Demna

The Demna brand captures the designer’s provocative vision and belief that high fashion should reflect reality, rather than conventional aspirations.

The Challenge (spec):

Create a brand identity for Creative Director Demna Gvasalia’s own fashion line, one that stands out in a saturated luxury market.

Concept / Key Words:

“Reflecting Reality, Redefining Couture” / Experimental, Reflective, Provocative.

Typography includes an extreme experimental logo as fluid as Demna’s designs, with the ability to take on 3D applications for seasonal narratives.

The color palette is centered in black and white, while also featuring saturated accent colors often seen in his pieces.

The initial launch campaign utilizes AI generated models to capture the brand’s forward-thinking aesthetic, while referencing the irony of AI being our current “reality”.