Parchment
Chacha Aungkavanich
Parchment explores the development of a conceptual multi-brand clothing store as a community-driven space where identity is communicated beyond its commercial function. Rather than focusing solely on selling, the store serves as a platform for storytelling, creative exploration, and cultural engagement. Through a mixture of visual identity, editorial design, and spatial graphics, this project seeks to redefine retail as an immersive brand experience that fosters deeper connections between fashion, culture, and community. Rooted in the qualities of parchment, the platform fosters a deeper connection between fashion, identity, and artistic expression.
A key extension of this project is the Parchment, a magazine that extends the store’s identity beyond its physical space. The magazine does not function as a promotional or commercial tool but instead highlights its values, inspirations, and cultural interests. It invites audiences to explore the broader narrative behind the brand, positioning the store as a curator of ideas rather than only a retail entity.
Fabric installations composed of imagery curated from visual research reinforce the store’s conceptual foundation. These installations transform the space into an evolving visual dialogue, immersing visitors in the themes, aesthetics, and inspirations that shape the brand.