KAIZEN Drew Inspiration from Asian Typography for Summer/Spring 2018
References: kaizen.amsterdam & hypebeast
Amsterdam-based brand KAIZEN launched an urban-style editorial for its Spring/Summer 2018 'Language' collection as a voyage into the world of typography fashion. The brand explores semantics through graphic-heavy apparel. Emphasis is put specifically on the qualities and pronunciation of Japanese, Chinese and Malaysian texts.
Perhaps one of the most striking pieces in the Spring/Summer 2018 collection is a full-back piece of a traditional Chinese poem, titled 'The Lion-Eating Poet in the Stone Den.' Within the body of the text, every word is reproduced with the sound "shi," but "due to the tonal nature of Chinese the single syllable can tell an entire story when repeated," as Hypebeast states. In highlighting this curious fact, KAIZEN is able to mix cultural semantics and the richness of language with captivating typography fashion.
Perhaps one of the most striking pieces in the Spring/Summer 2018 collection is a full-back piece of a traditional Chinese poem, titled 'The Lion-Eating Poet in the Stone Den.' Within the body of the text, every word is reproduced with the sound "shi," but "due to the tonal nature of Chinese the single syllable can tell an entire story when repeated," as Hypebeast states. In highlighting this curious fact, KAIZEN is able to mix cultural semantics and the richness of language with captivating typography fashion.
Trend Themes
1. Typography Fashion - Opportunity for brands to explore the combination of semantics, language, and typography in fashion design.
2. Graphic-heavy Apparel - Potential for apparel brands to create visually striking garments that incorporate graphic elements.
3. Cultural Semantics - Chance for brands to highlight the cultural significance and meaning of languages through fashion.
Industry Implications
1. Fashion - Fashion brands can incorporate typography and graphic elements into their designs to create unique and visually appealing garments.
2. Language and Translation - Opportunity for language and translation companies to collaborate with fashion brands to showcase the beauty and meaning of different languages.
3. Graphic Design - Graphic designers can explore the intersection of typography and fashion to create innovative and visually compelling designs.
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