Baby J Studio

The Commonwealth Fashion Exchange


The Commonwealth Fashion Exchange

For the first time, The Commonwealth came together to showcase a wealth of design and artisan fashion talent across its 52 countries. Selected design talent includes major names such as Karen Walker representing New Zealand, Bibi Russell representing Bangladesh and Burberry and Stella McCartney representing the UK. Participating designers and artisans represented all 52 commonwealth member countries at the CFE exhibition, which was showcased at a special reception at Buckingham Palace during London Fashion Week in February.

Working with all partners and representatives from Buckingham palace, I led art direction and creative on the Commonwealth Fashion Exchange. This included logo design, printed assets, environmental graphics and a digital campaign. Our challenge was to be able to represent all 53 countries / 5 geographical areas, and the diversity of craft and people, without resulting to stereotypes or patronsising anyone. We chose a modern colour palette, which was researched thoroughly in case any of the colours represented any issues. We also used strong, clean graphics and abstract shapes.

We also produced a film featuring behind the scenes footage of all 53 artisans and designer. This included a huge coordination effort to brief all the designers on content, recieving it and editing, and getting everyones approval.

The Commonwealth Fashion Exchange is an ambitious project with long term aims, that is being developed in partnership with Swarovski, The Woolmark Company and MATCHESFASHION.COM.


Google Arts and Culture

For this project we teamed up with Google Arts and Culture, to showcase and highlight the amazing work that went into the project digitally. We curated articles, content and video from all partners and set up the exhibition on the platform.

This included setting up a street views of the exhibition inside Buckinham Palace’s State Rooms, so people could take a virtual tour of the exhibition. This was a first for the palace.


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