Déficeler

Déficeler is a high-end ready-to-wear brand that deconstructs the culture of ethnic minorities in Southwest China. Its name means “to untie the string” in French, which refers to tie-dying. The logo and numbers are designed as handwritten font that emulates thread. The traditional Miao image is sewn directly onto the bag by hand. The lookbook uses black thread as the binding. Different shapes are incorporated into the identity which is inspired by accessories worn by Miao people.The minimalist branding aims to reinvigorate genuine interest in historic patterns, textiles and clothing.