefronts. Drawing inspiration from the album's themes and visual identity, the designs balanced contemporary fashion influences with the energy and attitude of tour merchandise.

The challenge was creating a collection expansive enough to support a global release while ensuring each piece felt intentional and uniquely connected to the Hit Me Hard and Soft era. Through a combination of bold typography, archival-inspired graphics, and fashion-forward silhouettes, the collection helped establish a distinct visual presence across both physical and digital touchpoints.