AKHROM is a fictional fashion brand exploring the concept of exclusivity in a consumerist culture. The project, modeled after a pop-up shop, aimed to imagine a utopian experience where individuality (specifically in fashion) doesn’t come with a high price. By marketing one-of-a-kind garments at surprisingly affordable prices, the brand questions the need to satisfy one’s individuality through extravagant indulgence. The project itself is a personal experiment to produce something that parodies high-end fashion brands and reflect on contemporary consumer culture. Process included: brand development, typographic experimentation, garment production, art direction, photography, fabrication, and installation.
Some typographic experimentation with fabric: