Creative direction, apparel design, photography, videography, and brand development for Mourn.

Rooted in gothic Americana, Mourn explores the intersection of heritage, faith, and contemporary fashion through a fully realized visual identity. Every touchpoint—from product design and campaign imagery to video content and creative direction—was developed in-house to create a cohesive and recognizable brand presence.

The project was built around the idea of creating more than clothing, instead focusing on world-building through imagery, storytelling, and product design. Each collection was supported by original photography, film, and campaign assets designed to reinforce the brand's distinct point of view. The result is a brand that balances familiar American influences with a darker, more refined contemporary perspective, with every release selling out within its first week of availability.