democracYDEmocracy - Ten Years of Freedom
The Young Designers Emporium is a South African fashion brand that gives young designers the chance to bring their goods to market in a cooperative retail environment. The retail year is split into two seasons and two sales with intermittent brand-building activities. Communication was characterised by dramatic use of window displays that engaged the market in the most direct environment.
The Task
South Africa was about to celebrate a decade of democracy and YDE wanted to acknowledge it.
The Solution
The very process by which YDE allocates rail-space to designers is analogous to the democratic process. The consumers 'vote' with their wallets and the 'elected' designers get more space to represent their ranges. That's a bit of a mouthful to put in a window, though, so we created this:
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