You want something to look really good? Just add type. This is what Veronika Licakova did to add some “visual magic” to Lenka Srsnova fashion editorial for Emma fashion magazine.
I have no clue about fashion. If I like that piece of clothing, I would maybe get it. More or less, the same thing goes for fashion photography, with a small exception. This fashion editorial for Emma magazine is that exception.
The playful typography in the background of each model just got my attention. It was the perfect combination. The clothing and the expression of the model where completed by the font choice and the layout design. Nothing is out of sink, everything just works well together.
To find out more about the project and the steps taken in its creation, I approached Veronika Licakova, the designer responsible for the layout design.
Veronika has worked as a tv broadcast designer for the past 8 years and moved last year to New York to work on on her own start up. You can see more of her work right over here.
Who si Lenka Srsnova and what was the idea behind the project?
Lenka Srsnova is a very bold and talented fashion designer that completely lacks fear of colors and patterns. In fact, her clothes are very graphical. Fashion photographer Branislav Simoncik, who made the photos of the new collection for Emma fashion magazine, called and showed me the photos. He asked if I would be able to push the editorial photos further and add some graphical treatment. Lenka’s clothes are really playful so he wanted the editorial to look as good.
Why the need to add typography to these pictures? What do they bring to the message?
There was no special brief or assignment for the project. Basically, just do something nice with it. When I saw the photos color and style, it just came to me what kind of playful typography I would like to see in it.
It was one of those rare projects that took me literally just a few seconds to figure out, as the source of the source of this instant inspiration was provided by the clothing presented in each photo.
Why this font choice? Why not go with something more “stylish”? (vogue’s bodoni, for example?)
When it came the type choice, everything just came together. It was a really natural process for the graphic layout as there was no need to play with the background and suppress the clothing. I combined two fonts that I thought that they would fit into Lenka’s visual language. If Didot or Bodoni are fonts for elegant high end fashion editorials and brands, this is the equivalent type for the new and fresh Lenka Srsnova visual world.
What was the client’s feedback ?
In this case the client was the photographer working for fashion magazine and basically gave me free hand, to do whatever I want. I think they were pleased about the final result and had no objections. That’s the type of collaboration every designer likes and deserves. Do whatever you like.