– fashion catalog
the brief was to present the second year fashion design students first collections with the only non-profit fashion show at mercedez-benz fashion week stockholm 2011. the challenge was to for-fill the fashion students wishes to be presented in a way that clarified that they are 12 completely different students, showing their outfits in a single fashion show and catalog. they also requested not to be presented in a traditional high fashion look, such as a glossy vogue magazine. therefore, we chose to print it on news paper in berliner format, accompanied with a rough stamp-look typography to achieve a glorified "thrash-look" which still feels like fashion. we solved their wishes by printing without glue nor staples, enabling the reader to pick its favorite spread(s) and put it on his or her wall, making it into a poster, instead of just a picture in a paper - making the catalog more sustainable. we also engaged a student in fashion reporting to write introduction texts about each student, as an additional presentation except the pictures of the clothes. below the polaroid pictures in each students last page, there is a short text for the dedicated reader, describing the materials they worked with in detail.
the project also contains teaser films and a web site created by fellow classmates and of course the fashion show, which can be viewed at: http://www.beckmans.se/material
catalog design in collaboration with calle liljendahl.