Outlaw — Tours to Cultures
Travel has a unique calming effect.
Immersion in new cultures, landscapes, and languages allows people to slow down, shift focus, and reconnect with themselves.
Tours to Cultures was conceived as a cultural project exploring how fashion can translate this feeling of calm and belonging without movement, noise, or spectacle.
It does so through touch, memory, and everyday rituals.
BUT
How can cultural diversity be expressed without turning it into folklore, costume, or decoration?
How can heritage feel contemporary, intimate, and emotionally safe rather than explanatory or distant?
idea
We explored cultural immersion through fashion, turning clothing into a tactile medium. Something you could literally feel on your skin.
As part of Tours to Cultures, Outlaw collaborated with the cultural laboratory Ornamika, an archive of traditional ornament patterns, to create a capsule pajama collection inspired by Tatar geometry sourced from historical archives.
The narrative was built around personal memory and cultural continuity, drawing on the Tatar roots of Outlaw’s founder and creative director, Dilyara Minrakhmanova, where traditional embroidery and handmade textiles were part of everyday life.
“As a child, I spent every summer in the village with my grandmother on my father’s side. She worked all her life at a school where she taught the Tatar language and literature. I remember how she loved to decorate the house with embroidery: white curtains with ornaments on the windows, pillows with flowers on the bed, towels on the walls, and a unique carpet in every room.”
Dilyara’s personal perspective shaped the tone of the campaign. The collection was based on plant-motif ornaments sourced from historical archives and reinterpreted in a minimalist, contemporary way.
my role
I worked as a copywriter for Outlaw on the fashion brand side, shaping the narrative of a cultural collaboration and developing the press and editorial copy.
PRESS
The project was covered by lifestyle and industry media: Sostav, Habr, SRSLY, Lifehacker, and TJournal, and is still available on brand website.
awards
The Tours to Cultures campaign won recognition at major creative festivals, including ADCR, Red Apple, and White Square.
