about the dark brand folklorist
Lune Caselle
​I grew up in the San Francisco Bay Area, a place of layered cultures, music, and lifestyles, but always searched for something darker, stranger, and more enchanting.
At five years old, I begged to be one of the twisted trees from Disney's "Grim Grinning Ghosts" music video I watched on repeat for Halloween. At twelve, Tithe by Holly Black cracked something open in me and for the first time, I saw myself in a story. In 6th grade, my teacher commented that it was "odd" that I chose to do my book report on Dracula.
I rented FairyTale: A True Story from the video store every month. I covered my walls in band posters and clippings of Dita Von Teese that I ripped out of magazines. The boys in school made fun of how much eyeliner I wore, but I still packed it on like battle armor. ​
I've always known who I was, but I never had someone to introduce me to the worlds I craved. I had to dig for them, piece by piece, like treasure hidden in the mud. And somewhere in that search, I realized I didn’t just want to find magic...
I wanted to make it.
.png)
Storyteller. Designer. Nightmare Chaser.​
​
​
​For over fifteen years, I’ve been building brands (some my own, some for others). From clothing lines to event decor to consulting to graphic design, every business has been rooted in the same desire: help people step into a version of themselves they didn’t know they were allowed to be.
Now, through Muse and Misfit, I create brands as experiences and invitations. Making people feel seen, understood, and at home in their own darkness.
I make worlds for the parts of me that went unseen. And I hope I can make you feel seen, too.
​
Think of it as folklore meets performance. Each brand, a portal. Will you step inside?
Wild with enchantment, and basking in darkness. A lover of the eternal and the ephemeral. I live for duality, for haunting etherealism, and self-expression so bold that others fall under the spell, daring to become their truest selves, too.
