Sfumato RVA is the visual identity created for the upcoming Moschino Boutique exhibition presented during Sfumato 2026 in Richmond, Virginia. Commissioned to develop the look and feel of the exhibition, the project includes a complete collection of posters, magazine advertisements, editorial layouts, and promotional materials that establish the atmosphere for the opening.

The creative direction blends surrealism, botanical forms, vintage fashion, and Moschino’s unmistakable sense of play. Sculptural garments bloom into oversized organic silhouettes, floral textures become couture, and whimsical accessories transform into expressive design elements. Every composition was designed to feel like a luxury fashion editorial while introducing visitors to the visual language of the exhibition.

The imagery was created with Midjourney, using Moschino’s real product photography as creative reference, while the complete campaign was designed and assembled in Adobe InDesign. Figma Weave supported concept development, visual exploration, and creative ideation throughout the process. My role included creative direction, prompt engineering, image curation, typography, editorial layout design, color refinement, and final production.

Sfumato RVA demonstrates how Generative AI can become part of a professional creative workflow while remaining guided by strong design principles. The result is a cohesive campaign that merges fashion, editorial storytelling, and contemporary visual technology into a world that feels elegant, playful, surreal, and unmistakably Moschino.