The CM® approach to the playbook is about documentation. Christian MacLeod treats his digital presence like a working sketchbook; giving followers a real-time look into his creative underground.
His aesthetic embraces a raw, authentic visual language that reinforces the idea that creativity is for everyone; inviting you to build your own belt, mix, match, and make it your own. Typography plays a key role in his visual language, with the use of ironic quotation marks to label and frame objects in a meta, postmodern way, turning simple words into statements.
Beyond belts, he highlights commissions, luxury, art, sport, and music; positioning CM® within a wider cultural movement. His content shifts fluidly between styles, references and ideas; bringing the audience directly into his creative mindset. By consistently tagging and crediting collaborators, he gives visibility to the creative team around him.
