Vartika

Fashion Designer/Art director

Midas • Self-employed

Jan 2025 - Present • 1 yr 9 mos

At Midweek, I have played an integral role in building the brand from the ground up, transforming its vision into a distinctive identity through fashion, design, and visual storytelling. My role spans the entire creative process, from conceptualising the brand’s core idea and developing mood boards to designing silhouettes, exploring colour palettes, defining collections, and establishing a cohesive visual language. I approach every project with a strong creative vision, ensuring that each design element reflects the brand’s personality and resonates with its target audience. A key part of my work involves creative direction and photoshoot planning. I conceptualise shoot ideas, develop visual narratives, plan styling and compositions, and direct the overall aesthetic to bring each concept to life. I believe a successful campaign goes beyond visually appealing imagery; it tells a story, evokes emotion, and creates a meaningful connection between the brand and its audience. From fashion design and graphic development to campaign conceptualisation, art direction, and packaging, I enjoy connecting different creative disciplines to build a unified brand experience. My strength lies in thinking conceptually, exploring unconventional ideas, and translating abstract visions into compelling visual outcomes. For me, building a brand is about creating a world people can recognise, relate to, and remember where every product, image, and interaction contributes to a larger story.