FICHU Paris is a French high-end accessory brand redefining the timeless art of durags with a focus on natural, eco-conscious materials and Parisian craftsmanship. Rooted in a diverse heritage, FICHU blends elegance, comfort, and tradition, paying homage to the care rituals and cultural significance of this iconic accessory while modernizing its narrative for a contemporary audience. As Creative Director, I led the brand’s creation—from its timeless identity and refined branding to its innovative social media strategy. By crafting a cohesive universe, FICHU has cultivated an engaged community through dynamic programs celebrating heritage, self-expression, and sustainable luxury.