A.A. Spectrum is a Danish-Chinese luxury fashion label. Each collection is designed in Copenhagen, Denmark and produced in Beijing, China.For AW18, A.A. Spectrum approached me with no brief. After several conversations with the creative director, I realized there was one sentiment that we shared, the feeling of being 'Lost in Translation' – it became the starting point of the narrative I developed for AW 18. 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: Creative Direction, Art Direction, Textile Design, Illustration, Copywriting
• Photography: Polina Vinogradova• Styling: Thora Valdimars• Model: Jordun Love & Kimberly Green
‘Ping Pong Puffa’ included in MEN’S NON-NO COLLECTION of AW2018