Quaintrelle is a conceptual fashion editorial exploring and celebrating femininity and self-expression through personal style and everyday rituals. Developed as a brand awareness project for COLLATE The Label, a new (at the time) Singapore fashion label, the goal was to create a cohesive visual narrative that positioned the brand through lifestyle, emotion, and storytelling rather than product alone.

The Problem
As a relatively new label at the time, COLLATE needed a distinctive brand story that felt aspirational yet grounded so that it could resonate with style-conscious Singaporean women while establishing a clear visual language.

The Idea

• The campaign frames clothing as an extension of mood and identity, shifting the focus from product to lifestyle.

• The editorial is anchored on the idea of what Quaintrelle means — a woman defined by intention, self-cultivation, and personal style. This concept guided all creative decisions, ensuring consistency across imagery, styling, and layout.

• The editorial was built around the idea of clothing as an extension of inner confidence and quiet indulgence, framing COLLATE’s pieces as companions to everyday rituals rather than seasonal trends.

• The hypothetical publication was set to launch in conjunction with Collate the Label's collection, taking the readers on a visual journey with Olivia, our idea of the COLLATE woman.