Iqra. K. khan
Iqra khadi khad
dijah ijah khan
Blessed
To understand my brand identity, I first had to conduct some selfevaluation, look at myself as an adult today and how my past has made me who I am in the present. I began by looking back at my childhood and the experiences I had growing up. I am extremely grateful for the childhood I had, I come from a very loving family and I think this is reflected on my polite nature as adult. As both my parents taught me from a very young age the value of good mannerisms. I WOULD NOT BE WHERE I AM TODAY WITHOUT MY FAMILY. I moved around a lot as a child, my dad would change jobs frequently, so I bounced up and down the country for some time. Being the new girl in school would was not so alien to me, I was very familiar with the feeling of having to start again. It made me realise from a young age the temporal nature of life. Many people ask me if I resented moving around as a child and the honest answer is no., I knew that my parents wanted the best for our family, and I knew deep down that we would be better off as a result, (I also knew that I get at least get one trip to Toy R Us from it as well.) Whilst my younger years were taken up by hours of fun and happiness, there was a small chunk of my teenage years which shaped me the most. It pains me to look back on this time. I have to remind myself that this has passed, and I am stronger as a result. I was relentlessly bullied in high school. Emphasis on the relentless part. But it wasn’t the TV show popular girl naming calling, it was my own “friendship group” who would do things to make me feel inferior and unimportant and because they did it, other people would use this as a way of validating their own malicious behaviour towards me. This psychological bullying was the absolute worst situation to be in as a shy teenage girl. I felt like I couldn’t tell anyone because I’d sound crazy and I didn’t want to tell my mum and dad as I felt like a burden and did not want to upset them. There were other things going on in my personal life that also caused debilitating anxiety. At this point in time, I was at rock bottom, extremely depressed I didn’t know how to get out, how to make it all go away. I wanted to disappear. I am still healing from this time; I still struggle to trust people and I can be extremely guarded at times. I value honesty and straight forwardness as my brain still can’t distinguish genuine behaviour from malice. As an adult, I am determined to ensure that I do my bit to make the world a better place, I never want anyone to feel the way I felt. Despite this I will always remain greatful for the life I have as I am truly blessed.
I looked at my strengths and weaknesses to begin with. It was interesting to be able to relate each of these attributes to my life experiences. I believe that my resilience comes from facing hard situations in my life and being determined to not let them get the better of me. Another strength of mine is my empathy, I am able to really understand see things from other people’s point of view. This is great for reasoning with other and has also fired this desire in me to want to help other people. I then looked at weaknesses this included having very low self-esteem, being over-sensitive and being incredibly stubborn. I am aware of all of these things and I try my best to work on them, in particular the low self-esteem, I’m aware that it can and has held me back. I am also aware that it originated from my time in high school and being so severely psychologically bullied that it affects me now as a 23-year-old adult. In reference to my stubborn nature sometimes it can be a huge strength and it can often be the driving force for my success; however, I am aware taking constructive criticism with my stubborn nature can be a hard pill to swallow.
Strengths and Weaknesses Strengths and Weaknesses
Strengths When I put my mind to something I am unstoppable Fiercely loyal Kind heart Empathetic Resilient Good team player Listener Leader
Weaknesses Empathetic Overly sensitive Quiet Extremely stubborn Low self esteem
Hear Heart and soul
rtt How safe am I as a communicator? My experience of being bullied as a teenager and growing up as a Muslim British Pakistani in a post 9/11 world made me feel isolated at times. I could never fully relate to anybody, so now in the work I produce I want to share that experience and make others who are like me feel less alone. I’m a very empathetic person so all the work I do has a deep personal underlying message behind it. I would say this is what motivates me to do my best. I wear my heart of my sleeve and that comes through in my work. I want to make a real difference to the world, and you don’t do that by being liked all the time. Real change comes when people change the way they perceive things. This was the main message behind my last project and something I still genuinely stand by.
