Brand Identity As Source Code

Hacking Couture treats fashion elements such as logos and fabric choices as codes to derive new and evolving fashion aesthetics.

Lisa Baldini
Lisa Baldini on July 23, 2010.

Simply put, brand identity, especially for fashion labels, often hinges on a few key signifiers. Media practitioner Charlotte Gaspard of C.Spot Design seeks to open source fashion brand identity by treating these signifiers as code, which include logos as much as fabric choices. Seeking to create new fashion objects out of the code, Gaspard holds workshops that operate as practical research with very clear mission:

Hacking Couture’s ongoing research and documentation focuses on the documentation of the design code of established identities in order to derive new and evolving fashion aesthetics, serving also as a platform for 
self-expression and nest for new ideas.

Her recent hacks have included Chanel, YSL, and Polo. As we’ve recently reported about how brand identity through copyrights have made it hard for artists to enact interventions of brand identity because of their misunderstanding of meme currency. Again, Gaspard’s project speaks to how brand’s should see their position as cultural materials. That is, the fake and remixes are as much aura builders as the brand themselves; these situations offer more intimate relationships between audience and objects.

Gaspard recently held her workshop at Eyebeam.

OPEN SOURCE FASHION:  fashion for the masses by the masses

[Via: Eyebeam]

TOPICS: Arts & Culture, Design & Architecture, Fashion, Web & Technology
Lisa Baldini

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Lisa Baldini is a regular contributor to As a student of Graham Harwood, Luciana Parisi, and Matthew Fuller, Lisa's interest in technology lies in how culture is changed from the bottom up through history, materiality, databases, user experience, and affective computing. A student of social media marketing, she sees how people try to engage consumers through technology and how much failure is at hand by misunderstanding the medium. A teacher at heart, she writes and curates in an effort to link the knowledge derived between the academic, art, and business worlds.