Toronto Fashion Week, an event showcasing fashion, art and culture takes place in Yorkville, Toronto’s revitalized and most prestigious luxury retail neighbourhood. The bi-annual event hosts national and international designers, entertainers and the fashion community to create a touchpoint where fashion is embraced and celebrated. This project is a rebrand for Toronto Fashion Week SS20, under the theme of “FORM”; emphasizing the importance of shape, structure, and FORM in garment making. Enjoy!
The rebrand showcases the fun and ever-changing nature of the fashion industry as well as its connection to forms and structure.The photographic flashes are abstracted into basic symbols, that are repeated to create a unique pattern motif in order to evoke that sense of celebrity and excitement that comes with fashion week. The form and structure aspect of fashion can be seen through the variable and modular use of type in all assets of the rebrand. Each day has its own distinct colour that is inspired by the flowers and leaves in a garden (florals for spring... groundbreaking) evoking that sense of Spring-Summer fashion.
Additionally, the identity is keeping in mind the location of the event as per, every asset is Bi-Lingual, containing both English and French type in the equal hierarchy. Furthermore, this re-brand was targeted towards younger individuals, as per doing market research I found that less and less young people who were interested in fashion, didn’t even know or attend the fashion week. It’s time we give Toronto Fashion Week the attention it deserves to support our local community of future leaders in fashion.