My beliefs can be categorised into two sections, the beliefs I adopted from my parents and the ones I formed myself throughout my own life. I was taught form a young age the importance of charity and that it extends far beyond donating money. Helping others in any capacity in charity. A simple principal I was raised by “as long as you are standing give hand to those who fallen”- Persian Proverb. In relation to this, I would say that my political views are a reflection of that. During the early 2000s, I watched my Dad go to protests in Trafalgar Square. We even went through a phase of boycotting Nestle products. My dad’s antiwar stance is something that has trickled down on to me and comes down to standing up for those who can’t. As I have grown up, this has belief has strengthened along with my need to stand up for what is right, I am of the first generation to grow up in a world with social media, this is a huge advantage in sharing information and dispelling misinformation. The 2000s saw a huge rise in islamophobia, the mainstream media had a big part to play in this. Now social media is being used by my generation to call out this fake news, consequently aiding the mission for a more co-existent global community.
W do st fo
What o you tand or?
Vogue.com Devianart.com
I may be quiet, but I am a fighter (it’s in my DNA). Despite, my hyper-sensitivity I have this ability to focus and achieve the task at hand, no matter how difficult. After doing some research, I came to the realisation that this is down to my DNA. As mentioned earlier I have Pakistani heritage. The Pathans are an ethnic group originating from Afghanistan, made up of 60 different tribes spreading across Afghanistan and Pakistan. The Pathani people are known historically for their strength, bravery, and resistance to invaders. A quote that I believe sums the Pathani nature perfectly comes from the hunt for Kohinoor, the book states “With love you could persuade a Pathan to go hell. But with force you couldn’t even take him to heaven.” I have always had this overwhelming feeling to protect and cherish those around me at whatever cost. I think this is largely down to my DNA, whenever the road gets tough ahead, I am prepared to fight my way through and persevere.
Are you fight or flight?
My father has always said heroism is in the pathan dnamalala yousafzai
voguerunway
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1 1. MY DAD AND I AFTER I SNUCK UNDER MY MUMS DRESSING TABLE AND SMEARED HER LIPSTICK ON MY FACE. A REMINDER OF MY BLESSED CHILDHOOD, I LOOK BACK ON THIS TIME FONDLY. 2. YSL AUTUMN/WINTER 2020/21 A GLOW IN THE DARK COLLECTION, THIS DRESS DENOTES POWER TO ME.
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3. MY GRANDMOTHERS AT MY PARENTS WEDDING. THEY MEANT THE WORLD TO ME AND I MISS THEM VERY MUCH, THIS PHOTOGRAPH REMINDS ME OF THEIR JOYOUS AND LOVING NATURE, I WANT TO BE LIKE THEM WHEN I’M OLDER.
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4. A TRADITIONAL WEDDING CAR ON THE STREET IN DEHLI. TIMELESS 5. THE SUNSET OVER LUXOR TEMPLE. NO PEOPLE TO BE SEEN AS THE SUN GOES DOWN.
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6. SAFFIYAH KHAN CONFRONT EDL MARCHER AFTER THEY THREATEN A HIJABI. A REMINDER OF COURAGE. 7. OIL PAINTING OF 19TH CENTURY NORTH AFRICAN MUSLIMS WHO CONQUERED SPAIN, FRANCE AND ITALY. IN AWE OF THE LEVEL OF DETAIL, THOUGHT IT WAS A PHOTO AT FIRST. 8. MASJID AL HARRAM, THE KAA’BA AND CLOCK TOWER. FELT PEACEFUL, CRAVING FOR A SIMPLE LIFE
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9. MCQUEEN DRESS, MONARCH BUTTERFLIES APPEARS IN THE HUNGER GAMES. THE INTRICATE DETAILS ARE SO BEAUTIFUL. 10. VIKTOR AND ROLPH DRESS SPRING/SUMMER 19. A REMINDER LIFE IS TOO SHORT TO BE SERIOUS ALL THE TIME.
