1979 Retro Mod Branding

1979 exists to revive the expressive soul of 1970s culture—through garments that transcend gender, honor the earth, and turn memory into material.

RAISED ON DISCO, REFINED FOR TODAY.

✨🕺

RAISED ON DISCO, REFINED FOR TODAY. ✨🕺

This branding project involved brand design and UX/UI design.
AI Design, Brand Design, Graphic Design, Prototyping, Interaction Design.
To build a visually distinct, culturally resonant fashion brand that reimagines Studio 54 glamour through a modern, gender-fluid lens. This project will establish a cohesive visual identity that celebrates fluidity, nostalgia, and self-expression—bridging retro influences with editorial clarity and contemporary relevance.

Brand Purpose

1979 exists to revive the expressive soul of 1970s culture—through garments that transcend gender, honor the earth, and turn memory into material. Guided by the tactility of analog, the elegance of restraint, and the quiet radicalism of the era, we craft clothing that feels lived-in yet artfully composed.
Ours is not a recreation of the past, but a reimagining—a soft rebellion stitched for those who dress with intention, fluidity, and feeling.
Rooted in the warmth of analog, the elegance of restraint, and the glamour of rebellion, we create clothing that invites fluid identities to feel seen, styled, and celebrated. Our purpose is to reimagine the past—not as costume, but as canvas—for those who live intentionally and dress with quiet conviction.

Brand Attributes

Intentional – Every element is considered. From silhouette to stitch, nothing is arbitrary. The design language is slow, deliberate—echoing the patience of film photography or the arc of a vinyl groove.
Expressive – Style becomes narrative. Each garment holds space for identity to unfold—subtly, powerfully, and without apology.
Timeless – Draws from the past without being defined by it. 1972 lives in the tension between then and now—reinterpreting history with clarity, sophistication, and enduring relevance.

Target Audience

Cultural Creatives
A cohort of aesthetically attuned individuals—designers, musicians, filmmakers, and tastemakers—who view clothing as an extension of identity. They gravitate toward brands with a clear point of view, timeless appeal, and conceptual depth. Authenticity and originality are paramount; storytelling is essential.

Gender-Expansive & Style-Fluid Consumers
This audience rejects rigid categories in favor of fluid, self-directed expression. They seek garments that move with them—both physically and philosophically. Their loyalty lies with brands that affirm and reflect their identities without compromise.

Sustainability-Conscious Shoppers
Informed, principled, and deliberate, these consumers prioritize ethics and environmental impact. They value transparency, craftsmanship, and purpose over mass production. For them, sustainability is not a selling point—it is a standard.

Initial Logo Explorations

Brand Style Guidelines

Logo Iterations

Typography

Color Palette

Brand Identity

This curated product collage encapsulates the spirit of 1979*—a fashion brand inspired by the seductive glamour of Studio 54, reimagined through a contemporary, gender-fluid lens. Featuring lustrous velvets, sculptural metallics, liquid-like sequins, and sharply tailored silhouettes, the collection embodies movement, self-expression, and cinematic presence. The palette of chrome, gold, and deep noir evokes disco-era opulence, while modern proportions and styling ground each piece in the now. Bold yet polished, nostalgic yet progressive—1979 is tailored for those who dress like the spotlight is already on.

*All images shown are AI-generated, with creative direction by Shanae Chu.