Project details
Sloop is a gender-functional fashion brand that challenges traditional norms through a visual language that’s fluid, abstract, and unapologetically individual. The brand draws from Japanese minimalism and Indian vibrancy to create pieces that are both expressive and restrained- designed for those who don't want to be defined.
Sloop had a distinctive product and philosophy but lacked a social media strategy that could effectively communicate its aesthetic and narrative. The challenge was to bring out the brand’s unconventional identity while building a cohesive online presence that resonated with both fashion-forward and mindful audiences.
HMLC stepped in to create a digital strategy that reflects the visual nuance and cultural duality of the brand. We focused on:
- Visual Curation: A muted, artistic feed using layered textures, negative space, and editorial-style visuals that capture the brand’s essence.
- Storytelling: Crafting content that highlights the philosophy behind each collection, weaving in process, materiality, and thought-led captions.
- Content Mix: Behind-the-scenes moments, studio shots, product close-ups, and cultural moodboards- all anchored in the brand's tone.
- Community Language: Subtle, intellectual, design-driven- mirroring the mindset of Sloop's core audience.
The result: a feed that doesn’t chase trends, but carves out a space for self-expression and quiet luxury. Through tone, texture, and strategy, HMLC helped Sloop build a digital identity as thoughtful and striking as its garments.
