In order to draw attention to the commonly undervalued potential and beauty of traditionally-rendered illustration in the world of fashion, I chose to explore this subject as the theme of my undergraduate thesis assignment at Ryerson University.
As we move further into the digital age, art authentically created that emphasizes a painterly feel has been pushed to the sidelines in favor of cheaper, faster technological methods, and in doing so, a lack of appreciation and understanding of the visual arts has developed. Using a framework based on the study of semiotics, I decided to hand-render promotional items for an unconventional fashion brand that would normally use digital media to create these products. The purpose of this was to demonstrate the power traditional artistic media has to influence viewers, be distinctive and as well adapt to the aesthetic of any brand. Its charming imperfections that can only be created through a human touch establish a personal and subjective connection with the viewer, in comparison to the mechanical and impersonal aesthetic that results from the use of modern digital renderings that stress the elimination of visible brushstrokes.
Through illustrations inspired by the works of the Impressionists and the Fauvists, for their embrace of pronounced brushstrokes and impasto techniques, abstract shapes, and vibrant colours, I interpreted a lookbook and ad campaign for Hussein Chalayan's Spring 2014 collection. Both promotional materials were completed using india ink and acrylic paint, and combined with text in Photoshop to further emphasize the possibilities of traditional drawing and painting styles. Traditional fashion illustration is fully capable to stay relevant over time, and adapt to the changing landscape of the fashion industry.
Hussein Chalayan Spring Summer 2014 Lookbook
Hussein Chalayan Spring Summer 2014 Ad Campaign
Hussein Chalayan Spring Summer 2014 Ad Campaign