In February 2022 I was a resident in RARA Residency, which is led by the artist couple Verónica Ruth Frías and Cyro García, in Villanueva del Rosario, a small remote town in the hinterlands of Malaga, in southern Spain. Inspired by the olive trees, the surrounding mountains, the locals and by the extremely bright and shiny fluo-colored fabrics that I got from the local fabrics store, I decided to create an extremely eye-catching exaggerated sportswear collection for sporty Andalusians. To make it even more Spanish, later during the process I added some torero and flamenco elements. I designed a wide variety of outfits, including skirts, coats, pants, shorts, dresses, asseorioser, bags. A real complete collection, so to speak. I then named the brand JACQUEMUSCLE.
As the collection took shape, it was quickly decided that it also needs an adequate presentation. So when the mayor approved a fashion show in the middle of the main square of Villanueva del Rosario, there were countless things to do in addition to the collection: find the perfect models, design the runway and stage, advertise and promote the event, send out invitations, create the sound, etc. A big thank you to the Rara Residence and the villagers, without whom this project could never have taken place. Especially Carmen, the local seamstress, who was able to implement my ideas for the outfits perfectly.
Still considering myself a graphic designer I developed a typeface that is only based on stripes of neon-tapes. I didn’t really have the money to print expensive billboards and I also didn’t feel like spending too much of it. The big challenge was to tape the letters in such a way that they almost look like they were printed. At this size it wasn’t easy to keep a straight line. If you want to see the font in action, check out the 1st Villanueva del Rosario Fashion Show. If you want to know more about JACQUMUSCL’s campaign, click here.
I drove by car from Bosnia & Herzegovina to Kärsämäki, a sleepy little town in central Finland, to open my own fashion store and sell clothes to no one.
If Dubai can host a shopping festival then so can a small village in Portugal.
From 2014 to 2018 I was part of the Vienna-based artist collective Yhy Fhm.