Aalto Spring/Summer 2018 Collection AFTER NATURE
“Our responsibility to our planet has never been greater, and neither has our power to change it. “It is AALTO’s belief, this change will be positive and through education and awareness-raising efforts, the new generation can learn to cherish and care for the planet they inhabit.
In parallel to the terrestrial reality we live in today, we have created a second universe, the digitized version of everyday life.
For ss18, AALTO entrusted Matts Bjolin, Antti Kekki and Taru Happonen of the Finnish collective GRMXXI with the challenge of thumbing their noses at advertising and modern graphic design by creating faux logos to decorate the collection.
The reworked logos convey liberal values such as acceptance of differences, minorities and diversity.
After Nature, Fun, Bye Bye Baby, play play play, Http, grl powa 4ever, Equal Virtuality and Flowers of Tolerance are among the logos placed, more or less discreetly, in the form of prints, labels, plastic patches and stickers on pool shoes, knitted sweaters and overalls. The essence is pleasure and its lack of immaterial importance. ”
(photo credit: Guillaume Roujas)
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