Lookbook design and art direction for Kazakhstan based fashion brand Aika Alemi. Inspired by fusion, cultural heritage and language, we drew a bespoke typeface, which then was used as the pattern for the front cover — The pattern is made from ‘Aika Alemi’ which in english translates as ‘Aika’s world’. This has been set in Kazakh and English.
Aika’s first collection is called ‘White Plenty’. To reflect this we used as little inks as possible and debossed the pattern on the front complete with ‘white’ thread to bind the lookbook.
Art Direction: RM&CO/Aika Jaxybai
Photography: Yan Ray
Model: Maria Auesbayeva