SOO

ADG-FAD LAUS BRONZE 2026 WINNER

X

DESCRIPTION

SOO explores an alternative approach to consumption, time, and endurance within contemporary fashion.

No buy button. No seasonal cycles. No rush.

At the core of the project lies a question: what would a fashion brand look like if it refused the logic of immediacy? In a culture driven by constant releases, accelerated trends, and frictionless transactions, SOO proposes a different relationship with clothing—one grounded in permanence, material honesty, and considered consumption.

The project is articulated around an archetype that has resisted obsolescence across centuries: the shepherd. Rooted in a way of life shaped by repetition, patience, and adaptation to the elements, the shepherd becomes a symbol of endurance and quiet resistance. A figure defined not by acceleration, but by an intimate understanding of time, landscape, and necessity.

This archetype serves as a counterpoint to contemporary consumer culture. Where fashion increasingly operates through novelty and urgency, the shepherd embodies continuity, resourcefulness, and a relationship with objects that extends beyond immediate utility. SOO translates this ethos into a contemporary fashion language, using the tension between tradition and modernity to question how value is created, perceived, and consumed.

The brand translates this philosophy into a complete visual and physical ecosystem. A raw visual identity establishes a restrained, functional language, prioritising clarity over ornament and material presence over visual excess. The graphic system reflects the project's central values: directness, durability, and distance from the aesthetics of accelerated consumption.

The physical applications extend this approach beyond the identity. A hand-bound lookbook, finished with blind embossing, emphasises tactility, process, and material restraint. Its construction invites a slower form of engagement, making the object itself part of the experience. A reusable packaging system reinforces the idea that design should consider an object's life beyond its initial purpose, favouring continuity over disposability.

The website carries this principle into the digital environment. Rather than functioning as a conventional e-commerce platform optimised for immediate conversion, it deliberately refuses instant checkout. By removing the direct path from desire to purchase, the interface introduces a pause between discovery and consumption, transforming a routine transaction into an opportunity for consideration.

This friction is intentional. It questions the assumption that convenience is always desirable and that speed necessarily improves the experience. SOO uses the interface as an active expression of its philosophy, challenging the expectation that every interaction should lead to an immediate transaction.

Across identity, editorial design, packaging, and digital experience, every element contributes to a coherent system. The project embeds its values into the way the brand looks, feels, and operates. Its visual language, physical objects, and digital limitations work together to establish a consistent position on consumption and permanence.

SOO proposes a slower relationship with fashion—one that values longevity over novelty, intention over impulse, and use over accumulation. Rather than offering another cycle of desire, it invites a reconsideration of what deserves to be kept.

Less urgency. More permanence. A different relationship with what we own.

CREDITS

GRAPHIC DESIGN

Tomás Morena
Alberto Herrera

ART DIRECTION

Gonzalo Muñoz

PHOTOGRAPHY

Diego Navas

TALENT

Álvaro Peralta
Lucia Valero
Jordan Rodríguez

21 years old. Born to create. I’m a graphic design student at IED Madrid who loves music, photography, and turning ideas into visuals that speak louder than words. I believe design bridges imagination and reality and I’m here to explore every corner of it.