When ODDA Magazine, the New York–based fashion and culture publication, approached ASK LAB, the challenge was clear: every magazine covering Paris Fashion Week publishes the same runway images supplied by the brands, resulting in visual repetition across the entire industry. The question was how to fundamentally rethink their presentation.

As a Berlin-based creative agency working across design and visual production in Germany and internationally, we proposed replacing traditional runway photography with sculptural characters wearing the selected looks. Instead of reproducing imagery, we constructed it. The result was a series of seven medium-scale sculptures and a custom set design featuring pieces from Comme des Garçons, Loewe, Bottega Veneta, Prada, Valentino, and Maison Martin Margiela. By translating fashion into physical form, the editorial shifted from documentation to interpretation, giving the garments a new narrative and spatial presence.

The project was published in ODDA Magazine Issue 26 alongside an interview with our Creative Director, Anatoly Shabalin K., positioning ASK LAB not simply as a design agency, but as a creative partner capable of transforming editorial constraints into cultural statements.

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