IKUINEN
Brand & Creative Direction
IKUINEN is an independent, Berlin-based clothing brand combining Scandinavian simplicity with unexpected colour and Finnish-language details. As the founder and creative director, I shape the brand’s identity across product design, styling, and visual content, exploring contemporary womenswear and menswear, graphic language, and a more intentional approach to small-scale, print-on-demand production.
shopikuinen.com
Product Design
Contemporary essentials inspired by the Finnish language,
quiet confidence and everyday poetry.
Campaign Direction
Every Day Movement
For “Every Day Movement,” I developed a campaign concept that places IKUINEN’s essentials in an everyday urban setting. Relaxed styling, an overhead viewpoint, road markings, and directional sunlight create a graphic structure, while the models’ movement keeps the images spontaneous and lived-in.
I developed the visual direction and styling, and used generative AI to create and refine the campaign imagery from real product references. Throughout the process, I checked garment proportions, colour, logo placement, lighting, and the consistency of light and shadow.
Role: Creative direction, styling concept, product reference development, AI image generation, image selection, and quality control
Sonja Fabritius
AI-Assisted Image Development
I use generative AI as part of my image-development process, combining real product references with directed visual research, styling, and compositional development.
My role includes concept development, visual research, styling direction, prompt development, image selection, refinement, and final quality control.
The aim is to extend the brand’s visual possibilities while keeping the products, proportions, colours, and graphic details accurate to the original designs.