LABEL brand film. Functional luxury garments shaped through symbols, structure, and brutalist space.
LABEL
LABEL®
A restrained system of dress.
Kevin McPhee Creative
This project showed that functional systems already contain their own visual language. Care symbols, sizing codes, utility markings, and technical graphics can become the foundation for an entire brand world when treated with restraint and consistency. Like brutalist architecture, the project relies on reduction — stripping objects back to structure, material, and purpose until simplicity itself becomes the identity.
LABEL explores the intersection of functional clothing systems and contemporary design culture. Using care symbols, technical markings, utility graphics, and material coding, the project transforms familiar garment language into a unified visual identity.
The result is a restrained black-and-cream wardrobe system where clothing, accessories, packaging, architecture, and communication all emerge from the same logic.
Art Direction, Apparel Design, Copy, and Image Content: Kevin McPhee
Restrained
Luxury.
Timeless pieces. Modern purpose. No noise, just intent.
A system built from everyday codes.
LABEL is a garment system built from familiar clothing references: care symbols, material information, and utility details. The result is a restrained black-and-cream wardrobe where identity, product, packaging, and space all emerge from the same logic.
Oversized utility garments feature tonal embroidered care symbols and technical graphics integrated directly into the construction, transforming everyday clothing codes into a restrained luxury identity system.
Two tonal worlds. One logic.
The label becomes
the language.
The system scales
across objects.
Texture. Purpose. Detail.
Constructed.
The Brand
In Situ.
The pop-up shop, Meatpacking District, New York
Below, the interior of the shop.
Considered from the inside out.
Made to endure.
Not for the moment. For what’s next.
