Amsterdam-based brand KAIZEN launched an urban-style editorial for its Spring/Summer 2018 'Language' collection as a voyage into the world of typography fashion. The brand explores semantics through graphic-heavy apparel. Emphasis is put specifically on the qualities and pronunciation of Japanese, Chinese and Malaysian texts.
Perhaps one of the most striking pieces in the Spring/Summer 2018 collection is a full-back piece of a traditional Chinese poem, titled 'The Lion-Eating Poet in the Stone Den.' Within the body of the text, every word is reproduced with the sound "shi," but "due to the tonal nature of Chinese the single syllable can tell an entire story when repeated," as Hypebeast states. In highlighting this curious fact, KAIZEN is able to mix cultural semantics and the richness of language with captivating typography fashion.