«Cuckoo Flight. Out of it? Awesome!» — a board game inspired by Ken Kesey’s novel, One Flew Over the Cuckoo’s Nest.
In the original project, I was drawn to the aesthetics of a psychiatric facility, the character archetypes, and the idea of transgressing the norm. For the new project, I decided to translate these elements into clothing, transforming them into the visual language foundation of the brand «DIVISION NO. 0.»
DESCRIPTION
DIVISION NO. 0 — a conceptual clothing brand inspired by the aesthetics of closed institutions, art punk, and naive art.
Underground fashion campaign. A pale model with a rebellious gaze in a sterile hospital setting. Avant-garde deconstructed tailoring: contrasting patterns, raw stitching, warning tape details, and creepy hand-drawn patches. Clashing colors: clinical blue, deep burgundy, and toxic yellow. Gritty, anti-fashion vibe, art brut, harsh flash photography, cinematic.
Reimagining hospital uniforms and everyday apparel, the brand merges deconstruction, hand-drawn graphics, unconventional patches, and intentional nonchalance.
Apparel for those who refuse to conform. Because sometimes, not being what you are supposed to be is the ultimate way to stay true to yourself.
IDENTITITY
Grunge stamp logo with the text «DEPARTMENT NO. 0», bold black typography within a rectangular frame, distressed texture, red paint splatters, vintage paper background, minimalist.
BEARERS
Mood board of edgy fashion keychains scattered on a concrete wall. Underground psychiatric clinic aesthetic. Objects made of blood-red leather, pale mint fabric, and clinical acrylic. Visible stitches, safety pins, and chaotic handwritten notes. Cold natural lighting, mysterious and rebellious vibe, photorealistic.
Macro product photography. A keychain lying on a light green ceramic tiled surface with dark grout lines. The keychain features a thick burgundy leather strap attached to a metal carabiner, an old vintage metal key, a translucent mint-green pill capsule charm, and a brushed silver dog tag. The tag has black stamped text reading «DEPARTMENT NO. 0» and «00/00». Dramatic lighting, deep shadows, highly detailed textures, clinical art brut aesthetic.
Distressed beige canvas tote bag with a red «DEPARTMENT NO. 0» stamp and marker scribbles on the pocket. Yellow caution tape on the handle, blood splatters. Standing on a metal surgical table in a white tiled hospital room. Clinical aesthetic, realistic textures, cinematic light.
Black distressed baseball cap on a concrete block. Front fabric patch with «DEPARTMENT NO. 0» text and red stamp effect. Yellow visible stitching on the frayed brim, safety pin detail on the side. Hard sunlight, brutalist background, product shot, photorealistic.
PRODUCT
Edgy fashion editorial. Model walking fast down a dark concrete hallway. Wearing a deconstructed pinstripe jacket with mint green lapels, frayed edges, and colorful patchwork, paired with a scribbled white shirt. Grunge, clinical, dynamic pose, harsh lighting, cinematic.
Macro shot of a raw linen shirt with a torn collar. A messy, hand-drawn tie sketch in blue ink on the fabric, fastened with a metal safety pin. Visible fabric texture, clinical avant-garde style, soft focus background.
Flat lay of a distressed beige t-shirt adorned with chaotic black marker drawings, handwritten text, and esoteric symbols. It is surrounded by a ruler, gloves, a marker, and a brush on a wooden desk. Art brut fashion, clinical aesthetic, highly detailed fabric texture, studio lighting.
