Anything but shy: PROST WORK delivers a banger of an identity for E.T WIGS, confident in itself

Founded by renowned wig expert Endah Tche, E.T WIGS is a Black-owned luxury wig brand rooted in the belief that change is power. Through its selection of hair services, the brand pushes beyond conventional beauty standards to redefine personal style, offering wigs that break free from the ordinary and create transformative experiences for clients. London and Marseille-based creative studio PROST WORK collaborated with Tche to create a brand world for the company – one that embodies its intersection of expertise and fearless self-expression. “The brand’s aesthetic mirrors its mission,” says Designer Manon Prost, “to empower through transformation and individuality while fostering a community rooted in compassion, loyalty, and transparency. We wanted to design an identity that stands out from the other wig brands that can feel overly girly and expected.” To achieve this, the brand’s visual aesthetic embraces the idea of ‘Extra Sleek’ – “where eccentric audacity meets clean sophistication,” she explains. “This fusion celebrates individuality by embracing contrasts – balancing sleek, avant-garde elements with playful sci-fi and retro-futuristic references.”