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PROJECT
Jugar Fashion Show
SLC Design Week 2013

 

ELEMENTS
Concept Development
Set & Stage Design
Art Direction
Curation
Fabrication
Installation
Casting
Choreography
Event Production & Management

Jugar is a men's fashion collection created by designers in Salt Lake City, Utah and Portland, Oregon. The collection is inspired by understated branding, signature detailing, and unique silhouettes. The result is a minimal aesthetic with highly articulated construction. To highlight the Jugar aesthetic, V. Project enlisted the University of Utah’s School of Architecture to rethink the traditional fashion show runway.

The fashion show was held in a largely forgotten urban space beneath a freeway overpass in one of the darker corners of Salt Lake City's Granary District. The unique performance took place amid the sights and sounds of moving cars, trains, and the freeway infrastructure.