The Tokyo Edit

The slash—it’s what’s left out that makes the branding for this startup fashion retailer appealing.

For an online retailer bringing some of the best Japanese fashion to Australia, we developed an identity that targets a sophisticated fashion market and explores cross-cultural references. The identity needed enough strength of character to hold its own but also complement the unique brand stories from the Japanese fashion houses. Japanese typography and pattern making are referenced in a contemporary way without falling into obvious pastiche.