Gracing London’s Cork Street, the Royal Academy of Art’s fashion show All At Once sought to flip the conventions of a traditional catwalk on its head, exhibiting the latest avant-garde clothing from the historical institution.
Completely reimagining the format and formality of typical fashion performances, the configuration of the show was not in the separated perspectives of catwalk and audience but in fact in the combination of the two. Laid out in a gridded system, the models performed choreographed movements, interacting alongside the public around them who stood on the same level.
Channeling the unconventional and courageously peculiar format of the performance, our identity design for the show played into this subversion, challenging the expected visual styles associated with fashion. This manifested in a bespoke headline typeface, the gothic and condensed construction of which generated a dramatic, unsettling tension of typographic form – creating moments of idiosyncratic and purposeful graphic unrest across the show’s brand, signage, wayfinding and catalogue.
