Branding / Art Direction / Illustration
“Fashion X Art: Tainan, City of Style” was a fashion show hosted by Tainan City Council in Taiwan. Tainan is known for its history, culture and craft, especially famous for its heritage in the textile industry.
The show aimed to elevate local textile manufacturers by pairing 7 local mills with contemporary fashion designers to reimagine what happens when modern fashion meets traditional art and craft.
Studio Chenchen was commissioned to create a brand identity and collateral for the event.
To show the mash-up of ideas and the focus on the craftwork that was envisaged, we drew from the tools and mediums in the fashion design process to create a cohesive system.
The imagery centres on collages of intricate pencil lines, photography and brush strokes. The overall branding shows a modern, on-trend event that steers toward emerging talent and away from elitist egotism. To complement this, the collateral was worked into a number of trendy but accessible formats – specially designed tote bags, bespoke rub-on tattoos, a magazine on local design, and an event brochure.
The event was widely seen as a great success due to its originality, contemporary design and relevancy to the broader fashion industry. The Editor in Chief of Vogue Taiwan praised the visuals of the event, noting it as the first time she has seen a government-hosted fashion show hold its own against creativity from the private sector.
As a result of the event, the City of Tainan was also invited to represent Taiwan at Milan Design Week 2019.