The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS_EX21_067M
About the Work
The First-ever Gender-neutral Uniform
Project UNI-FORM
In 2019, male students at Taiwan’s Banqiao Senior High School organized a week-long event, inviting their peers and teachers to put on skirts, to break gender stereotypes and promote personal freedom of choice.
A year later, Vogue Magazine joined forces with acclaimed fashion designer Angus Chiang, to transform the concept from a one-off event into a genuine campus fashion.
Garments don’t have to be gender-specific. Project UNI-FORM created a line of uniforms suitable for girls and boys alike. Combining shirts and skirts, jackets and one-piece dresses, they’re equally fashionable and practical. And students can mix and reshape them, creating the look that perfectly says “me.”
We started with the school badges on the uniforms. Referencing the common habit among students of filling in the empty parts in English letters with colored pens, we redesigned the school badges in brightly colored patterns, adding other elements, like spontaneously pieced-together color blocks and the grid lines for writing Chinese characters found in exercise books. Then we unveiled it to the world, with a launch event during Taipei Fashion Week, a presence in Vogue’s online shop, and an official Instagram account. And we designed a lookbook and official website in the style of Taiwanese homework books.
“These are uniforms from the future!” Internet influencers livestreamed wearing UNI-FORMs, and one of Taiwan’s biggest bands took to the stage with UNI-FORMs on. With zero media budget, the project generated 14M in media value. It even gained the attention of the Ministry of Education and the president, and was featured in school textbooks. And it sparked passionate discussion worldwide: “Do school uniforms have to be gender-specific?”
But this is just the beginning. In the future, we hope all students will wear UNI-FORMs, and feel at ease showing their true selves.
Project UNI-FORM
In 2019, male students at Taiwan’s Banqiao Senior High School organized a week-long event, inviting their peers and teachers to put on skirts, to break gender stereotypes and promote personal freedom of choice.
A year later, Vogue Magazine joined forces with acclaimed fashion designer Angus Chiang, to transform the concept from a one-off event into a genuine campus fashion.
Garments don’t have to be gender-specific. Project UNI-FORM created a line of uniforms suitable for girls and boys alike. Combining shirts and skirts, jackets and one-piece dresses, they’re equally fashionable and practical. And students can mix and reshape them, creating the look that perfectly says “me.”
We started with the school badges on the uniforms. Referencing the common habit among students of filling in the empty parts in English letters with colored pens, we redesigned the school badges in brightly colored patterns, adding other elements, like spontaneously pieced-together color blocks and the grid lines for writing Chinese characters found in exercise books. Then we unveiled it to the world, with a launch event during Taipei Fashion Week, a presence in Vogue’s online shop, and an official Instagram account. And we designed a lookbook and official website in the style of Taiwanese homework books.
“These are uniforms from the future!” Internet influencers livestreamed wearing UNI-FORMs, and one of Taiwan’s biggest bands took to the stage with UNI-FORMs on. With zero media budget, the project generated 14M in media value. It even gained the attention of the Ministry of Education and the president, and was featured in school textbooks. And it sparked passionate discussion worldwide: “Do school uniforms have to be gender-specific?”
But this is just the beginning. In the future, we hope all students will wear UNI-FORMs, and feel at ease showing their true selves.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Taiwan
Ogilvy / Hong Kong
Art Director
Alice Lin
Shao Shao
Shaoan Wang
Soenar Santoso
Chief Creative Officer
Giant Kung
Reed Collins
Creative Director
Stratos Efstathiou
Creative Technologist
RingeCH Chen
Digital Artist
Cyan Weng
Director of Photography
Lin Zhong
Product Designer
Angus Chiang
User Interface Designer
Dorthan Pan
Jeffrey Wu
Related Awards
