Matias Villagran

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Present Tense

Present Tense

Brand identity and e-commerce site for a contemporary fashion label.

Brand identity and e-commerce site for a contemporary fashion label.

A fashion brand sitting at the intersection of athletic, casual, and formal. The starting point is a perception problem: athletic wear rarely feels appropriate outside the gym, and formal wear sacrifices comfort. Present Tense lives in between — pieces that combine effortlessly and add presence to whoever wears them.

A fashion brand sitting at the intersection of athletic, casual, and formal. The starting point is a perception problem: athletic wear rarely feels appropriate outside the gym, and formal wear sacrifices comfort. Present Tense lives in between — pieces that combine effortlessly and add presence to whoever wears them.

Site coming soon

Objective

Build the visual identity and brand world before having a finished product, using image generation to materialize the aspirational consumer and support design decisions without depending on a physical production that doesn't exist yet.

Key decision

Define the visual universe first, the product second.

Duration

—

Stack

Figma / Framer / Flux / Claude Code / Lightroom / Shopify

A brand world built before the product exists — because vision comes first.

A brand world built before the product exists — because vision comes first.

A brand world built before the product exists — because vision comes first.

Site coming soon

Net: At Pace