Concept/ Design done while working at Studio Dumbar – 2005


Fashion designer Marlies Dekkers wanted to create an exclusive online experience for the buyers of her new high quality, designer lingerie.

We presented her with a concept of a social network where buyers could share anonymous their secret fantasies. Each lingerie set got an embroidery that was a reference to a ’secret’ website. The online experience has a playful twist on exposure and voyeurism. Visitors could share and engage in the thoughts and secrets of others…

The site was a success, with peaks of 2000 hits a day, taking into account it was a ‘hidden’ URL and only people who bought the collection could visit.
The concept of the site prompted Marlies Dekkers to create the book ‘Stout’ (Naughty in Dutch) which became an instant national bestseller.