DECON BRANDING + CAMPAIGN
Decon is an experimental fashion line based in Ukraine. Their approach to fashion design bridges the gap between individualism and convention. The design of their garments often incorporate raw edges, exposed seams, and distressed textiles, giving them a deconstructed look.
Utilizing deconstruction theory, I developed a brand identity based on the concept behind their fashion. Asymmetry, diagonals, and scattered and sliced text reflect their philosophy and desire for change in the fashion industry.
Additionally, a campaign was developed to challenge the standards of beauty by showing how imperfection and flaws should be embraced, and how differences unite us.
Fashion Photography: Courtesy of Maryna Kochetyga