AND ASSOCIATES look to the art of performance for the concept and direction of Proper Dirty FW22

Proper Dirty is a unisex label aiming to express the art of playwriting and theatrics by merging personal narratives with modern silhouettes. Designed for everyone, it swerves away from the dominant culture labels of masculinity or femininity. International studio AND ASSOCIATES worked alongside the brand, helping to devise and execute their FW22 collection titled ‘A Butterfly Dream;’ from the initial concept all the way through to the graphics and prints.

Many of the design elements draw from theatre aesthetics. The typographic direction, for example, is inspired by Founder & Creative Director Ashkan Alaie’s background and roots in the industry. When creating the split custom wordmark – designed to be separated for a diptych usage of application – the team looked to the Odeon in West Vancouver. The choice of Franklin Gothic as the primary typeface was influenced by traditional messaging boards seen outside theatres, whilst Production Type’s Sainté Colombe completes the typographic system with its “expressive nature, like music, an irreplaceable counterpart in performative arts,” Creative Lead Ryan Maeland tells us.  

AND ASSOCIATES provided the initial concept and art direction for the collection’s campaign, whilst the execution was left with the Proper Dirty team in Vancouver. “The campaign simply follows the concept behind the collection,” Maeland explains, “it is the first part of an ongoing story that will be continually explored through every season.

AND ASSOCIATES

Proper Dirty