JSMNLAM.STUDIO

Dont’Look is a circus-inspired unisex collection that portrays dark and quirky feel along with Chinese aesthetics. The idea is to create something that is beautiful and terrifying at the same time and bring a message to the viewer that it is all about their perspectives whether something looks good to them or not. Taking terrifying images from an original photoshoot and transforming them into digital prints with a kaleidoscope effect, the designer purposely attempting to shock the viewer with perceptual illusion. She named the collection “Don’tLook” to interact with the viewers with reverse psychology, which people often do the exact opposite of what they are told. The use of prints is a highlight of the collection. There are also a lot of textures and volume in the garments throughout the collection, including the use of box pleats and ruffles, laminated film bonded onto the printed fabric, along with a variation of print designs in different sizes and placement. The silhouettes are oversized and asymmetrical, with big sleeves, drop shoulders and armholes, with a lazy and relaxed fit. The target customer is someone who’s age 25-35, unisex/ genderless.