Campaign • Promotional Print Design
Comme des Garçons is an avant-garde fashion house founded by Rei Kawakubo. In her work, Kawakubo is constantly trying to challenge the norm in fashion, in culture, and in socially accepted ideas. Nowadays, people can be overly absorbed in tech consumerism. Year after year, they will shell out money to get the lastest gadgets and gizmos, anticipating the next smart watch or upgrade. Because of this, I created a print promotional campaign for Comme des Garçons that glorifies being old school. This includes wild postings and printed "lookbooks" to be sent to interested parties.
As a tongue-and-cheek way of critiquing tech consumerism, the campaign elevates retro technology into fine art. The “wearable tech” seen here are not responsive glasses, but a floppy disk. Borrowing from colors, patterns, and layouts from the 80s, the lookbooks and posters are distinctly retro. The words used are sarcastic responses to real consumer comments. Each lookbook is also delivered in individual plastic sleeves to mimic cheap distribution.