The London Fashion Week is one of the four biggest fashion events in the world. MINI served as the official mode of transport, needed an exclusive design for its fashion gene and the UK’s cultural tapestry.

During the project, I participated as the brand designer to create the strategy and the identity. I contributed 50+ ideas with the team and one of my design was the chosen to production in the Spring 2025.

Insight

People feel tone before reading information.

In fashion environments, people react to tone before they process details. I saw the opportunity to advertising the MINI brand and reveal its fashion gene by adopting an editorial style.

Idea

A fashion icon with a headline.

The client asked for using “Always Open” for advertising the MINI Cooper Convertible’s feature. I applied a bold and unisex typography inspired by fashion magazines, and keep the form similar to the sense of headline. This attracted the audiences to define what is “always open” meaning by themselves.

To add some rhythm, I placed texts across baselines and fragment the type across contrasting black and white panels. This style was reused in other collaboration projects later by MINI.