Brief
A massive undertaking, this 60 page programme tells the story of WOW, from its 80s beginnings in Nelson to its TSB Arena extravaganza.
Approach
Working as part of Cato’s creative team, we crafted a ‘story’ for how we saw WoW and their 2017 show.
For 30 years, World of WearableArt has bewitched and beguiled. Now, for this very special anniversary event, we’re once again calling on designers, artists and creators everywhere to bring to life the worlds that live in your mind for this truly international design competition.
This notion of ‘worlds’ is what took us to the overarching concept of ‘worlds collide’, as read on the cover, and carried as the narrative throughout the programme.
Close ups of rounded garments were taken, and crafted into worlds, or planets, and served as the section headers for each competition category.
Sample image
Amassing 60+ pages, the copy inside told the story of WoW and of its most notorious creators. Curating the stories of these designers was a beautiful process, hearing from the team who drycleaned their garment the night before flying it to NZ only to have it disintegrate, but remade it in 24 hours and took out the competition. This is what the madness of creativity is all about!
Traditionally the programme acted as a catalogue for the garments, and lacked the creative flair that the competition itself is so famous for. We took the catalogue and turned it into a piece of storytelling worth prime place on the coffee table.
Elyse Robêrt 