German Garb®

Fashion is communication — Taste is relative. Clothing – like many consumer goods – isn’t always judged and appreciated for its quality but more often for its context. For the bachelorthesis »German Garb« an average hip fashion brand is built only to promote a carefully selected collection of particulary awful flea-market-clothing in order to investigate the influence of promotion on the consumers taste.

Photography, graphic design, film and branding mechanisms are used to manipulate the consumers 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.