CONTEMPT, Lookbook and ad campaign for ZHETTOVA

Published: 21 Aug 2019
Category: Branding
CONTEMPT, Lookbook and  ad campaign for ZHETTOVA

CONTEMPT is a design studio by Robertus Alexander (RA), a creative director, and is based in Jakarta. Alexander talked about how he get involved in the project for the women's ready-to-wear brand “ZHETTOVA”, which is also based in Jakarta, and the visual representation of the brand.

NE:
Can you tell us about Contempt?
RA:

CONTEMPT is a Jakarta based design studio led by Robertus Alexander. Our work revolves around brand identity, editorial, and web design. It’s pretty nice here in Jakarta.

NE:
Can you tell us about ZHETTOVA?
RA:

ZHETTOVA Studio is a medium of self-expression; a contemporary women's ready-to-wear brand aimed to push the boundaries of fashion by redefining the essence of daily wear.

CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
NE:
How did you get involved in the project?
RA:

The founder, Carissa Vicky, was a college friend of mine. We shared pretty much the same interests in design, art, and fashion. We thought that our work could complement each other, so this project was more of a collaboration.

NE:
What were your responsibilities for this project?
RA:

We were asked to create a lookbook and ad campaign for each collection. Photography was done by photographer Thomas Sito, and the founder herself always did the styling.

CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
We wanted the images to speak by themselves.
NE:
Tell us more about the concept and strategic aims behind the brand’s visual representation.
RA:

We wanted the images to speak by themselves by not incorporating too many elements. Our idea was to make it feel like a scrapbook, but in grids. The images had to be placed in the most interesting ways: blown-up, rotated, etc. ZHETTOVA is all about the details, so we wanted to focus on this. For each collection, one bold color is chosen to represent the pieces: orange for SS18, blue for Prefall 18.

NE:
What typeface did you use? Why did you select that typeface?
RA:

We used Surt by Blaze Type, one of our favorite type foundries. It was around Christmas and they gave us discount coupons. Surt was the perfect typeface for this project; it looked neat, structural, but it has pretty curves here and there. Also, the alternates! Those are fire.

Surt Bold was used for the lookbook preface. We just wanted to make it big, make it bold. Small body texts and descriptions were set in Surt Light to give it a balance.

CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
CONTEMPT, Jakarta based design studio. Lookbook and  ad campaign for ZHETTOVA.
All images © CONTEMPT