This advertising campaign reflects how you wear it, not who’s wearing it. The type treatment was established by each photograph. Each photograph was traced to identify the most prominent angles of the model's body in the pose. Then, the type was arranged to follow that one path. This decision emphasizes the brand's goal to create clothes that, not only fit different body sizes but also fit and highlight your structure.
It's all about how you wear it • A fresh approach
The type treatment is fun and playful, a refreshing contrast to serious photographs and poses; it brings life and energy to each ad. The reason for the uneven spacing between the words and letters is to reflect the ever-adjusting principles and continuous change of the brand.