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THE BRAND

mwah

Woman and daughter dancing

the guardian

mwah, a knitwear brand named after the sound of a kiss, highlights the need for physical, human connection with heavy influences from black familial love--fostering a community built on meaningful interactions. Our first collection features motifs reflecting activities of hairstyling and cooking

that bring people together.

BRAND CONCEPT

Two women wearing sweater

tiziano magni

Three people hugging

victoria jung

Two people hugging

wonderland magazine

logo

Handwritten text
Stitching detail on sweater

lingua franca

Person sitting in pink sweater looking over left shoulder

collins

Two people hugging with close-up on hands

basechkaa

DESIGN DIRECTION

Childlike handwritten text with colorful scribbles

sandra poliakov

patrick alston

Messy colorful contemporary painting

studio meez

Close-up of rainbow yarn in knitted pattern

lingua franca

handwritten embroidery on sweater
Knitted textiles collage in multicolor

marina nelson

COLLECTION INSPO

Woman with barrettes in her hair

the guardian

the guardian

Girls getting their hair done in the living room

leonie hampton-purchas

jamilla okubo

Painting of people getting food

kamryn bess

Boy getting his hair shaved by older woman

olive and mango

Apple pie on plate
People at a dining room table

ronan mckenzie

LINEUP

Knitted oversized purple sweater
blue knitd top with yellow butterflies and black sweatpants
yellow knitted bolero top with black crop top and matching mini skirt
black cardigan with green patches, yellow oversized knitted pants, and extra large pink scarf
oversized purple and white cardigan, red turtlenexk sweater, and black pants
knitted pink balaclava with strawberries, beige oversized sweater vest, green pants
oversized baby blue sweater with purple and black details, beige knit pencil skirt
green balaclava, oversized orange vneck sweater vest, cream white pants
green oversized cropped sweater, black mini skirt, pink scarf
black turtleneck midi dress and blue scarf
green cardigan with orange buttons, red pants with cream patchwork, cream balaclava
red balaclava, cropped pink sweater with green beading, cream maxi skirt with handwritten note
yellow turtleneck above the knee dress with blue puff short sleeves
red cardigan with cream beading, cream turtleneck sweater, orange pants
purple turtleneck with cream cable patchwork, black sleeves, orange pants

CHILDRENSWEAR EXTENSION

purple sweater with pink beading, blue pants with orange floweres
green sweater with cream cable knits, black knit skirt
pink sweater with oversized sleeves and green beading, orange pants
baby blue sweater vest with yellow butterflies, black sweatpants with purple and white details
red cardigan with white beading, orange pants with blue and purple elements, black tied scarf
black cardigan with green patchwork, yellow chucky knit pants, extra large pink scarf

sample girls tech flat

tech flat of oversized sweater front
tech flat of oversized sweater back
flower motif pants front
flower motif pants back

sample boys tech flat

short sleeve cardigan front
short sleeve cardigan back
chunky knit pants front
chunky knit pants back
folded scarf with smiley faces

AD CAMPAIGN

Yarn bombing on trees

yarn bombing installation

city poster

Billboard ad

subway station posters

Subway ad
Street ad

street posters

POP-UP STORE

Store front

store front

shopping experience

Retail store

workshop experience

Crafting room
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