The COVID-19 pandemic and the many changes it brought have been incredibly difficult for people to cope with. Many are facing social isolation, some have lost their jobs, and others have even lost loved ones. About a century ago, the world was facing problems reminiscent of our present circumstances.

The Dada art movement formed as a reaction to the horrors of the First World War and the devastation of the Spanish Flu pandemic. The art, poetry, and performances of Dada artists were nonsensical, serving as a distraction, release, and commentary on the world.

The name was chosen to convey the Dadaist movement as a source of inspiration for the brand. The weirdness of the term, it’s short word-length, and potential for name recognition made it the perfect choice for the fashion brand. Akin to the unexpected and absurd nature of the Dada movement and parallel intention of the brand, the logo is made of variable and unfixed sans-serif characters of interchanging weights and widths.

The two-letter repetition allows the character styles to change significantly while maintaining logo recognition. The versatility of the logo lends itself to applications in web and advertising content, packaging, labels, and even runway show stage design. The logo was animated to showcase the avant-garde qualities of the brand identity through the fluidity and distortion of the logo characters as they move in unison with dramatic sound.

Fashion sketches were generated to complement and explore the brand and big picture thoroughly. The utilized sketches were chosen to showcase a non-limiting variety of approaches and styles. In one of the designs, the model wears upside-down and split jeans as a top with thigh-high denim boots that appear to be an additional pair of jeans with the top portion cut off. In another, the model wears a dress with a rotated blackletter ‘D’ covering her chest and straps that wrap around and hang behind that form the character ‘A’.

These sketches were then transformed into photo-realistic compositions, only using Photoshop and altered images of models from designers like Dion Lee to realistically render the custom designs.