Kyoto
Overview
Craftsmanship. It’s what the fashion industry is built on, but rock-bottom prices and ever-changing trends have disconnected us from the artistically intensive process of designing, cutting, sewing and finishing garments. We asked ourselves—what would a truly conscious retailer look like? How can we use design to reconnect consumers with fashion that has a conscience?
Post-pandemic, the world slowed down and started asking more questions. Discussions about mission, purpose and social responsibility became more pertinent than ever. Increasingly, people are less convinced by an aesthetic end product—we want to know the ethics of what goes on behind the scenes. With this in mind, we decided to connect these modern musings with the ancient Japanese idea of Ikigai to imagine a multibrand retailer that exclusively stocks brands committed to ethics, craftsmanship and social responsibility.
The fashion industry relies on distraction. It’s overwhelmed with “buy now” messages, and dopamine-led marketing tactics. Kyoto is the antidote. Leaning into a minimalist design ethos, the purpose of the brand is to hero companies that are masters of their craft, and let them do the talking.
Resisting the standard format of sales-optimised websites, we focused on a moodboard style approach that gives the clothes the credence they deserve. Art direction was core to the brand identity—focusing on natural landscapes, spacious composition, and a human subject modelled the clothes in movement. Real craftsmanship needs little bells and whistles.
Overview
Craftsmanship. It’s what the fashion industry is built on, but rock-bottom prices and ever-changing trends have disconnected us from the artistically intensive process of designing, cutting, sewing and finishing garments. We asked ourselves—what would a truly conscious retailer look like? How can we use design to reconnect consumers with fashion that has a conscience?
Post-pandemic, the world slowed down and started asking more questions. Discussions about mission, purpose and social responsibility became more pertinent than ever. Increasingly, people are less convinced by an aesthetic end product—we want to know the ethics of what goes on behind the scenes. With this in mind, we decided to connect these modern musings with the ancient Japanese idea of Ikigai to imagine a multibrand retailer that exclusively stocks brands committed to ethics, craftsmanship and social responsibility.
The fashion industry relies on distraction. It’s overwhelmed with “buy now” messages, and dopamine-led marketing tactics. Kyoto is the antidote. Leaning into a minimalist design ethos, the purpose of the brand is to hero companies that are masters of their craft, and let them do the talking.
Resisting the standard format of sales-optimised websites, we focused on a moodboard style approach that gives the clothes the credence they deserve. Art direction was core to the brand identity—focusing on natural landscapes, spacious composition, and a human subject modelled the clothes in movement. Real craftsmanship needs little bells and whistles.
