Brand Creation
Anybodies
Elisava masters project. (2020)
Anybodies is a gender-inclusive clothing brand that develops and promotes new ideas around non-normative gender expression, experimentation, and consumption.
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Collab with Lukas Abubeker & Lorenzo Binard.
Concept
Anybodies is a gender-inclusive clothing brand created as a response to the limitations of mainstream fashion, from gender policing to overconsumption and environmental harm. More than just a brand, it’s a space for self-expression, learning, and community; fluid and adaptable in its voice, encouraging experimentation and new ideas around non-normative gender expression and sustainable consumption.Clothing stores are a battleground. At first glance they might seem mostly inconsequential, but a deeper look reveals a lot.
The graphic concept is based around the idea of consistent inconsistency.
Like our target, each application has its own personality, and in the end this disunity unites everything. But there are two consistent things that help unite the brand: the logo and chroma-key green.
Why chroma-key green and how does it work?
Just like a green screen becomes a canvas for imagination, chroma key green in our brand acts as an open space for self-expression. It is not a fixed identity, but a backdrop that invites transformation, creativity, and individuality.
Our users can create their own expressive designs via our app. Then, through the app camera, the user will simply point the camera at any of our applications containing the chroma key green, and will then see that the pattern they design will substitute the green.
For our editorial, a guest editor assembles a creative team to produce a trimestral magazine.
Each issue focuses on issues around gender, expression, and consumption, and aside from that, there are abrupt inserts throughout the magazine that have nothing to do with fashion.What can happen when you enjoy life offbeat? Anything. We wanted to feature people dancing offbeat to music that wouldn’t expect them to enjoy or dance to.(not so) fun fact: The original idea was for us to shoot and direct people wearing chroma-key green, but due to the fact that this project was interrupted by the pandemic, the footage has been rotoscoped frame by frame instead.