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The Rise and Fall of the Anti-brand is an exploration of large scale corporations and the hidden issues behind their success. Is it hard to tell the truth? Does it matter? Does graphic design misdirect an audience away from the truth?

Antibrand was one of my final year university briefs. It aims to analyse and interrogate a well-known brand, finding its weaknesses and questioning what matters.

My chosen brand was Abercrombie & Fitch. I interrogated their history and approach to the fashion industry, resulting in an AR filter to analyse their promotional store material.

I then developed the project further, to interrogate the general fashion industry, by designing an app interface that would scan and evaluate the choices that particular fashion labels had made. Then, offering suitable alternatives to improve the way we view the fashion industry.

Along with the UI development, I made a series of collages from Abercrombie & Fitch’s promotional content, to highlight the inappropriateness of their images. Once again, interorgating the fashion industry.

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