- Agency: International Magic
- Client: State of Fashion Biennale 2026
- Category: Print Design — Fashion
- Location: Glasgow, United Kingdom
- Project Brief: Create a print identity for the 2026 State of Fashion Biennale that reinterprets the visual language of shipping, inventory systems, and fashion logistics into a thought-provoking campaign across print and exhibition materials.
Fashion print for a biennale tends to reach for gloss and runway polish. State of Fashion Biennale 2026 goes the other way, pulling its whole identity from shipping labels, stock codes, and warehouse logistics to expose the machinery behind the clothes.
The system runs on the visual language of the supply chain, all checkerboard scan borders, barcode stickers, and "Available to Promise" stamped like an inventory status. Those codes are ones most people read past without noticing, and the campaign drags them into public view.
The posters pair that logistics grammar with unsettling imagery, caterpillars over a green gown under "Luxury Apparel," starfish specimens tagged "Last Season." The tension between slick retail language and raw biological matter is the argument, made without a paragraph of explanation.
International Magic spread the identity across flags, banners, hanging fabric, and street frames, each carrying the same scan-label motif and acid-green flagging. The consistency turns a fragmented festival into one legible signal, and it asks the viewer to notice a code they already read fluently without knowing it.
