'SEAMS UNDONE' is a fictional fansite that takes a critical and reflective look at fashion and its sub-genres. The focus is not on current trends, but on backgrounds, disruptions, social contexts and aesthetic strategies - from avantgarde to streetwear and fast fashion.
The site focuses on fashion as a means of cultural expression, consumer object and social statement - always with a scrutinising look at the mechanisms of the fashion industry. Short, concise texts on various styles form the core content of the site.
The design of 'SEAMS UNDONE' visually picks up on the contrasts of the fashion world: bright colours vs. clear typography, digital aesthetics vs. analogue-looking design elements (e.g. pop-up windows, browser UI). The design is deliberately minimalist, almost brutalist, and leaves plenty of room for the content to unfold.
A special focus was placed on the responsive layout, which was optimised for desktop, tablet and smartphone. The screens show how navigation and content adapt intuitively to different screen sizes without losing any of their character.
'SEAMS UNDONE' sees itself as a visual and content-related experiment - a place where fashion is not only shown, but also contextualised, quoted and criticised.
