Applied Art Forms Just Touched Down in the Philippines
When celebrities venture into the world of fashion, they do so with a specific vision in mind. For Coldplay bassist Guy Berryman, it wasn't just about creating clothes; it was about making a statement with his brand, Applied Art Forms (A/A/F).
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Established in 2020, A/A/F is a label based in Amsterdam that draws inspiration from utilitarian, military, and workwear. What sets it apart is its dedication to sustainability and craftsmanship, with garments crafted using techniques sourced from Europe and Japan. Berryman himself, reflecting on the origins of his label, says, "I've always had an interest in design and manufacture. I studied engineering and architecture before I became a musician and I wanted to re-engage with those disciplines."
A defining feature of A/A/F is its departure from traditional fashion cycles. Berryman eschews the concept of seasonal collections, instead focusing on creating timeless pieces that transition seamlessly from one season to the next. He embraces the idea of garments improving with age, acquiring character and patina over time. "I particularly like the way clothes improve with age as they obtain patina and character," Berryman explains. "We always plan on how our clothes, especially outerwear, will look in the future. I have some vintage jackets which are 70 years old and they look incredible because of their age."
Despite its unconventional approach, A/A/F has garnered attention worldwide. The brand can be found in Dover Street Market in London, Tokyo, and Singapore. Recently, Berryman personally introduced A/A/F to the Philippines, visiting UNIVERS One Rockwell to launch the brand in the store. Reflecting on this expansion, Berryman says, "I love the idea that my garments will start to be worn in the Philippines."
With its commitment to sustainability, timeless design, and global appeal, Applied Art Forms continues to make waves, thanks to Guy Berryman's vision.
