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.
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.