LAMFO
A fashion label that sits between fashion and industrial design — precise tailoring, top-quality fabrics, and an aesthetic that refuses to be defined by the season.
- Category
- Branding, Visual Design, Web Design
- Year
- 2020
- Services
- Brand Identity, Visual System, Editorial
- Client
- LAMFO
Role
Founder & Visual Design Lead
Location
Beijing, China
By the numbers
Between fashion & industrial design.
LAMFO, founded by Hare Ho, Xiao Jiang and Xu Zhang in 2019, draws inspiration from providing tasteful designs with functionality and durability for modern lifestyles.
LAMFO believes that dressing is a way for individuals to express their focus on an optimistic way of life. Positioned between fashion and industrial design, LAMFO offers a wardrobe style that emphasizes unique taste and sustainability.
LAMFO's preference for precise tailoring and top-quality fabrics reflects an appreciation for understated aesthetics rather than superficial embellishments.
This is a brand that seeks not to be defined by the times and continuously strives for improvement. Upholding a meticulous and rigorous design approach, LAMFO offers clothing for both men and women, a semi-customized black label series, and a sports series.
Visual Identity.
Color & Type.
#1F1F1A
Ink
Wordmark · Body
#F5F1E8
Bone
Editorial ground
#C8BFAE
Linen
Soft contrast · paper stock
#8C7E66
Taupe
Mid-tone · garment shadow
#52503C
Olive
Restrained accent
Display
Wordmark
A geometric sans cut wide and unbroken — the signature reads as architecture, not fashion.
Editorial
Body
Modernist sans with generous tracking; reserves its silence for product detail and pattern callouts.
Collaterals.
Lookbook.
Website.
Media Preview.
A printed object as system check — the invite holds the same restraint as the wordmark, the same paper-stock weight as the hangtag.
Released alongside a short preview film to seed press and stockists ahead of the season drop.
Collaborations.
EQUILIBRIUM
LAMFO × CHAO HOTEL — Window Installation · CHAO Hotel, Beijing
LAMFO cooperated with CHAO Hotel, Beijing to create an interactive window installation based on LAMFO's first season ideology "EQUILIBRIUM". We tried to explore people's self-cognition and individual identity in different environments, as well as self-balance in this highly refined and fragmented society. Only when the participants stand at the best viewing point can they observe a balanced field of reaction forces between sculpture and fabric. This field leads the participants to feel a loss of control and tension from the multidimensional space. Any attempt to stand off-center will result in a state of being out of focus, and the resulting anxiety and uncertainty reflects the reality of our daily life.
UNKNOWN CODE
LAMFO × NIGHT MUSEUM — Performance Installation
Differing from the traditional performance, we deconstructed the stage so that the audience's passive viewing habits in the past would be transformed into active selection of viewing. The audience can enter the spatial structure of the stage, arrange their own viewing, and become participants. This also enables the performer to be integrated into the exhibition space like an exhibit. The deconstruction of the performance space does not break the integrity of the work as performers scattered in different areas will cooperate with each other to complete experimental works. After deconstructing the traditional stage viewing habits, the stage is reorganized through multi-media, live stream software, interactive sound generators, and temperature sensitive fabric. At this time, the different media become the "stage" and the audience is back to their original viewing habits. In such case, audiences not only participated in the stage and performance, but also constituted a very personal viewing experience by different viewing routes and sequences.
SUNSET CAFE
LAMFO × SUNSET CAFE — Capsule + Campaign
A neighbourhood cafe and a fashion label trade vocabularies — service-wear meets streetwear, brewing apron meets engineered jacket. The result reads as Sunday morning translated into a small capsule and an editorial.
天空下的周末
LAMFO × TERRI — A Weekend Under the Sky
An outdoor capsule co-authored with TERRI: lightweight technical fabric, retro silhouettes, an editorial shot beneath a sky that does most of the colour work. The story is two days of being outside; the wardrobe is built to disappear into them.
Seven chapters — visual identity, color & type, collaterals, lookbook, website, media preview, and four collaborations — assembled from LAMFO’s 2019 archive.