Luckyreef is a Ukrainian fashion brand with two distinct lines — bold swimwear and a casual wear collection. The brand blends playfulness with confidence, offering designs that celebrate movement, identity, and self-expression. As part of the creative team, contributed to campaign shoots, print design, custom prints, and the visual style for social media. Worked in close collaboration with the SMM and marketing teams to ensure visual consistency across all platforms.
[art direction]
Worked on the concept for Art of Keeping Casual — a limited-edition basics line featuring minimalist sweatshirts. The idea centered around the message that simply being yourself is already a form of art. Developed the color palette, print designs, packaging, and directed the visual concept for the drop’s campaign shoot. The founder of the brand, Iryna Diryavka, who is also the lead designer and creative force behind Luckyreef, became the face of the campaign.
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The next campaign was created for Luckyreef’s spring clothing drop. The creative approach to model casting was reimagined — shifting the focus toward individuality and natural presence. Each look was styled to reflect the unique character of every woman, highlighting the beauty of everyday attitude and personal expression.
