The purpose of this brand is to raise awareness for women’s rights for the future. ‘Discretion’ came from the trend ‘feminism’ where there is still a problem in society for equal rights, body shaming, etc. This brand will target that, bringing political and ethical fashion even if it causes controversy. This brand has been inspired by the women’s historical movements such as the suffragettes, the women’s liberation movement, the 70’s unisex movement and the 90’s-baggy androgynous style. The aim is to empower women with street style clothes with typography printed garments and embellishment, with added frill for a feminine touch. Some garments involve hidden messages making it personal for the consumer. ‘Discretion’ will be based on millennial consumers as they are new and upcoming and more likely to follow current trends.
Paige Spence