MASCULIN

THE CLIENT

Masculin is an interest group of independent gentlemen’s outfitters located throughout Germany and a long-standing client of UCM Corporate Publishing. The network represents premium menswear retailers with a shared focus on quality, craftsmanship, and contemporary fashion culture, positioning itself at the intersection of retail, lifestyle, and editorial communication.

Through joint publications and coordinated branding initiatives, Masculin strengthens both the visibility of its member stores and its relevance within the competitive landscape of fashion retail and corporate publishing.

THE TASK

As a freelance Art Director, I was commissioned to develop several title treatments and the initial design concept for their quarterly published magalog in 2016. The publication explored modern urban spaces as a contextual backdrop for different designer collections, combining fashion editorial content with architectural, cultural, and lifestyle references.

My role included the conceptual development of the visual framework, layout principles, and typographic direction, as well as the creation of a comprehensive dummy to define structure, pacing, and visual hierarchy. The objective was to establish a distinctive editorial identity that could function both as a high-quality fashion magazine and as a strategic corporate publishing tool for the Masculin retail network.

The resulting design approach balanced contemporary aesthetics with clarity and usability, ensuring strong visual impact at the point of sale while maintaining editorial credibility and coherence across recurring issues.