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I CANT DENY THAT I HAVE MISSED OUT ON THINGS AS A RESULT OF BEING THIS WAY BUT IN ALL HONESTY I DONT MIND BECAUSE FOR THE FIRST TIME IN YEARS I AM TRULY HAPPY IN MY OWN SKIN AND WITH THE HAND I HAVE BEEN DEALT. I THINK BEING MUSLIM HAS PROBABLY INFLUNCED THIS. IN ISLAM WE BELIEVE EVERYTHING HAS BEEN WRITTEN FOR YOU FROM YOUR WEALTH TO YOUR SPOUSE AND EVEN THE FOOD YOU EAT. I HAVE HAD A SPIRITUAL AWAKENING AFTER THE PASSING OF MY GRANDMOTHER’S AND MY FAITH HAS BECOME THE STRONGEST ITS EVER BEEN AND I FEEL SO MUCH BETTER FOR IT, LIKE I JUST MENTIONED. I DONT FEEL THE NEED TO WORRY ABOUT MY FUTURE OR THE THINGS GOING ON AROUND ME GOOD OR BAD BECAUSE IT IS ALL MEANT TO BE, IT’S A PART OF GODS PLAN. IF SOMEHTHING DOESNT GO THE WAY I WANT IT IS BECAUSE SOMETHING BETTER IS WAITING FOR ME. SABR (PATIENCE) IS KEY. I WOULD SAY THIS IS WHAT MAKES ME AN ORGANIC PERSON RATHER THAN A STRUCTURED ONE. I GO WITH THE FLOW. I WILL BLOOM WHERE I AM PLANTED. IN SHORT I GO WITH THE FLOW.
With a new outlook on life
I THINK THIS COMES WITH THE TERITORY OF BEING INCREDIBLY STUBBORN AND BEING TERRIFED OF EVERYTHING WHEN I WAS LITTLE SO MUCH SO THAT I WOULD EVER WARN MY YOUNGER BROTHER FROM DOING THINGS WHEN WE WERE LITTLE OUT OF THE FEAR OF RISK.
Stubborn little princess
I HAVE ALWAYS DONE THINGS WHEN I AM READY TO DO THEM. FOR THIS REASON I WOULD SAY I AM AN ORGANIC PERSONALITY. ALTHOUGH, FOR THE SAKE OF MY ANXIETY I CAN APPRECIATE STRUCTURE AT TIMES AS LONG AS IT IS ON MY TERMS.
Go with the flow
mosc
All images from voguernway
“you are everything at the same time, plain and simple. you’re erratic. very often forgetting to and think rationally. you may be a bit of a quick fuse, always ready to go off or make your case known. however, you do whatever the hell you want and you dare someone to tell you otherwise”
chino
What buildng are you?
IT IS THE TALLEST BUILDING IN THE WORLD OVERLOOKING THE DUBAI SKYLINE, A REPRESENTATION OF MY DESIRE TO BE IN THE KNOW AS A RESULT OF MY ANXIETY. IT IS ALSO HOME TO THE ARMANI HOTEL WHERE ROOMS START AT $600 UPWARD PER NIGHT. MY MUM SAYS THIS IS A KIN TO MY DESIRE/LOVE FOR FINER THINGS IN LIFE.
BUZZFEED.COM
AGAIN AFTER MUCH THOUGHT AND CONVERSATION WITH MY MUM. I CAME TO THE CONCLUSION THAT THE BUILDING I AM MOST LIKE IS THE BURJ KHALIFA IN DUBAI.
Witanddelight.com
CHIC PERSUIT.COM
Blooming where I am planted
JUST LIKE A ROSE I WILL BLOOM WHEREVER I AM PLANTED. I PROVED THAT TIME AND TIME AGAIN AS A MOVED HOUSE MULTIPLE TMES DURING MY CHILDHOOD AND WAS ALWAYS ABLE TO ADAPT TO A NEW LIFE VERY TO QUICKLY. ROSES ARE OFTEN SEEN AS ELEGANT AND SOPHISTICATED. THEY ARE OFTEN ASSOCIATED WITH MYSTISISM AND ARE REGARDED AS TIMELESS.
