Zero

Portrait of a model wearing a black sweatshirt in front of a brick wall in a city street
Portrait of a model wearing a black sweatshirt in front of a brick wall in a city street

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    Creative Direction

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    Campaign

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    Design

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    Post Production

ZERO is a street fashion brand focused on balance, form and everyday uniform. The work centres on restraint and focus.

ISO developed the visual direction for ZERO, shaping a series of street-level images grounded in real environments and natural posture. Casting, location and styling were kept deliberately simple, allowing subtle details and personal presence to define the frame rather than overt narrative or artifice.

Model wearing a white t-shirt leaning against a brick wall in an urban setting

The imagery reflects a quiet confidence, presenting the clothing as lived-in and adaptable rather than styled for spectacle. Movement is minimal, compositions are direct, and repetition is used to reinforce consistency across individuals, reinforcing the idea of ZERO as a shared, everyday uniform.

Full-body portrait of a model wearing a black t-shirt and trousers in an open city space
Three models wearing minimalist streetwear standing together outdoors
Back view of a person wearing a black hoodie with a graphic print in an outdoor market setting

By focusing on reduction and consistency, the project establishes ZERO as a brand rooted in modern street culture without leaning on trend or statement pieces. The result is a visual language that feels considered, wearable and intentionally understated.

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