Virtue

Exhibition design
Art direction
Identity design with Jess Kneebone
Publication design
Copywriting

Part pop-up store, part luxury fashion collection preview, Virtue—Communication design, commerce and consumption: selling protest to the people was an exhibition presented by RMIT Master of Communication Design students in May 2017.
        Examining the intersection of the disciplines of fashion design and communication design, the project exposes the elaborate structures and formulas the fashion industry has constructed to deliver its messages to consumers—from traditional branding to the seasonal collection and its accompanying lookbook, from the designed spaces of the concept or pop-up store, to the cultivation of demand and desire through scarcity driving the high turn-over of limited-edition collaboration products.
       Inspired by the exorbitantly priced ‘We should all be feminists’ T-shirt shown in Maria Grazia Chiuri’s Spring/Summer 2017 collection for Dior—the debut collection of the first female Creative Director in the fashion house’s seventy-year history—Virtue seeks to interrogate the commodification of protest by proposing a fictitious high-end fashion label, appropriating the imagery and language of political and social activism in the speculative Spring/Summer 2017 Activist Collection.