ANTITUDE is a brand born for my final year project in Temasek Poly for my Apparel Design and Merchandising diploma. This project was a collaboration with my classmate, Jasmine Ng. We were given about 4 months to work on both the design and the branding for our project.
About the brand :
“No human face is exactly the same in its lines on each side, no leaf perfect in its lobes, and no branch in its symmetry. All admit irregularity as they imply change; and to banish imperfection is to destroy expression, to check exertion, to paralyze vitality.” – John Ruskin.
With the overwhelming production of fashion in Singapore that is conventional and sound, ANTITUDE is the voice of fashion lovers who dares to be bold and fashion-forward.
ANTITUDE a non-mainstream fashion label that offers asymmetrical casual wear. Central to our core values is our belief in the beauty of dissymmetry, which is also the foundation of our designs. We are a rebellious duo who goes against what is conventional with a sense of pride and grace; we embrace contrary, imbalance and difference.
Besides creating silhouettes and designs that opposes traditions, we translate our passion for transitional illustrations and graphic designs on our garments as textile prints, offering the topmost exclusivity to our customers.
Our brand’s tagline - Undefined Contrary – has its roots in the Taoist concept of Yin Yang. The opposing forces, seemingly opposite, in actual fact complements each other flawlessly. There is no clear definition in the play of asymmetry, which reflects ANTITUDE’s ever-changing look and feel from one collection to another.
Join in and rebel in grace with us.
Partnering Fashion Designer - Jasmine Ng
Art director and designer - Ivy Huang
Photographer/DI - Jimmy Tan
MUA - Xinyi Soh
Fashion Design, Art Directing, Videography, Branding