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Scheyer applies digital design sense to fashion with gr.dano line
08
Jul '10
When digital agency Isobar's Brian Scheyer talks about one of his most recent designs, it's difficult to know if he's talking about a client's latest digital campaign or a new collection from gr.dano, a successful women's clothing line he co-created with partner Jill Giordano and which is being featured in the California Design Biennial July 18 – November 1, 2010 at the Pasadena Museum of California Art. He uses phrases such as “don't over embellish,” “keep the design clean but focus on the details, that's where it gets fresh and exciting,” and “maintain a consistent unique point of view throughout – from concept to execution.”

“The more interactive design moves into three-dimensional space and personalization with mediums such as the iPad, the more intersection I see between my fashion designs and my job as a creative director at Isobar working on campaigns for brands like SanDisk, TRESemme and Kohler,” said Scheyer, Associate Creative Director in Isobar's San Francisco office. “In both cases, it comes down to making the consumer – whether buying a dress or a faucet – understand it's not just a product being purchased but an extension of who they are.”

Scheyer and Giordano have been selected to participate in the fourth California Design Biennial titled Action/Reaction, an exhibition that highlights the most significant and innovative designs being created in California. Works will be featured from fashion, industrial design, graphic design, transportation and architecture. Organized and presented by the Pasadena Museum of California Art since 2003, the California Design Biennial showcases new directions in design, as well as explores how design impacts and inspires our culture.

The concept of architecture in fashion design is renewed by the talents of Jill Giordano and Brian Scheyer, the design duo behind women's ready-to-wear label gr.dano. Incorporating structure as a signature design trait, the designers take it one step further with a standout collection of dresses and separates resembling modern chic. The gr.dano line of clothing is available at women's clothing stores through the U.S. and in Canada.

Isobar North America Inc

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