The project is dedicated to the work of Rick Owens and his approach to The project is dedicated to the work of Rick Owens, a designer whose practice consistently revolves around the rejection of norms, the rethinking of form, and the radical transformation of proportions. His visual language is built on tension between the body and construction, between minimalism and hyperbole, where clothing becomes architecture and the silhouette turns into a statement.
At the core of the project lies an exploration of these principles through typography as an independent form. The central element of the visual identity is a custom typeface inspired by asceticism, elongated silhouettes, and Owens’s architectural way of thinking. It echoes his monochrome aesthetic, rigid lines, and sense of monumentality, while maintaining a fragile balance between severity and expression.
A key device of the project is the modification of the typeface. Much like Rick Owens manipulates the human body by deliberately distorting proportions—elongating legs, emphasizing shoulders, shifting the center of gravity—the typography acquires a dynamic structure. The outer letters of words and phrases are transformed: their upper or lower parts are extended and supplemented with semicircular stems and diagonals, forming a tense visual rhythm. These transformations are not decorative but functional; they define intonation, accentuate pauses, and turn text into a sculptural composition.
The rejection of typographic norms is further expressed through the absence of a unified baseline and the use of varying letter cases. Text loses its conventional stability, shifts and fractures, entering into dialogue with space. In this way, typography ceases to be a neutral carrier of meaning and becomes an autonomous artistic gesture, reflecting Rick Owens’s philosophy—radical, corporeal, and uncompromising.