Alicia Finlayson by amf2002

BETHANY WILLIAMS IN COLLABORATION WITH ALICIA FINLAYSON

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Bethany Williams has many values she holds onto which she integrates into her label. Sustainability is her main focus along with community. One of the many things I admire Bethany for is the fact she creates a sense of community when it comes to her brand, she has no specific model or image she is trying to fulfil, almost breaking away from socities social norms of ‘ideal beauty’, she creates raw natural beauty through her clothing,concept and photography.

Bethany helps out with homeless shelters and domestic violence survivors, her doing this creates a sense of community within her brand and allows people to see the type of person she is and what her true ambition is. Furthermore, she educates her staff on how to handle survivors of abuse,allowing everyone to feel as one.

This radiates a sense of freedom and collectiveness

‘for me, this is about changing peoples mindset,’ ‘the programmes we are working with change peoples lives’

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The prices range throughout her work, although her products are at the higher range of the spectrum.

As I mentioned earlier about hand techniques, this corset made which was worn by Olivia Dean at a concert the label was emboroidered and the actual bodice of the corset was covered with embroidery and apllique

THe styling of Bethany Williams clothing is mostly structured jackets and trousers however she also offers a variation of printed scarves and other variations of clothing. These styles range massively ALTHOUGH her print and colour palette is vert consistent. One thing that Bethany always includes and values in her products is that she uses a lot of handmade techniques such as embroidery,hand appliqué and so on…

off white is a italian luxury brand founded by American designer Virgil Abloh who sadly passed away recently.

‘my grandma made her wedding dress out of a parachute’

they were incorporated in Milan in 2012 and have made many collaborations with various designers such as Nike,Levi, Jimmy Choo, IKEA and Evian

k e y c o m p e t i t o r s

Christopher Raeburn is a British fashion designer who has been awarded for his excellent use of sustainability. One method of being sustainable is by using surplus fabrics and resources to create distinctive and functional pieces. He’s even gone on to win a fashion award in 2020 as one of the honourees of the environment category.

Off white

off-white style is similar to Bethany Williams, even though they have completely different vibes to their brands the style still stands out majorly to be similar to Bethany Williams. Off-white uses a lot of colours, appliqué and one major thing I recognised was the use of graphics, both Bethany and Off-white use graphics on their garments.

Christopher is a competitor for Bethany as they both hold very similar values and aims when it’s come to their business, they both value sustainability above all. His style of clothing is also very wacky,fun and innovative similar concepts Bethany holds in her designs. Additionaly, Bethany loves to include a lot of hand technique work on her garments, similar to Christopher.

phoebe English is another huge sustainable brand that promotes against mass production and fast fashion, they design in small collections and keep their pieces part of a unique sustainable collection. All products are made locally so that they are as eco friendly as possible, this elimates unease art transport PHOEBE ENGLISH contends as a competitor as they she offers a similar concept to Bethany and allows consumers to withhold a sustainabe product PHOEBE ENGLISH key customers are most likely to be of a similar nature than Bethany’s as they hold a similar style in their design

STELLA MCARTNEY

Being one of the first designers to recognise the desperate need for sustainability in the fashion industry she hold a massive part in the stand against fast fashion. furthermore, her coming from a very famous family has helped her establish her label massive, especially due to the fact her mother holds very similar values when it comes to eco friendly values.

O M N I S E L L I NC GH A N N E L S

one of Bethany Williams major social platforms is instagram, she promotes most of her products on instragram, especially focussing on her methods of production, one thing I really love about her instagram is that she likes to show the production process of her garment and it makes the consumer one thing i would love to improve on with bethanys business is the marketing and selling techniques. i feel bethanys selling technquies dont show her sustainability ehtics, the companys identty would suit more with the products being sold in smaller individually owned stores in hotsots of cities which promote sustainablity. rather than in big stores such as selfridges

In addition, she also sells her products on a couple of websites,including farfetch,selfridges and YOOX. However on selfridges she limits what she sells, for example in selfridges she only sells her scarves she does this because she believes in selling locally to eliminate excessive spending, therefore so that more of her profits can fundcharities

Main points about Bethany’s sustainability

S U S T A I N A B I L I T Y

One collection Bethany did which stood out to me is the collaboration with Vauxhall food banks and Tesco. The resources and materials she used for the garments are recycled packaging and other resources they didn’t need anymore.

As I’ve mentioned previously sustainability is Bethany’s mains focus when it comes to her brand. Her rating of sustainability is ‘good’. This is impressive taking into consideration the world we live in today.

