AUGIE is a Mongolian fashion house embracing simplicity for a slow life. The label practices conscious design that is based on instinct, meditation, observation and minimalism.
Formerly known as Augie Studio, the title was shortened to AUGIE to bring more attention to the founding designer's name. A new lettermark was created to firmly position the brand as a house of conscious and artisanal refinement. Bold, sharp edges are juxtaposed with curvilinear forms that further casual sophistication.
The Autumn/Winter 2019 collection was inspired by the oversized blazers of the 80s as well as artistic comfortability. AUGIE crafted a subtle yet powerful collection comprised of polished blazers along with sophisticated culottes and graphic tees commemorating Frida Kahlo. With this in mind, we set out to capture the pieces in their purest form — bringing attention to the refined yet graphic nature of the collection.
The layout for the AW19 campaign features cropped detail shots from the photoshoot, putting the craft front and center. The mark and footer elements help to further frame the imagery. Black and white creates a classic, minimal as well as timeless aesthetic that does not distract from the pieces.
A purified design style brings attention to the mission of instinctive and meditative design. The AUGIE Instagram acts as a portfolio and inspiration board of the designer. Here, the designer shares their newest work and activity as well as the work of other artists that inspire them. The AW19 campaign is also promoted in the Story.
Director/Designer/Photographer: Mark Baker-Sanchez
Model: Nessa Morgan