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Fashion Forward


One of the (many) strengths of print is its ability to capture vibrant colors, reproduce rich textures, and provide tactility that supports fashion marketing and similarly distinctive products. Shown here is a selection of print projects whose common theme is the effective use of design, paper and ink to evoke the fantasy of fashion as only print can do.

design army | concrete | turnstyle | pentagram

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Design Army

FOR KARLA COLLETTO

Each season Karla Colletto reinvents her line of swimsuits to keep up with the ever-changing fashion industry. The challenge is to make each new line marketable and memorable to purchasers and retailers - and of course the press and fashion community. When the fashion designer marked 25 years in the business, it seemed the perfect time to make a big splash.

SAYS DESIGN ARMY:
"We proposed a retrospective look at their swimsuit designs from the last quarter century. The client loved the idea, but was worried about budgets given the economic downturn. So it was crucial to dive in with a swimsuit mentality: be lean and make waves but don't be too skimpy."

"Despite having half the budget normally at our disposal, we proposed a design that was twice as many pages as previous years. The solution was to save money on the expensive models by opting to work with less expensive (and less temperamental) talent - mannequins. We also did the photo shoot in a smaller studio in Washington D.C. as opposed to a high-profile location where we would have to rush to save dollars. It took five days to style and shoot all the images, and we did not have to pay any overtime for the studio - or the models."

Design Studio: Design Army (www.designarmy.com), Project: CATALOG 25, Client: Karla Colletto, Creative Direction: Pum Lefebure, Jake Lefebure, Art Direction: Pum Lefebure, Design: Lucas Badger, Photographer: Taran Z, Writer: Holly Sheldon

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