About us...

The creation of this project began from a deep concern for the fashion industry. Anyone who works in it, studies it, or has ever been part of it—even as a consumer—knows it can be a toxic and complex environment. We’ve normalized and even glorified unhealthy behavior in the name of ego, unrealistic demands, dissatisfaction, trends, and perfection.

As the world continues to evolve in incredible ways, we rarely pause to reflect on what we’ve built, what we’ve overcome, and how we function as a system, especially within creative fields like art direction.

The art direction industry is often underestimated and taken for granted. The workload behind each role is immense, yet it’s frequently minimized. People expect everything to be done fast, and more often than not, credit is either forgotten or deliberately withheld.

This website was created to release and amplify the experiences of real people working in this field. It was important to gather a range of professionals across different roles to form a fuller picture. These interviews are raw and honest testimonies from individuals who have carried enormous burdens in silence.

This project isn’t meant as a critique or a joke. It holds space for hard truths and bold statements because, as a society, we’ve become desensitized to the real struggles of this industry. We’re often too afraid to reveal what’s actually happening, worried about how it might be perceived.

This is a platform for creative minds to tell their stories—to guide, support, and advise new generations considering these career paths. It brings together a community of people who may feel they’re carrying the weight alone. By sharing their stories, they can help others embrace their work, recognize the passion they put into it, and understand that they’re not alone, even when things get difficult.

The tone of the project encourages freedom and honesty. We don’t want to relive the stress of past disasters; we want to process them, learn from them, laugh a little, and find relief in sharing. Because ultimately, we’re in this together. We work as a team…as a club. No one should be left behind or have their ideas stolen. We must learn from our mistakes and break the cycle.

The objective of this digital platform is to give visibility to the realities rarely spoken about in the art direction world and the creative disciplines surrounding it. Today, honesty matters more than ever. This platform reveals the hidden truths, unrealistic expectations, injustices, chaotic productions, and overlooked efforts—while also offering lessons, advice, and the recognition that is so often missing.