’’we used to buy into designers aspirational worlds, but now we buy into aspirational actions’’ Bethany’s world is a blueprint for future of fashion says Andrew Groves

LAYERING HAS BECOME VERY POPULAR THIS LONDON FASHION WEEK, MANY PEOPLE attending WERE SEEN WEARING THIS STYLE. COMBINATIONS SUCH AS SKIRTS OVER TROUSERS, COATS OVER CARDIGANS ETC THIS TREND GOES NICELY WITH MY GRAPHIC TREND AS THE LATERING OF CLOTHES WILL ALLOW ME TO EEFECRIVLY CLASH THE PATTERNS

T R E N D S I L H O U E T T E

T A R G E T M A R K E T

age:32 lives:Central london relationships:friends and family are extremely important to her, spends a lot of time with them when possible. interests :travelling,charity work,thrift shopping, upcycling,swimming

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referneces https://hypebae.com/2019/11/uniqlo-sustainable-recycled-shopping-paper-bag-ecofriendly-environment-charity-water-fast-retailing https://bethany-williams.com/ https://www.instagram.com/bethany_williams_london/?hl=en https://londonfashionweek.co.uk/designers/bethany-williams https://www.notjustalabel.com/bethany-williams https://www.voguebusiness.com/sustainability/bethany-williams-offers-a-glimpse-of-sustainable-fashions-future https://designmuseum.org/exhibitions/bethany-williams-alternative-systems https://www.selfridges.com/GB/en/cat/bethany-williams/ https://www.farfetch.com/uk/shopping/men/bethany-williams/ items.aspx https://www.businessoffashion.com/community/people/bethany-williams-1

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evaluation To begin, my project was to collaborate and design a collection with a brand that shows both our styles and identities. To decide on a brand I did extensive research, by looking into their social medias, stores and ways of selling their products in which allowed me to get a clearer view of each company. I also travelled up into London and visited stores such as Selfridges, Harrods and Museums to look deeper in to the identity of the brand. After researching into the brands I finally decided on Bethany Williams, I loved her values behind her company, showing that she not only does she care for the profit but would rather provide for the less fortunate and benefit the earth at the same time. Additionally, with my research to help me build a clearer view of the company I looked into celebrities that wore the brand, along with marketing techniques which allowed me to figure out business approach. After researching the brand and deciding on which route I wanted to venture down, the idea of layering and psychedelic patterns really captured me. Bethany is known for her big prints, colours and often graphic writing, I wanted to incorporate this with my own twist. During this summer I’ve seen alot of bright colours and patterns and believe this is going to carry on into the Spring/Summer of 2023 which is the season Im designing for. To develop this concept into something, I finally decided on psychedelia , you can view this on my concept board. To continue, after researching trends through various ways I noticed layering was something that complimented this. Design Ideas that I came up with allowed me to express my identity through Bethany Williams excellently. As I become more acquainted with Bethany as a designer it allowed me to keep her originality but incorporate my own design style. Developing my prints to blend well into my concept became very fun, I experimented with different tools and filters, using the pen tool to develop exciting patterns then played around with various filters. Additionally, adding text to these prints allowed them to have more texture, especially with he dissolve filter. The development of my first print was a block colour print, I did 6 colour variations of this adding to this made the print alot more versatile. As, I mentioned before I wanted to add graphics and text in which I did, these prints were done in 3 colour variations which blended well with the original prints. Lastly, experimenting with these prints allowed me to design garments which therefore related to my concept and trend well Designing the garments became a challenge as I had to consider my trend; layering. So, therefore to do this successfully I had to come up with different ways of manipulating my fabric, as well as considering the positioning of my prints. Layering panels onto the garments along with a peplum design on the skirt and outdoor coat became an effective way of showing my trend. Bethany Williams is known for her hand sewn techniques, she includes details such as embroidery, appliqué, hand sewn beading and so on. To make sure I kept some of Bethanys design identity the panelling on my garments is in the form of appliqué, I wanted to make sure my garments had many layers to them. Having bold prints such as mine allowed me to do this in a very effective way. In addition, when deciding on which prints I’m going to use I had to think which prints we’re going to compliment each other the best, I came up with two colour ways and proceeded to design the garments. This was slightly difficult as I enjoy colliding all my prints but finally I decided on 4 of my favourites and by using the hue and saturation tool I made two different colour ways. Beginning to draw the flats of my designs allowed me to think technically about my garments and add more definition to them, therefore more technicality to the garment. Whilst completing these flats my digital skills improved due to it giving me alot of practice on which to my surprise I pleasantly enjoyed ! I believe I’ve learnt alot from this unit, to making flats to displacement maps its allowed me to explore my digital skills very effectively in which I’m super pleased about. I managed with time pretty well its definitely allowed me to work on my time management which has helped me improve it extremely. Exciting as it was, it was hard work but I loved every minute of it, the designing process was very fun because I was allowed to put my own identity through someones else’s brand, having felt like I’ve collaborated allows me to explore my own design identity further.