A creative practice for the founders shaping the next generation of cult fashion — quiet luxury, loud devotion.
YannikHeimsoth.
Designing the kind of brands people don't follow — they belong to.
The Index · 08 case studies
Continue watching. Pick a chapter.
Coachella Creator Villa
Built a villa. Earned a feed.
Learn more→
cfab — Curtain Up
Skin on satin.
Learn more→Nina, On Her Terms
A chair, a camera, and time.
Learn more→
The Love Collection
May Ridts × Nathan Nuyts.
Learn more→
Schloss Bensberg
A ballroom. A breath in.
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Spring Collection
The internet's spring obsession.
Learn more→Richlove Rockson
Big presence. Bigger silence.
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myswooop — Rebrand
Re-Commerce, repositioned.
Learn more→[ The Practice ]
Brandsareavisceralreaction,acommunitysignal,andapersistentdigitalheartbeat—feltlongbeforeitisunderstood.
A decade spent at the intersection of commerce and culture — distilling the convictions of founders into visual languages a generation actually wants to wear. Past and present collaborators include category-defining D2C brands across bodywear, ready-to-wear, wellness, and lifestyle.
Creator Villa — Project Lead
Built a villa.
Earned a feed.
130M+
Organic impressions
Project lead on a fully-produced creator villa onsite at Coachella — artist passes, private aviation, Jenner-tier talent. Designed to spark content people actually wanted to share, not branded posts they had to.
Field Notes · Indio, CA
Behind the villa. A weekend, scrolled.
← Drag · 11 frames
Press · On cfabchella
What the industry wrote.
← Drag · 03 quotes
02 — cfab · Curtain Up
Creator-led editorial for cfab (formerly creamy fabrics). Casting, art direction, and image system for a new chapter of bodywear — sculpted, sensual, unmistakably its own.
Curtain up.
Skin on satin.
03 — Documentary · cfab
Nina,
On Her Terms.
Five days after a Netflix documentary turned the public lens on a famous German rapper, the conversation — predictably — pivoted to his wife. The headlines asked what she should have done differently. The responsibility, again, placed on the woman.
We didn't write her a script. We gave her a chair, a camera, and time.
A short documentary film for cfab — letting Nina Anhan speak for herself, on her own terms. No framing. No agenda. Just a woman, finally being asked rather than discussed.
Format
Short documentary
Role
Concept · Creative Direction
04 — cfab · Valentine's
The Love Collection — starring May Ridts & Nathan Nuyts, the UK/NL couple beloved across millions of feeds. A studio love letter in scarlet and powder blue, built for cfab's Valentine's moment.
The Love
Collection.
@NATHANNUYTS
A ballroom.
A breath in.
[ Concept ]
Transformed the historic ballroom of Schloss Bensberg into a private yoga class for a curated circle of influencers — launching the cfab Yoga Collection with chandeliers overhead and burgundy mats underfoot.
06 — cfab · Spring Collection
Creative direction for the seasonal return of cfab's most anticipated drop. A campaign film built for the feed — rhythm-cut, sound-led, engineered for replay.
The Internet's
spring obsession
returns.
Behind the scenes · 02 frames
Set · Berlin · 04 / 26
Big presence.
Bigger silence.
07 — Talent · Richlove Rockson
A focused two-frame edit with Richlove Rockson — a 5XL model with a presence the camera can't ignore. Quiet styling, urban light, no apologies.
08 — myswooop · Re-Commerce
Brand repositioning & rebrand for one of Germany's largest re-commerce players. Led as Head of Marketing — strategy, identity, voice, OOH system, campaign film. From a transactional trade-in service to a culture-aware, swooop-it-on consumer brand.
Swooop it
weiter.
Out of home · 02 placements
Subway · Airport · DE
Recognition · MMXXIV
German Brand Award
Gold.
Awarded for Exzellente Markenführung — excellence in brand leadership. Recognising the rebrand as a category-defining shift for German re-commerce.
01
Gold · GBA '24
DE
National rollout
360°
Identity · OOH · Film
Practice.
[ Four Disciplines ]Creative Direction
End-to-end creative leadership for product launches, brand relaunches, and seasonal campaigns. Image, voice, casting, music, environment.
Brand Architecture
Identity systems, naming, visual and verbal language. Built to scale across retail, digital, editorial, and physical product.
Executive Advisory
Board-level partnership with founders and CEOs through fundraising, repositioning, and growth phases of category-defining D2C brands.
Community Strategy
Cultural programming and community design — turning customers into believers, and brands into shared identity for a generation.