Spring/Summer fuses artist book, fashion lookbook and commercial product catalogue which collates the entire works of artist-led pseudo brand Yokollection, founded by Francesca Nobilucci and Alexa Hare.
Yokollection’s work is inspired by multimedia artist Yoko Ono with underlying commentary on art and commercialism.
With the creative direction we wanted to highlight the strangeness of consumerism and our shared discomfort in artwork being reduced to a saleable commodity.
All artworks were photographed as staged catalogue products. Disordered poetry written by Stefano Calligaro and artwork captions become product descriptions in the interplay between mass-produced products and original artworks.
The primary font throughout is Century Schoolbook Monospace which helps create the impression of cold matter-of-fact information, in contrast to the strangeness of the words themselves.
As Spring/Summer collates all of Yokollection’s work in one place, we also wanted to create an archival feel which Century Schoolbook Mono works perfectly to convey.