Mixing high end with high street is becoming extremely more prominent in society and Lichtenberg based his collection around this concept.
Instead of using actual items of clothing, Lichtenberg recreated the logos of different fashion houses into a street equivalent by changing the name of the brand. The brands he chose are so well known in their own right they are still recognised. Lichtenberg's "Homies" design can still be recognised as "Hermes" and "Celine" as "Feline" or "Canine".
The fashion houses Lichtenberg based his idea on use type-based logos. Although each different brand uses a different typeface, often a custom-type, each logo follows the same rules of minimal type and capital letters. Although the logos are very simple in design, the proof of their success is in Lichtenberg's designs.
Other designs similar to Lichtenberg has appeared on the high street featuring other fashion houses in a street style. This idea illustrates the power of these iconic brands, despite using a completely different word, sometimes different imagery, people can still recognise the brands the new designs are based on.
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