Brand Strategy And Identity For A Conceptual Fashion Label

Otherness developed strategy, branding, and art direction for Famille Elastique, an emerging conceptual fashion label founded by Anna Bisperink. Inspired by time spent in Dakar, the brand is rooted in slow couture, multi-purpose use, fabrics that improve with age, and Senegalese ideas of chosen family. Otherness translated these values into a daring, fluid, luxurious brand world centered on the idea of the “elastic family,” where hidden relationships become visible through shifts in perspective. The project established a conceptual and visual foundation for the label’s debut after the Fameus incubator in Antwerp and supports its long-term ambitions as a distinctive fashion brand.