Repose: How would you describe what you do?

Kévin: I am an independent designer and art director, and I am developing a project where clothing becomes a medium for visual expression. My work consists of creating comfortable, understated garments, built with particular attention to detail and to the aesthetics of the final result , both in the product itself and in the imagery around it.

Repose: What led you to start a personal project?

Kévin: The desire to create a project that truly represents me, beyond a framework or a client’s request.
I wanted to develop a personal creative space where comfort and aesthetics come together without excess or demonstration, and where every decision makes sense to me. This project was born from the need to work slowly and thoughtfully, allowing ideas the time they need to take shape. Clothing is the first form of expression of that process.

Repose: How did the idea for this project come about?

Kévin: The idea came quite naturally, but over a long period of time. I’ve always been sensitive to clothing brands from a very early age. I grew up in the 1990s, when streetwear was emerging in France, heavily influenced by American culture. That period taught me the importance of identity, logos, and the universe surrounding a garment.

Later on, through blogs and discovering new references, I became interested in Japanese culture, its way of thinking about clothing, but also architecture, space, and the relationship to emptiness and silence. Certain brands were particularly influential at that time, especially for their graphic approach and their ability to create a strong universe. This pushed me to create, and then to learn graphic design in order to understand how these identities are built.

Over time, my perspective evolved toward something calmer and more structured. Creme Curated was born from that evolution: a project that brings together these influences with a more personal, more considered approach, where clothing becomes a medium for visual and cultural expression.

Repose: What challenges did you face at the beginning of the project?

Kévin: The main challenge was managing the project as a whole. In fashion, creation is only one part of the work, you also have to deal with production, logistics, costs, timelines, and administrative matters. These are less creative aspects, but they are essential and can slow down the momentum and excitement of early ideas.

Being independent and working alone means having to account for everything. Every constraint becomes the responsibility of the next step, and it’s up to me to find solutions. This requires an overall vision, a lot of anticipation, and the ability to accept that creation never happens in isolation.

Starting a real project from scratch was both the greatest challenge and the greatest motivation. Building Creme Curated forced me to move beyond theory and into something tangible, and to give lasting form to my creativity.

Repose: Do you face any challenges when communicating your project? Which ones?

Kévin: Yes, clearly. At first, novelty helps, the project naturally attracts attention, first from people close to me, then from those who follow my work on social media. But that dynamic isn’t enough in the long run.

As someone who is quite discreet, both personally and in my work, I’m learning every day to communicate differently. Being independent and alone behind the project also means having to embody it, explain my intentions, and share more of what happens behind the scenes, which doesn’t always come naturally to me.

When the project reaches the right people, those who share a sensitivity close to mine, that is the greatest reward. The challenge today is to grow that community while staying true to the project’s universe, and to gradually expand that audience without losing what defines its identity.

Repose: What would you say to the person you were when you started this project a few years ago?

Kévin: First, I would congratulate myself for finally daring to take the leap. For having built a project that represents me 100%, and for seeing that, little by little, the images and ideas are taking the shape I had imagined from the beginning.

I would tell myself not to give up. In this industry, you often hear the same advice: hold on, persevere, and it’s true. Results are rarely linear; they tend to follow a rollercoaster pattern. There are very intense periods where everything moves quickly, and others that are much calmer. You have to learn to accept that rhythm.

With hindsight, I would also tell myself to stay more focused. There’s no need to spread yourself too thin or to try to grow too big too fast. Focus on a few products, a few strong ideas, and let time do its work. The rest will follow.

Repose: What excites you most about your current project? And about the future?

Kévin: What excites me most today are the messages from people who take the time to write, simply to say that the project is beautiful or that the pieces resonate with them. Meeting people who share the same sensitivity to image and clothing. Knowing that this work resonates with others is a true source of daily motivation.

Repose Archive is a creative direction journal documenting processes and projects across art, design, architecture, and hospitality. As designers, we interview creative minds and explore purposeful creation.  Photography credits:  Creme Curated.