Branding, clothing design, web development, videography

At INDIGO, we believe fashion is more than fabric — it’s a symbol, a story, a statement. Historically, wearing tartan was an honour, a way to show where you came from and what you stood for. Today, we believe in honouring who you choose to be. Our designs reimagine the iconic legacy of plaid and tartan, blending history with bold, modern expression. You don’t have to fit in when you’re made to stand out. This is your pattern, your statement, your movement. We are INDIGO.

This project was created with elements of generative AI photography and video over the course of 6 months.

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INDIGO was born from a passion for fashion. This brand was imagined from concept to product. Through numerous iterations, envisioning brand campaigns, determining which products would be introduced for the season, and how this digital brand could differentiate itself from the pack, no detail was spared. The main focal points are its extensive website, video campaign, physical prototype, and the visual imagery created with AI.  I wanted to explore how clothing can shape the way individuals move through the world, with each piece carrying beauty and personality.  This was a 6-month-long project from concept to execution, born of a love for unique and sophisticated fashion.
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“The Judy,”

created alongside the brand’s digital launch, the dress was cut from vintage Scottish wool and repurposed into a classic boat-neck silhouette. With no prior experience in garment-making, I was determined to pour my creative energy into this piece. Using plaid as a central brand cue allowed INDIGO to maintain its simplistic aesthetic while letting the garment command presence. The piece makes its statement confidently, with its form and pattern working in harmony to complement the wearer rather than outshine them. Photographed by Angelica Buckley.
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An integral part of INDIGO was understanding the application of the brand. The name “INDIGO”, or “GOINDI”, plays with the idea of movement and independence. Therefore, the name could be stacked and moved in a multitude of ways while still maintaining brand recognition. The vision of longevity for INDIGO was that it would be on par with brands such as Anthropologie, BODEN, and Reformation. Inspiration was taken from the quiet luxury of these brands, with the iconic pluck of Vivienne Westwood.
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Video created with generative AI




The Tartan Collection is INDIGO’s inaugural clothing line. All Visuals were created through multiple AI programs to envision the collection as it would exist in a Scottish field. 

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Please click here to view the full website.

The website was created with Figma and is fully outfitted with features as it would exist as a real sales platform. Each product was created with INDIGO’s brand values, unique names, prices, and additional interactive elements.












      Amalie McCracken
     2026 amaliemcc@gmail.com  
+19197487800
Linkedin
  Based in Washington. Relocating to London, UK.
Empathy, 
observation, 
& connection.