# Typographic Fashion Capsules KAIZEN Drew Inspiration from Asian Typography for Summer/Spring 2018 By Kalin Ned | Published 2018-03-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/typography-fashion References: [hypebeast](https://hypebeast.com/2018/3/kaizen-spring-summer-2018-lookbook) & [kaizen.amsterdam](https://kaizen.amsterdam/collections/all) 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](https://www.trendhunter.com/trends/one-on-one-collection). 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](https://www.trendhunter.com/trends/chapter-three-texture-movement) states. In highlighting this curious fact, KAIZEN is able to mix cultural semantics and the richness of language with captivating typography fashion. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Typography Fashion:** Opportunity for brands to explore the combination of semantics, language, and typography in fashion design. - **Graphic-heavy Apparel:** Potential for apparel brands to create visually striking garments that incorporate graphic elements. - **Cultural Semantics:** Chance for brands to highlight the cultural significance and meaning of languages through fashion. ### Who This Affects Most - **Fashion:** Fashion brands can incorporate typography and graphic elements into their designs to create unique and visually appealing garments. - **Language and Translation:** Opportunity for language and translation companies to collaborate with fashion brands to showcase the beauty and meaning of different languages. - **Graphic Design:** Graphic designers can explore the intersection of typography and fashion to create innovative and visually compelling designs. ## Related on Trend Hunter - [Bright Color-Based Spring Fashion](https://www.trendhunter.com/trends/vowels-1.md) - [Typography-Inspired Lifestyle Collections](https://www.trendhunter.com/trends/house-industries.md) - [Typography-Inspired Canadian Sweatshirts](https://www.trendhunter.com/trends/okayok.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Chinese Motif-Inspired Streetwear](https://www.trendhunter.com/trends/bape-1.md) - [Spring-Ready Technical Danish Fashion](https://www.trendhunter.com/trends/fce-2.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Layered Utility Fashion](https://www.trendhunter.com/trends/graphpaper-yoke.md) - [Lunar Festivity-Inspired Fashion Capsules](https://www.trendhunter.com/trends/year-of-the-dragon-collection-2.md)