The SS18 After Nature resort collection is influenced by the virtual world functioning as a second nature for the society—a world of consuming, advertising, brands and logos. Inspiration comes from the scattered universe of the digital.
Aalto has commissioned the GRMMXI design collective from Finland, who eschew commerciality and traditional graphic design, to work on a set “fake” logos. The logos signal values such as acceptance of differences, minorities and diversity, transforming mass- market logos into graphical art with a positive message. In a deeper sense, the design is to be controversial, anti-consumer and anti- megabrand. The collection contrasts this ultra-contemporary aesthetic with traditional forms and fabrics, creating a wardrobe made of reinvented classics for the modern woman.