Decimal the Label
Founded by high fashion designer Thuy Nguyen, Decimal the Label strives to redefine the industry’s status quo by being revolutionary, versatile and transcendent. A complete identity was created for the boutique brand, channelling its ‘sophisticated with a rebellious streak’ personality through a monotone palette, moody natural textures and sleek photography. Decimal’s art direction is refined and minimalistic with an editorial look, and the effect is both daring and endearingly memorable.
Photography: Elise Gellweiler
© Jackie Dujardin 2025