Labels
Fashion
Designing for Disruption: A Visual Thesis on Modern Identity.
This Goes With is a bi-annual pop-up in Mumbai that curates a selection of independent fashion and lifestyle brands. Known for its keen eye for emerging talent, the platform has a proven track record of featuring designers who later achieve significant industry recognition. By its third edition, the founder, Anushi, wanted to move beyond simple retail curation. The goal was to develop a narrative-driven identity that could reflect a deeper understanding of fashion's role in contemporary self-expression. The central question was: How do we create a brand that embodies the idea of fluid, modern identity? The Challenge The core challenge was to disrupt the conventional retail experience, which often reduces clothing to a simple commodity. We identified that modern identity is not fixed but a dynamic collage of choices. The task was to translate this insight into a physical and visual experience that functioned as a "laboratory for self-presentation." We needed to reframe fashion not as a product to be bought, but as an active tool for exploring one's selfhood.
The Strategy Our approach was built on the concept of designing for disruption. The visual program was centered on AI-generated imagery that blurred the line between fashion photography and surreal allegory. These "visual hypotheses" were intentionally designed to feel a step off, prompting visitors to question which aspects of identity are real, borrowed, or invented. The event was renamed "Labels" to reflect the central thesis that fashion defines us through a kaleidoscope of identities, not just one. The logo itself became a visual thesis: each character was set in a different typeface and weight, making inconsistency the core idea rather than a flaw.
The Final Output The final output was a fully integrated identity and spatial experience. The word mark embodied this idea, with intentionally irregular characters, creating a logo that performed its concept and visually staged identity as ever-evolving. The pop-up was organized into nine distinct categories, each with its own "visual anthem" expressed through bold AI imagery. The result was a space where fashion became a live experiment in self-expression, inviting visitors to reconsider how they present themselves to the world.
