Lookbook

The Unfinished Business campaign is a reference to Memphis Rap in the 80s, pioneer of the trap music that led to a Gothic Luxury representation 

AFAP has a work which need to be done, this work is to demonstrate a  determined mindset and audacity with a particular aesthetic and actions to take a step forward in the field of apparel.

For this edition, a particular attention was dedicated to heavyweight fabrics, originality by doubling parts and unique pieces from second hand.

In term of graphic, we combined minimalistic gothic font with large splash design and wide text font to illustrate our statement.

The job is also to show people a different approach of creativity from independent brand/small business and to make realise that its more valuable for yourself to have pieces than clothes. 

The Unfinished Business is as well a targeted critic of the fast fashion labels

Means that people should coop quality over quantity, practical garment and workwear.