German Garb®

Fashion is communication — Taste is relative. Clothing, as well as many other consumer goods, is perceived and judged not only on it’s quality but much more on it’s context. For my bachelorthesis »German Garb« an average hip fashion brand is built to promote a carefully selected collection of particulary awful flea-market-clothing in order to investigate the influence of promotion on the consumer’s taste.

Photography, graphic design, film and branding mechanisms are used to manipulate the consumer’s perception. Garments from the offside of taste are getting stylized to trend icons. A brand as a stage and catalyst for the aesthetic transformation of things.

Photography in collaboration with Stephan Ortmanns

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Browse through the main catalogue, brand video clips, a concept book and pictures from the »German Garb Flagshipstore« @ FH Aachen’s Diploma.