BAFWEEK – Full Branding for Fashion Week

BAFWEEK

This project proposes a conceptual and visual renewal for BAFWEEK, the most important fashion week in Argentina. Through in-depth research into its origins, evolution, and current challenges, a visual identity was developed to reflect the coexistence of multiple realities: elegance, eccentricity, youth, and technology. The design system includes a flexible logo, a contemporary color palette, editorial pieces, signage, and graphic applications aimed at strengthening brand cohesion and enhancing the audience's experience at the event.

The new identity is built upon the idea of multiple realities coexisting in one place—a concept that embraces contrast and celebrates the eclectic spirit of BAFWEEK. Drawing inspiration from optical illusions and the Moiré effect, the logo introduces movement and digital textures while maintaining a connection to the brand’s legacy. The visual system expands through modular signage, an editorial layout with dynamic grids, and a color palette inspired by desaturated holographic tones—balancing elegance and innovation.