About the project

Design Army’s collaboration began with Jaspal when we were approached to help change brand perception and refresh product assortment. The goal — attract a younger audience. Out of this grew — “Fashion is Delicious,” and a limited edition collection was born. 

A bedazzled array of lush embroidered and bejeweled designs of food were boldly emblazoned on apparel and accessories. Creating an entirely new style that we call — “Street Baroque".

Agency: Design Army

Creative director: Pum Lefebure & Susah Becky

Animation: Dang Vo

Client: Jaspal x Design Army