Routine Vietnam, Activewear SS/23, Routine Sportwear Collection
Routine Vietnam, Activewear SS/23, Routine Sportwear Collection
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Branding and Art direction for Activewear Collection SS23, a sportwear collection by Routine Vietnam in 2023.
Company: Routine Vietnam
Sector: Commercial Fashion
Published: 2023
Overview
Routine's Activewear Collection for the 2023, embracing the message "wear active, live active." This marks Routine's debut into activewear, focusing on a vibrant image and design to represent the collection.
As the Art Director for both the photoshoot and graphic design aspects, I ensured the cohesive visual representation of the collection.
The Photoshoot
The photoshoot captures the essence of an active lifestyle against vibrant backdrops of urban landscapes and natural scenery. Models exude confidence and vitality as they engage in various activities, showcasing the versatility and performance of the activewear.
Graphic Design
For the graphic design aspect, we focused on dynamic typography and energetic color schemes to complement the collection's theme. Bold and italic fonts evoke a sense of movement and vitality, reinforcing the message of living an active life.
We incorporated the energetic orange color to further enhance the visual appeal and energy of the designs.
Project Team
ART DIRECTOR: TRAN HUYNH
PROJECT LEADER: TRAN HUYNH
PHOTOGRAPHER: NHUT QUANG LE, NGUYEN TRAN
RETOUCHER: NGUYEN MINH THAM
STYLIST: TRUNG JUN
PLANNER & ADMIN: LYNH NGUYEN
CLOTHING & ACCESSORIES: ROUTINE VIETNAM