ART DIRECTION

WHERE A DRAWING BECOMES A VISUAL STORY

These projects start with something that already has a pulse and take it somewhere else. Some are self-directed, some commissioned. What connects them is the way drawing can shift the frame, build atmosphere, and turn an existing visual world into something newly charged.

Black-and-white illustration of a hand holding a Vivienne Westwood orb, created by Ioana Friedman for Lili The First.

Lili The First — Vivienne Westwood

For Lili The First’s first season carrying Vivienne Westwood, Ioana Friedman developed the launch imagery across illustration, styling, and digital storytelling — a natural collision between Westwood and a boutique with a point of view of its own.

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SELECTED WORK

Hand-drawn fragrance composition featuring Le Labo Thé Noir 29 with black tea, cedarwood, fig, and botanical ingredients by Ioana Friedman.

Perfume pulled apart through its ingredients, giving the invisible composition a visual body.

FRAGRANCE, INTERPRETED

Black-and-white drawing of a smiling guest at Lili The First’s 2026 NYC Pride party by Ioana Friedman.

Afterimages from Lili The First’s NYC Pride party — people, gestures, and details carried forward through drawing.

NYC PRIDE, DRAWN

Black-and-white fashion portrait drawing inspired by Eugene Souleiman’s sculptural hair for Yohji Yamamoto SS27 by Ioana Friedman.

Hair, after Eugene Souleiman’s sculptural work for Yohji Yamamoto SS27.

Yohji Yamamoto — SS27

Mixed-media drawing of Maison Margiela Tabi shoes, emphasizing their split-toe silhouette, by Ioana Friedman.

The shape of the shoe, reduced to what makes it instantly recognizable.

Maison Margiela — Tabi

Black-and-red drawing of a hand-crafted crochet garment from Dujancourt AW25 by Ioana Friedman.

The Unconditional Love bag, traced through the handwork and repetition that build its final form.

Dujancourt — AW25

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For collaboration inquiries: me@ioanafriedman.com →