Alternative fashion, unlike the mainstream ones, does not get recognition on glamourous runways. Alternative fashion needs a voice, an inlet and outlet - RunAway. It is intended that RunAway be based on a different thematic focus for each release. The pilot issue is built on one of the earliest forms of craft - origami. The purpose is not to transform alternative couture into mainstream fashion. Rather, it is to position RunAway as a perfect platform for sharing fashion off the runway, alternative living and fringe styles in an experimental, yet polished layout for a good read.
Headlines are generally huge, experimental and loud, and in varied typefaces (some fanciful) to capture the focus of its readership in an upbeat fashion. To illustrate the origami theme, the Feature headline is constructed in the form of folded letters.
Most images are treated (cropped, shape changed) to enhance the brand message. In particular, images in the “Feature” were crafted to suggest a trace of the runway imagery at the cropped corners.
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