MaRaMi – The wool journey, from lookbook to presentation poster
The wool journey: from fashion design to art installation is a project initiated by MaRaMi through which authentic Romanian design is promoted. The designer of this collection and the founder of MaRaMi is Andra Clitan. She created for this project, which is based on wool, a material closely related to local traditions, a collection in which tradition intertwines with contemporary fashion. In her approach, she was accompanied by craftsmen from Maramures who preserve the traditions handed down from the elders.
The wool journey is not only about creating a collection that includes, firstly, natural materials, but also about documenting the entire wool processing process. This journey of the material was captured through an art installation presented at the exhibition in October.
Toud was a partner in this project, building the design for the promotional materials: a poster, invitations, stands, lookbook. For all the materials, we created layouts in line with the visual brand identity of the artist. For the lookbook, we adapted a layout used in the past for collections presented at international fashion events, in order to have coherence and make the brand recognizable to people who have already interacted with it.
Among the communication materials created are also the 2 invitations, one for the opening of the exhibition and one for the conference Sustainable fashion, smart textiles and traditions in contemporary fashion design. We chose a simple design in which we highlighted the idea of the project through a picture of a whirlwind. Also, from the layout of the invitation, we declined the one for the poster for the opening and the conference.
For the descriptions on the stands, we chose a simple layout in which, in addition to the text dedicated to each object in the exhibition, we put the two logos, MaRaMi and the Administration of the National Cultural Fund, the co-financier of the project. We also used symbols that appear in the lookbook, the x’s inspired by traditional Romanian models, which can also be found in the MaRaMi logo.
We, Toud, believe that in the past we can find immense cultural wealth and that all these identifiable elements, from clothing to those related to experiences and behavior, can constitute a precious substance for new creations. Furthermore, we are extremely happy to be able to participate in projects like the Wool Journey because we feel that we are carrying forward all the wealth accumulated in the thousands of years in which people lived, worked, enjoyed, and looked at the sky with gratitude and hope in these lands.