Contributed by Jacek Walesiak of Warsaw-based UVMW.
Art & Fashion Festival by Grażyna Kulczyk (AFF) is one of the most important fashion events in Poland. It has taken place every year since 2007, with each edition oscillating around various aspects of fashion, and each aspect influencing the graphical communication of the festival.
The seventh edition of AFF by Grażyna Kulczyk presented fashion and art as the industry.
“We introduce the industrial aspect of fashion and art as a value, as the image of reality we currently live in, in the second decade of the 21st century. It goes far beyond the industry that’s brought to mind by the 18th century’s industrial revolution and also includes the creative sectors of everyday life.
“We introduce it as a sign of natural selection in which the demand (generated by receivers) verifies what appears on the market, survives and has the chance to end up in their hands. We understand the industry as a peculiar organism, a system of vessels, regulating itself, in which the individual elements activate and depend on themselves through their rivalry.”
— BASIA METELSKA, FESTIVAL CURATOR
Our intention was to create a visual identity that would be very industrial through its colours and forms, yet still connected to fashion and art. We produced several concepts before inviting one of the most famous illustrators in the world (related to the fashion industry) — Magda Antoniuk. She has previously worked for Wallpaper, Vogue, and Gucci. Creating very refined, visually strong illustrations, she became the perfect person to draw for AFF Seven.
The shape of the sign itself (above) refers to the identity of Stary Browar (organiser of the festival), designed by us a couple of years earlier (below).
Every single event arranged in Stary Browar’s interiors perfectly aligns with the centre’s communication — cohesion is an overriding value.
The work as a whole lasted a couple of months, with the festival itself being prepared long before that, owing to the still growing number of people committed to the project. AFF, because of its commitment, attracts fashion authorities from all over the world. This year’s distinguished guests were: Andrew Bolton (creator of Alexander McQueen: Savage Beauty exhibition) and Scott Schuman (The Sartorialist) among others.
Creative directors: Jacek Walesiak, Robert Mendel
Designer: Natalia Stachura
Illustrator: Magda Antoniuk
View more identity designs on the UVMW website.