There has been a new world created, maybe rediscovered, by graphic design and image application in the Fashion industry. This mainly derived from the heavy reliance on imagery through the, I dare to say, “street wear” Industry. No matter the toxicity around its label the industry with roots in screen printed graphics has developed into a space where there is a lot of creative play, commercial exploration, and technical developments beginning made.
Graphic design and general graphic art operate on storytelling through composed imagery. This reliance on imagery and visual storytelling is shared with the streetwear and even high fashion industry. Recently both industries have had a clear impact on each other, from using symbols and formatting icons, to digging and researching historical references to iterate on. The industries share a sense of satire and playfulness, juxtaposition of imagery and historical flips, that begin to offer insight into the story and personality of the brand. This visual cue gives the audience something to read into and then relate to, ultimately giving an item found purpose.
Graphic design and creativity are critical to the success of most brands, as well as the ability of any individual creative to stand out. This where the graphic design element and creative play critical to the success of a brand. Giving a brand a unique design perspective from the start, allows for a much for committed audience. Designers and creatives, are over problem solvers by nature. So when worked to be more ingrained in the structure of the business, it allows for solutions in ways unthought as well preemptively in some cases. Making an overall more effective and efficient system.
Working with clothing brands in the Washington, DC , Virginia, and Maryland area, as a designer, I have been able to see the impact of working clothing with creative, but also instilling a strong design and visual language. Like I said before, as a designer it is a great space for exploration and innovation, and as a business it is a place to develop a grow an efficient system of product management. However, the biggest benefit of working with the design core, is design is a problem solving process. Meaning as well as being visually appealing, design can bring your product to people, but also offer a unique perspective and solution to problems along the way.
This connection is further elaborated on in this Dazed Digital Interview with Jay Hess and Simone Pasztorek.