Hette Design, Brand Identity + Collection Design

THE ASK Build a brand from scratch for an underserved but financially powerful audience, stylish, independent, mature women who have spent decades being ignored by fashion.

MY ROLE Founder, Creative Director, Designer

THE WORK Everything. Brand strategy, naming, visual identity, and the design of the first pilot collection, limited edition clothing and footwear built around craft, material quality, and the rejection of trend-driven fashion cycles. HETTE doesn't operate on a seasonal calendar. Instead, work is released in small pilots, focused editions made when they're ready, not when the industry says so. All pieces are designed and produced locally in LA using deadstock fabrics, collaborative materials, and trusted quality vendors.

The brand identity reflects the woman it's built for, considered, direct, a bit salty, a mix of high and low.

THE OUTCOME Launching April 2026. Pre-launch at @hette.design on Instagram and hettedesign.com.