dial W for workwear
BRANDING PROJECT
Photography by Zoey Jacqueline | Concept and editing by Kaya Ivic
SUMMARY
These cards use traditional, illicit advertising techniques to subvert typical ideas of fashion branding and replace them with the idea of viewing advertisement as an art form. I wanted to reimagine advertising workwear in an alternative manner which embraced a form of art that can typically be seen dotting the street of any major city, specifically London. Modern workwear fashion is built for urban survival, just as these cards have as they have become so inbuilt in city life that they are now considered a memorable part of counter-culture in London.
results
The project mirrored the street culture which I had set out to capture as I edited the photoshoot using typical design elements from traditional sex cards. The subsequent photoshoot allows the advertising cards to be seen in the environment they were initially built for, the neon colours and mismatched font catching the eyes of any consumer wandering past. Dial W for Workwear was about changing perceptions and challenging comfortable norms, I wanted to introduce workwear in a format that it hadn't been before since advertising is all about making people look twice.
