SS/20 BY ANYA CLAYTON
WHEN TECHNOLOGY TAKES OVER
ISSUE 1
CNTRL CONCEPT PUBLICATION
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER ABOUT US
‘When technology takes over’ is the launch collection aimed at a consumer that feels overwhelmed by the pressures of modern technology. This collection is aimed at a female audience and each look will is made up of a variety of layered garments. This aims to add an element of protection to the consumer, making them feel less overpowered by technology, even if just in a conceptual sense. The collection will appeal to consumers who express themselves with confidence and enjoy the feeling of belonging to a group of like-minded people who also want to share the same message. By wearing garments from the brand, they are saying to peers and strangers that they want face-to-face interactions without the constant use of technology. This promotes the importance of face-to-face communication and knowing when to switch off. For example, adding pockets in less conventional places in the garments may subconsciously persuade the consumer to put down their device when socialising with friends as it is not as conveniently reachable. This suggests to peers that their company is valued by wanting to interact with them face-to-face and not through a screen. Using the idea of layered garments to convey the idea of protection could make the consumer feel safer against the pressures of modern life.
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL SS/20
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
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WHEN
THEY
BRAND VALUES
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
COMMUNICATION INNOVATION
RESPONSIBILITY QUALITY
INCLUSIVITY
COMMUNITY
EMPOWERMENT FUN
CNTRL SS/20
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL SS/20
SWITCH OFF YOUR DEVICE & ENJOY WHATâ&#x20AC;&#x2122;S AROUND YOU
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
WEâ&#x20AC;&#x2122;RE NOT IN CONTROL ANYMORE
- BLACK MIRROR
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL SS/20
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
TAKE CNTRL//
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
BEE EARRINGS £40
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNT RL/
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
BE BOLD
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
TAKE CNTRL//
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER
CNTRL CONCEPT PUBLICATION SS/20 // WHEN TECHNOLOGY TAKES OVER