/alt  /ALT  /Alt  /alt  /ALT  /alt  /ALT  /Alt  /alt  /ALT  

               BRANDING | ART DIRECTION | STORYTELLING Taking fashion house Sonia Rykiel’s  spirit of freedom and turning it inside out or as Rykiel would say “à l’envers.”







Sonia Rykiel was a trend-setter, bringing about a multiple identity of movement, freedom, and “inside-out” thinking. 

This kind of forward-thinking mindset is often times lost in today’s online clutter lacking originality.

/ALT reimagines Sonia Rykiel as a creative space for a new generation of women in creative startups – building, making and connecting.







Why /ALT?

/ the forward slash delineates an alternative in writing / a nod to Sonia’s literary background / forward-looking towards an innovative tomorrow





The /ALT opening campaign is inspired by Rykiel’s literary background and her clever use of word-play, inviting women to explore “alternatives” in their work and creative thinking.