We founded SINHA—STANIC STUDIO as a multidisciplinary design practice, alongside our fashion label in 2004.Working fluently between fashion design and art direction — we create new narratives for brands, focusing them into contemporary context. With a network of collaborators, we design capsule collections, create campaigns, lookbooks, social media content and printed publications for clients including Alexander McQueen, PUMA, Trussardi, FJ Benjamin, alongside a wide range of artists and musicians.

SINHA—STANIC: Creative direction of eponymous women’s RTW and Accessories label.Following our graduate collection, we were approached by Massimo Ferretti, the owner and CEO of luxury group AEFFE. Having discovered our label at London Fashion Week, he offered us a partnership to produce and distribute our collections.We presented seasonal catwalk collections at London and Milan Fashion Weeks, gaining support of both Anna Wintour and the late Carla Sozzani, who invited us to present our second collection at a Vogue Italia event in Milan.SINHA—STANIC was distributed worldwide in retailers including: Barneys NY, Dover Street Market, Ikram, H.Lorenzo, Browns, Harvey Nichols, Harrods and L’Eclaireur.We were awarded NewGeneration Award in 2005 and 2006, FashionForward Award in 2007 & 2008, were nominated twice for the Best New Designer at British Fashion Awards in 2005 & 2006, and for the ANDAM Award in 2008.

Creative direction for TRUSSARDI Archive+Now Project.Invited by Trussardi to create a collection inspired by their archives for Summer’21 season, we were given seasonal take-over of creative and communications channels.Creative direction for product, image | video campaigns, publication, pop-up website & showroom | retail installation.https://nuwev.coalesce.se/

We were responsible for the repositioning and creative direction of MCQ, reporting to the CEO.We created a contemporary vision for MCQ, whilst preserving the brand heritage — redefining the image of the MCQ Man and Woman. With a strong focus on modern sportswear, we introduced technical sneaker categories, denim and eyewear lines.We established a collaboration culture, working with outside artists, illustrators and musicians, bringing a new dynamic to collections and creating the concept of MCQ community.We managed all creative teams and product categories — optimising design & brand vision across all apparel & accessories collections.Establishing a new language for the brand, we led creative on the rebrand, new marketing and communications strategy. We focused on documentary style photography and authentic storytelling, creating direct engagement with the customer. We introduced a new campaign format, with the launch of ‘Document Project’ — a photographic and video project, documenting artists, musicians, skaters and actors in their personal environments in cities around the world.We worked directly with key business, licensing and retail partners to creatively address their needs, with targeted marketing, campaigns and pop-up retail installations.

Design direction for the PUMA x MCQ Alexander McQueen CollaborationWe designed & oversaw a line of technical sneakers in collaboration with PUMA — combining high fashion and sportswear, our collections focused on iconic 90’s PUMA styles — redesigned with a non-conformist ethos, mixing the street culture heritage of Alexander McQueen with PUMA sport classics.

Womenswear | Menswear | Accessories

Creative and Design direction for new sport | weekend line: LK Bennett RED Label.We designed & developed a casual sport line, with a focus on iconic British style.