Reach a younger customer without diluting the brand.
Malia Mills had built a loyal following around bra-sized swim and the belief in "love thy differences."
hell yes by Malia Mills
A younger sub-brand with more attitude, created with founder Malia Mills in specialized swim and ready-to-wear fabrics and prints.
Don't shrink the brand. Give it a younger sister with attitude.
Working directly with founder Malia Mills, we created hell yes, a sub-brand with its own voice, rather than stretching the main line to reach a new audience.
Younger, bolder, smaller cuts.
Specialized swim and ready-to-wear in unique fabrics and prints, with a smaller, more daring cut than the core collection.
hell yes.
A name that says yes to yourself, in the same spirit as "love thy differences," with more attitude.
As Sr. Creative Director I led the creative for the launch alongside the main brand, from concepting and photography to the website and every graphic asset.
