Project Social T

Turning Up the Volume, Daniella Clarke ushers in a rock ’n’ roll era at Project Social T as Creative Director, leading the brand’s bold next chapter under the XCVI family of brands.

Q: Project Social T is entering an exciting new era. How does this moment feel?
Daniella Clarke: It feels like a natural progression. Project Social T is already a well-regarded contemporary brand with a loyal, cult-like following, and this next chapter allows us to build on that foundation while pushing the brand forward creatively.
Q: You’re known for a bold, rock ’n’ roll point of view. How will that influence the design?
Daniella Clarke: My aesthetic is rooted in attitude. You’ll see more edge, stronger silhouettes, and elevated details—while still staying true to the softness and comfort the brand is known for.
Q: How does the XCVI partnership support that creative evolution?
Daniella Clarke: XCVI brings decades of industry experience, strong infrastructure, and operational support that allow us to be more agile creatively. It gives us the ability to expand design options, introduce more novelty, and elevate the collection while staying true to Project Social T’s DNA and accessible price point.
Q: What anchors Project Social T moving forward?
Daniella Clarke: Elevated essentials remain the core—now layered with more confidence, energy, and edge.