Don’t play it safe with safety stuff. To challenge generic brand merchandising during Pride Month, Lufthansa created a genuine, first of its kind fashion accessory during Milan Fashion Week.  

We transformed seatbelts into wearables, available in a vibrant spread of six colours. I art directed the campaign's visual identity and led the collaboration with queer talent like drag artist Farida Kant for the launch. The concept played ironically on previous "brutalist" accessories that later became iconic, positioning the belt as a collectible piece rather than standard merch. The work succeeded by treating fashion as an entry point—proving that when design leads, the message follows naturally. This work was achieved by my colleagues and I at Serviceplan Munich.