Fabler · A fashion brand for outcasts
Fabler is an urban and conscious clothing brand. They launch small, exclusive collections available only at their pop-up stores, each one set in a different corner of the world.
Fields
Branding
Naming
Art Direction
Photography
YEAR
Fabler does not have a permanent shop, but travel the globe in search of the most stunning landscapes and the most inspiring people. City wanderers. Collaborations with local artists and respect for nature.
Like true nomads, they gather the unique stories of every place we visit. D inspiration from its land, its geology, its magic, and its myths. All so they can come together with their community and share their adventures around the campfire.
results
Fashion communication across all formats
Designing a brand in today's era means accounting for details on every touchpoint. From the conventional (a website, posters or packaging) to the unexpected (exclusive and handwritten invitations or physical and stitched photobooks).
I also illustrated a set of stones for each pop-up store, using analog techniques to elevate the brand and make each pop-up and location instantly recognizable.
One of the most iconic parts of this project was the art direction of the photography. I had a very clear idea in mind of how I wanted the vibe and editing to feel. But, with less than two weeks of time and no budget, I had to come up with something.
In the end, my friend Wenai and I asked another friend, Ale, to come with us and take a very long walk around the Huerta Nord, in Valencia. That, the beautiful sunset colors and Wenai's beloved Fuji was all we needed to get the most out of the project. Really curious how you can sometimes make a vision come true despite the inconveniences
As a whole, I think what made this project took off were actually the illustrations. I had even more, for one of the pop-up collections, but are discarded since the details were just not enough for Fabler.
What I take with me is how much thought comes behind every fashion brand. You can literally design every single step of the sales process (and even later), so it was a joy to get to do that with the vision I had of Fabler from start to finish.
I was very surprised to see of how quickly the project got recognized online. In just two days it got a Behance main gallery feature.
Shooting day!
