Gem by Lazy Oaf

Gem, was a Lazy Oaf diffusion line, an elevated hyper feminine collection at a higher price point.

We looked to Riot Grrrl’s, women in punk and feminism for inspiration for this collection. With hand drawn sketchy graphics and bold colors juxtaposed with girly silhouettes.

Working on this line was a lot of fun, as expressionism and fun were at the core, with a healthy dose of ‘I don’t care what you think’ attitude.

This collection was shot at the height of the pandemic, so I orchestrated a shoot where the model would photograph herself with my creative direction.

Design & Creative Direction by me.