Project Description: Alfie Rushen of Studio PME collaborated with fashion designer Ms. Limbu and Kingston School of Art to create a printed lookbook for the BA Fashion Show—an end-of-year presentation of student work. The goal was clear from the beginning: let the photography and garments speak, and build a layout that supports without overpowering.
In discovery, Ms. Limbu shared her process—from design sketches to the emotional atmosphere of the photoshoot day. Her attention to mood, material, and memory shaped the visual direction of the publication. We discussed how best to translate that story into print, and I requested her journal notes and reflections to better understand the intent behind each garment.
Together, we defined the problem: the layout must be minimal, precise, and deferential to the work itself. I introduced the concept of a Swiss grid system—explaining its clarity, consistency, and flexibility. It aligned perfectly with the understated but intentional aesthetic Ms. Limbu envisioned.
For inspiration, I began with classic Swiss designers like Josef Müller-Brockmann and Emil Ruder. But I also explored work by female designers often overlooked in the canon—Helene Haasbauer-Wallrath, Anna Monika Jost, and Thérèse Moll. Their contributions offered a more inclusive and sensitive lens, helping guide a layout approach that felt personal, not clinical.
For inspiration, I began with classic Swiss designers like Josef Müller-Brockmann and Emil Ruder. But I also explored work by female designers often overlooked in the canon—Helene Haasbauer-Wallrath, Anna Monika Jost, and Thérèse Moll. Their contributions offered a more inclusive and sensitive lens, helping guide a layout approach that felt personal, not clinical.
In development, I tested several grid formats—column, modular, hierarchical, manuscript, and responsive—to find the right balance between structure and fluidity. Even as a print piece, I considered how it might evolve into a digital format later, keeping responsive adaptability in mind.
The final design was built on a modular grid—allowing room for variation while holding a clear structure. Background color was key. I chose an off-white tone that gave space for the imagery to breathe without competing with it. It brought softness to the layout and framed the photography with subtlety and care.
Initially, we tested the layout at A5, but the scale didn’t match the work’s ambition. We scaled up to A4, which gave the imagery the presence it deserved. The final piece was delivered on time for the show, a quiet but confident backdrop for Ms. Limbu’s expressive collection.
Design influences: Swiss modernist layout systems, the work of Josef Müller-Brockmann, Helene Haasbauer-Wallrath, Thérèse Moll, and fashion editorial design with an emphasis on gender-neutral presentation.
Deliverables: Printed A4 fashion lookbook including modular grid layout, typography system, color palette design, and production-ready files for print.
