Don’t Tell The World That We Know


Business card, hangtags and lookbook for Schaaf’s SS/AW 2012 collection

Layout, retouch and visual concepts for the SS/AW 2012 collection of Munich based fashion label Schaaf. The collection Don’t Tell The World That We Know is based on five protagonists in a fictitious apocalyptical setting: the soldier, the escapee, the dandy, the saint, and the mutant each of them represented by an iconic symbol throughout the booklet.
Always in order to maintain the label’s handcrafted spirit we also redesigned her business cards and hangtags.

Additional Credits

Art Direction & Design: Moritz Welker, Tobias Knipf
Photography: Alescha Birkenholz



Further Work