I was asked by Robin Kay, illustrious Canadian fashion guru, to create an identity for RE\SET Canadian Fashion, a new fashion collaboration Robin was co-developing. 

 

The RE\SET concept taps into the newer "see-now-buy-now" retail and social media fashion reality, very different from the past stodgy approach of a closed-off runway show for editors and front-row mainstays. I wanted the identity to immediately tell the story and be highly iconic, instragramable and also clever, witty.