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01 / Selected Work Youth Fashion

AJJAD

Quiet Form

A fashion identity shaped around quiet form, material presence, and a restrained visual language.

Sector
Youth Fashion
Scope
Brand Identity / Art Direction / Digital Experience / Print
Year
2023
Reach
International
An ivory hoodie suspended in profile within a dark field.
01 / Form

Quiet Form.

Built through silhouette, proportion and material rather than excess.

Sculptural folds of an ivory hood.
The proportions of an olive hoodie worn in profile.
An ivory sleeve and cuff isolated against black.
02 / Character

Presence through proportion.

Silhouette leads. Image direction gives the identity its human presence.

Direct portrait of a model in a black hoodie.
Two models in ivory and olive, shown in full silhouette.
The back silhouette of an ivory hoodie.
03 / Identity

Identity, carried in the details.

The system moves beyond the mark—into tags, placement, repetition and the physical character of the product.

Folded garments with AJJAD swing tags.
01 / Tags
AJJAD Quiet Form label beside an ivory hem.
02 / Placement
A rail of hoodies in a restrained range of colours.
03 / Repetition
Black and white AJJAD bucket hats suspended together.
Identity in use / Apparel & accessories
04 / Principle

Stay Simple.
Stay True.

Restraint became a system: fewer gestures, clearer forms, stronger recognition.

A person carrying an ivory AJJAD tote with the Stay Simple. Stay True. message.
An ivory AJJAD tote floating against a light background.
The Stay Simple. Stay True. tote suspended against a dark field.
Navy cap carrying the AJJAD symbol and wordmark, against black.

Identity, extended into digital.

The AJJAD mobile website displayed on a phone held in hand.
Product / Colour presence

A restrained material palette expressed through product.

AJJAD identity on a black cap and ivory T-shirt.
An ivory hoodie suspended against gray.
Optional SHBAK soundtrack. Sound is off.