Jay Hess & Simone Pasztorek
Hess, J. and Pasztorek, S. (2015). Graphic design for fashion. Johanneshov: MTM.
- Increased sense of creative potential when the GD studio is commissioned by the fashion industry
- Relationship between GD and fashion was not fully realised until Peter Saville was commissioned for the Autumn/ Winter 1986/87 Lookbook for Yohji Yamamoto - defining moment for modern Fashion Communication
- Branding is considered a promise, an experience and a memory
- The message must communicate the ambition of the label
Acne Art Department for
Acne Studios
- Multidisciplinary Acne collective, based in Stockholm
- ACNE is the acronym of 'Ambition to Create Novel Expression', also referring to a skin condiiton
- Their branding has been so successful that a survey of University students in Stockholm found that the majority of them associated 'Acne' primarily with jeans, not skin problems
- Central to the branding exercise is Acne Paper, a seasonal fashion magazine that is the flagship of Acne Studio's visual communication
> biannual fashion magazine
> initial purpose was a vehicle to promote the brand aesthetics and act as a moodboard
> provides a collab showcase for whole 'family' under the Acne umbrella
- Graphic Design and art direction are an integral part of fashion - Jonas Jansson
- In modern society, fashion is more than the production of clothing
- With an acute self-awareness they blur the line between graphic designer, client and audience with great effect
- The shopping bag offers another opportunity to reinforce the brand inspirations
- Maximising every opportunity, wrapping tissue paper is customised each season
Acne Paper
Front Covers
Layouts
Maximising Every Opportunity
Shopping Bag
Anothercompany for
Tenue De Nîmes
- Launched by Joachim Baan in 2007
- Baan is clear about the importance of narrative - "the most important thing in our work is to tell stories"
- Inspired by simplicity, creativity and detailing; this philosophy is a direct parallel with the label Tenue De Nîmes
- Baan employs sophisticated details embodied with a personal touch to build a subtle message and atmosphere of consistency
- Originally employed as an art director, Baan eventually became a partner of the clothing label
- There is an integrity to raw denim that has been directly translated into the branding - "In every single aspect pf its communication we wanted to implement the concept of denim"
- Baan is not limited to print, taking the branding to the shop itself - a stencil logo on the window
- The success of the Journal De Nîmes justified its launch into quarterly duotone newspaper - it explores the the aesthetic world of Tenue de Nîmes
- The use of a heavy weight tote bag reinforces the brand values outside the retail environment relating to the materiality and hardwearing qualities of denim
Branding
Journal de Nîmes
Deeva-Ha for
Gar-De
- Gar-de has been an on going project for Pete Deevakul and Jiminie Ha since they were commissioned to establish the branding for its debut Autumn/Winter 2008/09 collection.
- They were encouraged to take creative ownership of the project
- "we have the freedom to interpret the brand in a unique way that simultaneously respects and subverts traditional means in fashion"
- Its name derives from the French for 'to guard'
- "we intend to make every project and extension of our own process as artists and professionals in the commercial world"
- The rubber stamp letterhead subverts the industry's conventional perfection and offers an accessible alternative that feels fresh and immediate.
- Intent on breaking away from the computer, DEEVA-HA develop concepts and strategies that combine the hand-made with the machine
- They have found the balance between photography and graphic design
- Gar-de has been an on going project for Pete Deevakul and Jiminie Ha since they were commissioned to establish the branding for its debut Autumn/Winter 2008/09 collection.
- They were encouraged to take creative ownership of the project
- "we have the freedom to interpret the brand in a unique way that simultaneously respects and subverts traditional means in fashion"
- Its name derives from the French for 'to guard'
- "we intend to make every project and extension of our own process as artists and professionals in the commercial world"
- The rubber stamp letterhead subverts the industry's conventional perfection and offers an accessible alternative that feels fresh and immediate.
- Intent on breaking away from the computer, DEEVA-HA develop concepts and strategies that combine the hand-made with the machine
- They have found the balance between photography and graphic design
Branding
Sanderson Bob for
Yutaka Tajima
- Sanderson launched Yutaka Tajima to initiate collaboration with a vast range of people
- Having developed a simple geometric Y logo, the brand undergoes continual change as contributors interpret the logo.
- " We make simple T-shirts with one colour ink and one logo. It just depends on what people turn it in to"
- As a fashion label Yutaka Takima is a literal branding exercise, shifting the focus and creativity from the product solely onto the logo
- An example of a fashion label that is led purely by artists and designers
Yutaka Tajima
- Sanderson launched Yutaka Tajima to initiate collaboration with a vast range of people
- Having developed a simple geometric Y logo, the brand undergoes continual change as contributors interpret the logo.
- " We make simple T-shirts with one colour ink and one logo. It just depends on what people turn it in to"
- As a fashion label Yutaka Takima is a literal branding exercise, shifting the focus and creativity from the product solely onto the logo
- An example of a fashion label that is led purely by artists and designers
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