Y/Feather | Fashion Branding
Overview
Fall 2024 | As a speculative rebrand of Japanese designer Yohji Yamamoto's brand, Yohji Yamamoto Inc, I designed and branded a new sub-label called Y/Feather. Along with the brand collateral, I designed a Spring/Summer 2025 collection for the label.
Brand Thinking
The label's central pillars are simplicity, lightness, and versatility — each piece is sold in a deconstructed format, as a single piece of fabric, and can be assembled in various ways by the wearer. Y/Feather maintains Yamamoto's avant-garde quality and asymmetric silhouettes while providing a simple and light option for the warm months.
Who is y/Feather for?
Age Range
18-45
Gender Presentation
Androgynous to feminine
Income
Mid-range to high
Occupation
Creative professionals: artists, designers, performers
Environment
Urban, populated
Hobbies/Personality
Seeking simplicity, enjoys creative expression, likes to host dinner parties
Brand Elements
y/Feather Logo
Typeface & Weights
Elza, Elza Light
Elza Text
Colors
Marketing Collateral
Product Collateral
