press pack by
MUTE Beth Anna
press release
online platforms
MUTE mute is a fashion brand established by fashion communicator beth anna Peacock. mute was curated in 2015 with the intention to break away from the generic conventions of minimalist fashion, using concepts and different aspects of fashion communication to do so. designs have been created and manufactured using inspiration from oversized, minimal trends. beth Anna aims to develop a clear brand identity, that challenges the minimalist trend, and conceptual fashion communication. the first collection from beth anna, entitled mute was inspired by her ideologies towards minimalist fashion. mute displays a clear black and white colour palette and also features key design elements throughout the collection that have been heavily influenced by typography and geometric shape. the typographical characteristics derived from a great understanding of typesets and how they work from a design and print point of view. throughout the development stage it was a key objective to create a clear and strong brand identity, that could be synonymous with the brand name. through this clear understanding the finished collection boasts a unique and complimentary variation to the traditional minimalist themes that has been previously explored in the industry.
www.bethannamute.com
for all enquiries please contact bethannapeacock@gmail.com
@bethannapeacock
www.bethannamute.com bethannapeacock@gmail.com 07718334838
up and coming designer interview A brief description of your style and the way you design/ target customer e.g demographic, gender, style, trend? I’m currently working on a brand based on the theme of minimalism, entitled MUTE. I chose this theme to reflect my personal style, I wouldn’t say my style is very daring when it comes to fashion, as I like to keep to a mainly black and white colour palette with a grungy, minimal style. I believe I work best when I can personally relate to the things that I am creating so when establishing my collection, I wanted it to reflect my personal style. I aimed MUTE mostly at the female market, although the garments I have made are very oversized and I wouldn’t be apposed to men who are trying new things too. Where would you hope your designs to end up/ which store (preferably somewhere based in Manchester)? The key target store for this collection can only be described as high end high street. The original aim for the brand was to eventually fit in next to existing brands like Cos and Whistles as a second floor concession in Selfridges. I understand this is something very out of my reach at the moment but I guess it’s something bigger to aim for in the future. What is your favourite thing about fashion in Manchester e.g key trends, inspiration for designs? I think Manchester has always had a very strong, individual style when it comes to fashion. I do feel however that recently high street stores like Topshop and Primark are completely taking over, especially in the young adults wardrobe. I think it’s become impossible to nip out somewhere without bumping into someone wearing a piece from your wardrobe! Although, I do believe that because everyone has a completely different fashion sense, you could be seen wearing the same piece from Topshop or Primark but it doesn’t mean to say we are all morphing into each other, as I believe we are all stylists in our own right and we have the freedom to style ourselves in a completely different way. Saying this, I do love that Manchester really supports local boutiques and vintage shops, I think this really helps bring back some individuality to our streets and provides people with the ability to purchase a range of different styles instead of just shopping one trend in one high street store. I also think it’s great how unisex clothing is becoming a big thing now. Selfridges have just opened a unisex concession called Agender, and Manchester was one of the first stores to pick it up. I think this says a lot about Manchester as a city and the people who live and shop there, and allows people who don’t want to be linked to just one gender, be free with their fashion choices. What do you think sets apart Manchester from other cities? Studying in Leeds allows me to create a different view on fashion, especially from different cities. It’s always nice to come home and see how different the fashion trends are in Manchester. I genuinely believe that people in Manchester are more willing to experiment to stand out from the crowd, especially in the city centre where there is a lot more choice when it comes to shopping. There’s also a great rise in the popularity of street style, this gives people the opportunity to be more free! I don’t like it when people take fashion too seriously, fashion for me is about being yourself and not worrying about what other people are going to think of you. What is your favourite trend at the moment? My favourite trend at the moment is minimalism, it has been the same for a long time and I cant see it changing much in the foreseeable future. I think in itself, it’s such an everlasting trend and can be adapted and changed to fit any market, store and trend. I don’t like to think I’m stuck to one trend though, I’m completely open to trying new things. I will never not buy something because it doesn’t fit in with the trend I’m into at the time. If I saw something bright and girly that I completely fell in love with, I’d buy it and fit it into my wardrobe with my own individual style. What would you say your style is? Trends as examples. At the moment, my style is very minimal, yet quite grungy. I’m all for pairing an oversized white t-shirt with a washed pair of ripped jeans and my favourite docs! I wouldn’t say I necessarily follow specific trends at specific times, I just tend to buy what I like at the time and style it up with my existing clothes. I think anyone who’s into fashion has to be a mini stylist at heart! What is the future for fashion in Manchester? Do you think it will become more noticeable? I think Manchester Fashion Network has really benefited us here and helped put us on the map. They keep us up to date with the latest events, sales, blog crazes and is also a great platform for recruitment into the fashion business and it’s all based in Manchester! What events do you hope to see in Manchester in the future? A more high end fashion week? More fashion based events? I think Manchester is becoming more noticeable on the fashion scene due to events like Vogue’s Fashion Night Out and, again Manchester Fashion Network is great for keeping us up to date with what’s coming up. I do think Manchester could really benefit from more events based on the smaller, independent companies to raise more awareness and customer profile for them. I think Fashion Week is perfect as it is, in London as this is the home of
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materials I created a conceptual zine and a breakdown of the outfits in a short lookbook along with other promotional materials. here are the cover images of both books. other promotional materials include business cards, postcards, styled photographs, swing tags and selected gifts, all of which can be found in the physical press pack. a brand identity has been established through the use of typography, colour and working style. please request photographs of all promotional materials at bethannapeacock@gmail.com
mute zine
mute lookbook
the looks
the films
mute lookbook four
art direction, garment design, styling // beth peacock direction, cinematography // dan williams
contact www.bethannamute.com bethannapeacock@gmail.com 07718334838
MUTE Beth Anna