SLAY Lingerie reframes the legend of The Lambton Worm through contemporary pop-cultural language and tights merchandise.

Influenced by Eike König’s idea that pop culture transcends social and cultural boundaries, the project aims to reconnect regional storytelling with a modern North East audience. The project centres around the layered meaning of the word “slay”, a term associated with both destruction and style. This combination of violence, glamour and folklore shapes the visual outcome, creating a bold reinterpretation of local myth through graphic design.

Developed as a collaborative brief, this project explored cross-disciplinary creative practice through partnerships with illustrators Alice Wyse, Li Liu, textile designer Mia Grice.

Acting as creative lead, I coordinated the project’s visual direction, did brand development, packaging design, and the design of a bespoke pair of tights. I also produced the promotional campaign through photography, editing, and direction of the final video outcome.