This contrast is structured through a system of reinterpreted Dagestani ornamental motifs. Extracted from traditional patterns and simplified into modular elements, they form a flexible visual language that can be applied across different formats and scales.
The result is an identity that translates cultural codes into a contemporary fashion context, making the brand relevant for both local and wider audiences.
The result is an identity that translates cultural codes into a contemporary fashion context, making the brand relevant for both local and wider audiences.
Others is a Dagestani clothing brand working within the modest fashion segment. The task was to reposition the brand as contemporary while preserving its cultural specificity.
The identity is built on a tension between heritage and modernity. Archival imagery is paired with contemporary fashion photography, creating a visual dialogue between past and present.
The identity is built on a tension between heritage and modernity. Archival imagery is paired with contemporary fashion photography, creating a visual dialogue between past and present.
Others Concept Store Identity