Paramount Apparel is a leader in providing fun and fresh styles. Every year, the company attends the MAGIC convention, which is a gathering of representatives for all major apparel brands. I designed the accompanying brochures that Paramount would use to express the trends they expected to bring to market in the following seasons. This project required photo direction, product selection, and a keen sense of the tone Paramount Apparel wished to convey.
Rock and roll lifestyle
This catalog was created to emphasize the lively and exuberant culture of the indie rock scene. It was intended to emulate the letterpress posters that would hang on the walls of grungy nightclubs and beer-soaked venues.
Due to the very nature of the fashion industry, corresponding design must live within the moment. At the time of print, each of these pieces matched the contemporary flair of the industry and the specific products that Paramount intended to bring to the market.
An unexpected format
The items within this piece reflected a turn towards unconventional style, and I felt that a physical structure could reflect that. A quarter-fold was used which caught the readers off guard and the unfolded size had the benefit of drawing more attention from others on the convention floor.
