Jiayao Dai has created a brand called Special by Jiayao Dai, a fun and inclusive fashion brand. The work includes a brand guideline, a fashion Zine, an application, and three photoshoots. Dai noticed that many people still don’t feel confident about their appearance and styles. And with the influence of TikTok and fashion magazines dedicated to celebrity dressing, people can easily follow the fashion effects of their influencers.
The collection aims to encourage everyone to feel confident in their appearance and fashion style and to showcase their unique beauty. The Special edition palette will utilise four main colours: black, purple white and green. The contrast between black and white, green and purple can be really attractive and create a visual impact. Purple represents individuality, rebellion and modernity. At the same time, these three colours are not gender-specific in the traditional sense of pink and blue. These are three colours that have no gender boundaries. The brand is for everyone.