404

Promotional graphic with the text “STRUGGLING FASHION CREATIVE?” over a bright pink background beside a black-and-white photo of two women standing in a retail store.

Promotional membership graphic with the heading “BECOME 404ER” over a monochrome party photo, listing fashion creative resources and a $30/month membership price.

Split-layout graphic with the text “PHYSICAL SPACE — 404, made physical.” beside a sewing studio workspace with mannequins, sewing machines, and large arched windows.

Collage of branded fashion promotional materials including a mailer envelope, poster, pass card, stickers, and graphics with “404,” “WELCOME,” and “SYSTEM ERROR” text in black and neon pink.

By Aimee ChiaYing Chang

Aimee Chang is a New York-based multidisciplinary designer working at the intersection of fashion, branding, and cultural systems. With a background in fashion design, she approaches visual communication as both form and infrastructure—crafting identities that are not only expressive, but structurally intentional. Her work explores the tension between aspiration and reality, glamour and survival, imagination and system.

case study

instagram

forum presentation

404 is a conceptual platform and cultural infrastructure designed to support independent fashion designers navigating instability, fragmentation, and burnout. Borrowing from the digital error code “404: Not Found,” the project reframes absence not as failure, but as a structural condition within contemporary creative industries.