Beauty Is Useless Streetwear
A Minimalist, Streetwear Identity Rooted in Inclusivity & Timeless Aesthetics
Brand Strategy & Positioning
Logo Suite
Swing Tags
Bags & Tshirts
Business Cards
How do you build a streetwear brand that speaks to everyone, while still feeling distinct, elevated, and conceptual? How do you translate literary philosophy into streetwear?
Beauty Is Useless takes its name from The Picture of Dorian Gray, exploring themes of vanity, impermanence, and the tension between beauty and decay. Our goal was to craft a brand identity that reflects these contrasts; organic yet industrial, intricate yet raw.
Challenging Conventional Ideas of Exclusivity in Fashion
We developed an identity system that blends gothic romanticism with brutalist modernity, creating an inclusive brand that rejects superficiality in favour of self-expression. The fractured botanical emblem symbolizes beauty in transformation, delicate yet defiant. Applied across garments, accessories, and packaging, the brand elements are designed for versatility while remaining instantly recognisable.
Beyond aesthetics, inclusivity was central to the brand’s ethos. Instead of exclusivity-driven marketing, Beauty Is Useless fosters a community where everyone can see themselves represented, not just in the brand’s messaging but in the design decisions and unisex product offerings.
Our design approach
Comprehensive Logo Suite: A flexible identity system designed for embroidered details, tags, labels, and digital applications.
Symbolic Brand Mark: The fractured botanical emblem represents themes of self-identity, imperfection, and defiance, mirroring the novel’s exploration of beauty as fleeting and fragile.
Typography as a Statement: A clean, industrial wordmark juxtaposed with raw, distressed textures, reinforcing the brand’s conceptual depth.
Inclusive Branding Choices: A brand designed for a diverse audience, moving away from exclusivity-driven aesthetics to embrace an expansive, representative vision.
The Impact
A Brand with Depth & Meaning: Beauty Is Useless doesn’t just sell clothing, it tells a story about identity, impermanence, and self-perception.
Visual & Conceptual Recognition: A brand identity that feels instantly distinct while resonating with audiences on a deeper, symbolic level.
Expansive Representation: Designed for an inclusive, global audience, ensuring that different identities, styles, and self-expressions feel welcome.
Built for Longevity & Growth: The modular system allows for seamless integration across future product lines, collaborations, and editorial storytelling.
As an emerging start-up, we developed a modular brand identity for Beauty Is Useless’ future growth, a visual system that adapts across collections and collaborations while staying true to the brand’s artistic core.
"Olivia was nothing but brilliant to work with - she understood the vision from the beginning and took all the necessary steps to deliver it to us. Would recommend her for any project you are attempting to start. She's definitely part of the team forever"
Founder of Beauty Is Useless (Clothing Brand)
Ready to create a world-building brand that connects and inspires your community?
Let’s create something that’s not just beautiful, but built to connect, inspire, and grow with you.