sagmeister & walsh develop new visual identity for NYC fashion label milly

NYC based studio sagmeister & walsh, has completed a new visual identity for edgy clothing label milly. the store which is known for its elective mix between retro and vintage, invited the design firm to reinterpret it’s distinct style. the rebrand consists of over 400 images and animations that use the body as a contemporary canvas, to create playful fictional scenarios. unzipped layers of skin reveal floral arrangements under the surface, a female figure exhales scarlet red smoke from a dynamite, and a blue velvet tie is sliced up to form a tasty treat.

the random nature of these sketches, are combined with milly‘s logo, which has been used to showcase different attitudes. jessica walsh, art director and designer at sagmeister & walsh, explains that ‘whether the logo grows flowers, freezes over in ice, or is painted onto a woman’s body; each application tells a new story which can evolve as the clothes in each season do.’ the rebrand is combined with an exiting social media campaign that follows a similar spirit to the in-store identity, presenting a series of mischievous assemblages, using vintage objects and contemporary accessories. 

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