Anybodies
Elisava masters project:
"The fashion industry labels people. We only label our cuts. We are anybody, we are all bodies, we are Anybodies."
Anybodies is a gender-inclusive clothing brand that develops and promotes new ideas around non-normative gender expression, experimentation, and consumption.
[// Project with Lukas Abubeker & Lorenzo Binard.]
WHAT IS “ANYBODIES”?
Gender policing and limits on expression, rampant overconsumption, and environmental destruction for starters. Because of this, we thought to create a fashion brand that moves in a more holistic direction.
Our brand isn’t another capitalist outlet. It’s a place to create your own style, a place to learn about gender and consumption, and a place to party with people from all backgrounds.
These values combine and allow for a fluidity that is present from brand thinking through every expression. Sometimes we’re eccentric, and at other times reserved, but mostly we’re just Anybodies – an inclusive clothing brand that develops and promotes new ideas around non-normative gender expression, experimentation, and 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.
With our audience being an important part of the brand's essence, the chroma key green acts as a blank canvas (or green screen) on which our audience can see themselves within the brand. The audience will have the option to design their own pattern through an app, and that pattern will substitute the green that is present throughout our brand.
Our brand is "consistently inconsistent". Free visual experimentation and expression, but always tied together through the use of through chroma key green and the consistent placement and size of the logo throughout the applications; always on the bottom.
These two elements appear in every aspect of the brand.
The chroma-key can be a touch of color, or envelop the entire application. The logo always appears as a footer.
Why chroma-key green and how does it work?
We take full advantage of the chroma-key technology. Using designs made in our app, users can transform the color into their own individual expressions, much like how a green screen is used to be a canvas for imagination.
Our posters are divided into three different campaigns : the first one’s concept is a set of free-expression posters that represent our spirit, values and what we stand for. The second one play s around with some already well established brands that are gender-defined and to twist their name into something more inclusive (for example, “Vogue” becomes “Rogue”). Finally, the third one displays our clothes with some of our tactical headlines.
POSTERS
We are taking old flyers from traditionally gendered brands, and making them ours by silkscreening our event details & logo on them.
To advertise our fashion shows, we hand out clothing items with the info of the show printed on them, so that people can actually wear them to the show itself.
EVENT FLYERS
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.
EDITORIAL
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.]
AUDIOVISUAL
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.
THE APP