Gigi Soh is a visual communicator who specialises in Art Direction and Concept Design. Driven by her experimental and curious nature, Gigi’s work centralises around the analysing of human entity – using fashion as a medium to document shifts in society and culture.
Formerly immersed in the realm of interior design, she is passionate about the elevation good designs bring towards everyday life. It has contributed to her heightened awareness in working with space and colours. With an appreciation for storytelling, Gigi utilises her ability to piece together earnest philosophies and strong visuals to communicate a brand’s identity. Moving forward, Gigi hopes to pursue a career in branding and content strategy through her combined knowledge in various fields.
I have always been interested in the semiotics of things, spending prolonged hours of time, conceptualising and formulating a brief that will connect and serve its intentions. Alongside, having an obsession with objects and spaces, my work has always been dedicated to the interweaving of different creative fields. And, exploring how it facilitates room for growth within the realm of fashion.
For my final major project, I have created a publication Con'tour Magazine to unpick the theories and advertising strategies behind the fascination and attachment towards certain brands and aesthetics. Investigating on the crossroads between fashion selling an idea of an “unattainable dream”, to one that intertwines with the “context of everyday life”.
Con’tour is an ongoing series investigating the thinning of boundaries between art and everyday life. Adopting an inquisitive approach towards the study of human needs and desire, through analysing their interaction with the inanimate. Con’tour serves as a cognitive lens to the consumer behaviour. Unpacking the unspoken layers of semiology: the unconscious shaping of preference, justification for idealism, and demands for an open ended nature of reality. With aims to broaden the readers depth of mind, Con’tour explores with curiosity and ambiguity. Taking on an anthropological approach towards design, fashion, and culture. Welcoming a myriad of possibilities in creativity and understanding.