U N A E S T H E T I C
(Previously presented …)
The focus of my individual final project at Condé Nast College was Fashion Brand Communication.
I created a brand using my own graduate womenswear collection, with the aim of launching a new fashion brand in Portugal at some time in the future.
In this way, UNAESTHETIC shoots intend to show all the concept and the aesthetic of the brand. The shoots are conceptual and focused mainly in details.The main idea of all the shooting is to transmit a strong feeling of mystery to the audience , making the customer be curious and, at the same time, passionate about the brand.
The choice of editing all the shooting in black and white fits the brand aesthetic. The retouching was really light, in order to make the shoots look natural.
(It continues …)
The name UNAESTHETIC came from the idea of symbolizing something with no aesthetic, which by other words means, a brand with a different concept of Fashion. In this way, since both contrast and reflection are fundamental elements of the brand, the logo created attempted to conceptually enforce this combination.
The promotional booklet presented intended to be conceptual rather than commercial.
Since the whole concept of the brand was reflected and generated on top of particular and strong values, each photography presented throughout the booklet attempted to metaphorically transmit the brand essence through the use of specific words. These words became the key elements in what refers to the brand message. They intended to play with the audience’s mind by giving to each word a metaphorical meaning, generating a reflective exercise and allowing the brand an artistic level.
In terms of graphics, throughout the design I constantly played with lines and diverse layers in order to deeper combine the different associations provided.
Model featured : Clara Lima
Shooting location : Gimnoarte Dance studios, Porto, Portugal
