The close artistic partnership between two people is highly bonded – the graphic designer and the fashion designer. The immediacy of this intimate relationship provides a great benefit for business innovation. It is also extremely important to go beyond surface decoration because fashion designers aren't willing to settle for a plain font; they want a concept that will add to their brand's narrative. There is a heightened visual perception that requires satisfaction. The fashion audience is often expecting something fresh and surprising, from the fashion designer to the graphic contact, otherwise the message is vague otherwise ambiguous.
The economy has put a new degree of stringency on the sector, which is not shocking and seems to draw more creative ideas from it. While the size of some projects has undoubtedly been scaled down, there remains the challenge of making the most of what is still available.
With each season, fashion show invitations cards, as you have probably noticed receiving those from Rick Owens, Alexander Wang or Yohji Yamamoto, are becoming more competitive in the war of brands. 'Mode gives you a certain creative freedom-you can experiment, play, have fun. Fashion constantly changes, so you can dare-you don't always have to be "right," say Antoine + Manuel, the graphic designers.
Thomas Phinney, senior product manager for fonts and typography at Extensis, often compares typography to fashion or furniture. “With rare functional exceptions, the world doesn’t ‘need’ new clothing or furniture designs, but people want to look different, evoke a particular feeling or fit with a particular ‘look’”. Typography like the other brand elements can evoke particular feelings or reactions with the consumer.
Fashion is a high-impact, fast-paced industry that demands an aspirational visual message and requires constant reinvention. Graphic design for fashion must represent the core values of the brand while pushing boundaries and expectations.