TWENTY9+ Conceptual Brand Project
Twenty9+ is a conceptual fashion brand project developed in Dubai, exploring the fusion of traditional Emirati patterns and desert-inspired color palettes through three contemporary garments imagined for youth-oriented desert rave culture. The project investigated how cultural heritage could be recontextualized within modern nightlife and music-driven environments.
Within the non-commercial collaboration, Tugali Jarrouj led the brand’s marketing direction, narrative development, and visual identity, shaping the campaign concept and overall positioning. A conceptual campaign introduction was developed using AI-generated imagery to establish the brand’s atmosphere and target audience, while garment construction and technical development were carried out collectively.
