Once your concept and target audience are clear, you can give your brand a visual form. In this part of our guide, you will learn how to create moodboards, develop a recognizable style, and logically build your first collection.
Branding is more than a logo or color. It is the complete identity of your clothing line — the style, atmosphere, and story that your customer recognizes immediately. By bundling those elements into clear moodboards and an organized collection build-up, you lay the foundation for a strong brand that feels professional and consistent.
In this phase, you make the step from strategy to design: the ideas become visual.
1. Creating moodboards: giving your brand visual direction
A moodboard helps you determine style and atmosphere. It gives direction to design, photography, materials, and even your website or lookbook.
What do you put on your moodboard?
- Silhouettes (oversized, fitted, basic, techwear, minimalist)
- Color palette (ton-sur-ton, neutral, pastel, contrast)
- Materials (jersey, denim, rib, wool, canvas, recycled)
- Finishing & details (stitches, labels, buttons, graphics)
- Atmospheric photos that convey your brand feeling
Choose images that fit your target audience. If they are looking for minimalist basics, keep your moodboard clean and calm. If you want to create streetwear, opt for bold graphics and energetic photography.
More examples and practical tips can be found in: Branding & moodboards for your clothing line.
2. Determine style & brand identity
Your style must align with your concept and target audience. It determines how your brand feels, looks, and communicates. This makes your clothing line recognizable and distinctive.
Questions to determine your style:
- Is your brand clean & minimalist, or rather outspoken?
- Does your style fit the budget of your target audience?
- Does your aesthetic align with your brand story and values?
Tip: choose one clear direction. A brand that tries to appeal to everyone ultimately appeals to no one.
3. Build your first collection logically
Your first collection doesn't have to be large. In fact: starting too large is one of the most common mistakes. Start with a compact “capsule” that logically fits together.
How do you build your first collection?
- Start with 3–7 styles (e.g. sweater, hoodie, T-shirt, pants).
- Use one style direction for consistency.
- Choose a maximum of 1–2 colors per item.
- Make sure your collection is logically photogenic.
Our advice from the studio: Start small, test your target audience, and only scale up after real feedback.
More about this in: How to build a collection.
Ready for the next step?
The next page in the guide is about legal requirements, care labels & textile legislation.
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