A.A. Spectrum is a Danish-Chinese luxury fashion label embracing cross-cultural collaboration. Each collection is designed in Copenhagen, Denmark and produced in Beijing, China.For AW18, I was commissioned on developing a visual narrative revolving around the theme ‘Lost in Translation’. The collaboration is an outcome of conversations between Creative Director Elisabet Stamm and me where we shared our thoughts on travelling, films, living abroad and my experience growing up between cultures.Applied across the whole collection, I designed bright woven labels contrasting with the muted colour palette of the collection.
The labels juxtapose Chinglish and Chinese pidgin with stereotypical symbols of the West and the East in a tongue-in-cheek approach. The aim was to create an engaging visual world inspired by vintage labels found in clothes, food packaging or other finds that catch the attention of a jet-lagged traveller. The collection has been prominently featured across press, i.e. Nylon Japan, High Snobiety, MEN'S NON-NO, FUUUCKING YOUNG!, Soen Magazine and has been worn by musicians like MØ, Ella Mai or Korean street style icon Irene Kim. It was sold worldwide in stores such as Opening Ceremony Japan, Nubian Ave, H. Lorenzo, Matchesfashion.The collection had a launch party at Henrik Vibskov Boutique, Copenhagen.
• Service: Art Direction, Textile Design, Concept
• Creative Direction and Design: Elisabet Stamm• Photography: Polina Vinogradova• Styling: Thora Valdimars• Model: Jordun Love & Kimberly Green
‘Ping Pong Puffa’ included in MEN’S NON-NO COLLECTION of AW2018