Merch for the Worn Pointes Foundation

The life of a ballet dancer is a dance. Every day of a dancer's life is connected with high stress and the risk of various injuries. But injuries should not put an end to a dancer's career. Supporting their full professional and creative life is the Foundation's mission. Because the show must go on.

Valeria Pobedinskaya, the founder of Worn Pointes, came up with the idea for the merch collection. Valeria herself is a ballet dancer, so she knows the problems of the profession firsthand.

The purpose of the merch is to attract the attention of a wider audience to the foundation and to give them an opportunity to be involved in its goals. Merchandise sales, part of the proceeds of which are donated to Worn Pointes, will allow them to raise funds more effectively to support artists and continue their work.

We were responsible for the design of the merchandise. The merch is produced in conjunction with the online store Gen.

In the design of the prints we used references to modernist painting and the art of the Russian Avant-garde, which is as famous and recognized in the world as the Russian ballet. The design combines decorativeness, brightness, and laconic positive lightness.

The graphic images are supported by texts and slogans about dance and ballet. For example, The strong are carried on their arms, My pointe shoes can't be stopped, or The show must go on. In this way, the prints become a motivating, inspiring appeal - a kind of metaphor for the foundation's activities.

In addition to T-shirts, in the collection of merch you can find sweatshirts and shopper bags designed in the same way. You can buy merch and thereby help the foundation's activities at gen.ru. gen.ru.