As a fashion and graphic designer, I challenge the visual stereotypes of sports fashion, and transform known codes into sensual, associative worlds. In collaboration with the sports shoe manufacturer “On”, I create a new aesthetic in order to break the purely technological presentation. Using 3D programs, I transform the shoe into textural landscapes. The resulting images are assembled into a publication. In addition, a video teaser is created, which shows the shoe in motion and in an atmosphere, because fashion works only once it starts to move.
After completing my bachelor‘s thesis in visual communication with On-Runnig, I was able to work as a graphic designer.
During this time, the apparel collection was launched for the first time and my job was to create the lookbook in print form.
I was also involved in the Cloudflow shooting and, thanks to my fashion knowledge, I was responsible for the styling.
At the same time, I also designed the graphics for the POS material in Jelmoli. There was a showcase where the technology of the sole was explained.
In addition, it was also my idea to show the shoe in individual parts. In the office and at jelmoli I pinned the shoe to the wall myself.
Photo by Thomas Stöckli
Photo by Thomas Stöckli
