More than a clothing brand, Nude Project is a movement that every creative feels drawn to. Based in Barcelona, Nude Project is a streetwear label that has mastered the art of community-driven marketing. With an authentic commitment to their audience, the brand has cultivated loyalty that goes beyond quality clothes and fresh design. Known for unique brand experiences, like the Nude Mansion (an ode to the Playboy Mansion) and spontaneous art exhibitions in the street, founders Alejandro Benlloch and Bruno Casanovas have built Nude Project from the ground up. Starting at just 19 years old with $600 in their dorm room, the duo has taken the streetwear world by storm. Bruno has even started documenting his “not-so-ordinary life of a creative director” on YouTube, giving people the founder’s story they’ve been hungry for. Nude Project has become more than just a brand—it’s a beloved community. Let’s dive deeper into how they’ve achieved it.
Check them out on Instagram and Youtube.
It’s one thing to claim you’re “building a community,” but Nude Project goes beyond lip service. From its dorm-room origins, the brand has been about bringing people together over shared values. Bruno and Alejandro met via social media and have shared how impactful it has been to work with a partner who not only shares the vision but complements each other's strengths and weaknesses. While values like self-expression, inclusivity, and individuality aren’t new, Nude Project's dedication to weaving these values into every brand experience sets them apart. Their messaging—from social media to product drops—speaks directly to their audience with a clear mantra: “by artists, for artists.”
Nude Project’s social media presence truly feels like a two-way conversation. Much of their marketing focuses on the experiences and concepts behind each campaign rather than just the clothing. In a recent campaign, part of the Nude Project team took to a museum to capture content that bent the rules of “acceptable” behavior—jumping on a teammate’s shoulders for a better view of the Mona Lisa, for instance. This unfiltered approach goes beyond a staged brand shoot, capturing the raw energy that defines the brand. It’s an example of staying true to a brand identity, even when it raises a few eyebrows.
In addition to their bold campaigns, Bruno’s YouTube vlogs offer a behind-the-scenes look at his life as Nude Project’s creative director. This adds an extra layer of vulnerability to both Bruno’s personal brand and Nude Project itself, giving the community an insider’s view that’s inspiring for anyone trying to carve their own path in the fashion and creative industries.
Nude Project encourages its community to express themselves through its pieces, creating a brand that feels both personal and inclusive. Their campaigns celebrate individuality and invite customers to share their unique styles, reinforcing a sense of belonging where everyone’s personal approach is valued. By regularly reposting user-generated content on Instagram, Nude Project showcases its fans' creativity, making followers feel like co-creators of the brand’s aesthetic.
The brand’s messaging consistently emphasizes authenticity and self-expression, making it clear that Nude Project isn’t just about fashion—it’s about empowerment. Their visuals often feature diverse models and raw, unpolished settings, appealing to an audience that values realness over perfection. This approach fosters a sense of belonging, giving followers a place to express themselves without judgment. For those who may feel out of place elsewhere, Nude Project has created a community where they can find their people.
Nude Project’s commitment to community-building has helped them create a fiercely loyal, cult-like following. By prioritizing authenticity, shared values, and inclusivity, they’ve turned customers into fans and followers into advocates. Whether you’re just starting or looking to strengthen your brand, building a community around your brand can be the key to long-term success.