ME, AGE THREE IN MY GRANDMOTHER GARDEN IN HAYES,WEST LONDON
@SALLIEWHO (IG)
What colour are you?
GARENISTA.COM
I WOULD SAY THAT I AM AN OMBRE, AN OMBRE SALMON PINK. I ASSOCIATE THIS SHADE OF PINK WITH THE WORDS KINDS AND GENTLE. HOWEVER THE DARKER/ BRIGHTER VERSION OF THIS OMBRE AT THE VERY BOTTOM SIGNIFIES THE DEEP EMOTIONAL/MENTAL STRENGTH THAT I HAVE HIDDEN DEEP WITHIN.
Ih pin
hate nk. BLACK IS THE COLOUR OF POWER,STRENGTH AND DETERMINATION.
If money was no object... Sabyasachi lengha ÂŁ5000-11,000
What labels would you wear?
Prada monolith boot Bottega veneta bag
LHR---DBX
What city would you live in?
All images from indiantimes.com
Celeb bff I wouldnt chose a celeb to be bbfs with i’d choose pooja from the bollywood film “kabhi kushi kabhi gham” she is sassy,funny and brutally honest. A true 00’s icon.
The haus of gaga is responasible for all of lady gaga’s outfit. If money was no object I would get them to dress me.
nytimes
Who would be your stylist?
Naomi “When I first met Iqra, I think it’s safe to say we were shy! but after those first few days of uni it was clear we were more alike than I first thought. Iqra is unbelievably hardworking. She puts every effort into every aspect of her work. She is so analytical and conceptual. She applies her own views and experiences into her work to make it really personal and informative. Iqra’s work whether that be a final image or presentation never fails to blow my mind. If I have ever had a problem or query in university or outside, Iqra is the first person I go to. She has this always happy to help attitude that makes her so approachable. Iqra is so positive all the time and that makes her so uplifting to be around. Iqra is so open-minded. She takes on any task with great pride and determination. She really can take on ANYTHING that life throws at her.”
Georgia Creative edgy kind honest respectful Nicest caring person I’ve ever met Lucky to have you as a friend always there whenever anyone needs you also hard working and trend setter
My mum As a child Iqra was a very cautious little girl, though she had a natural curiosity her instincts lead her to be careful. Iqra would like to do things her way, she would only do things when she was ready hence not walking until twenty three months old. She would enjoy having responsibility and being grown up so becoming a big sister was the perfect opportunity. Iqra loved to talk and we loved to listen to her. She enjoyed getting dressed up and going shopping with her grandparents and relished all the attention she would get.
An outsider
Ellie Being a listening ear, a motivator and a very good advice giver , it’s felt like I’ve known you literally forever, you motivate me to try my hardest at anything even if it’s going to work ... we are very similar however different, it’s just a crazy world.. your so hard working and put your mind to whatever you do the passion you have for your work is amazing. It’s been amazing also finding out about your back ground, I’m literally getting educated daily from you, it’s so fascinating, especially a different culture it’s really opened my eyes to a lot of new things.
My dad As a child Iqra was much shorter than she is now and spoke with a squeaky voice. As a child Iqra had some habits that were fairly unusual for a child and surprisingly those habits have become part of her personality as an adult. She didn't like to be given chores but if you were tidying up something Iqra would love to come along and help. I first saw this when Iqra was about 1.5 years old and she was crawling about the floor round her grandparents house. Her grandfather decided to tidyup and put a drawer full of knick-knacks onto the floor. Iqra's eye light up and she bum shuffled to her granddad and looked at him for permission to help. She still does this now and the bum shuffling. Iqra likes to go out to new places and explore. Not on her own but with her family. She likes to experience new foods and restaurants and likes shopping at new places. Also, as a child she did not like to jump or do Tae Kwon Doo, which I forced her to do. One day she was telling me she was not well and did not want to do TKD but I did not believe her until she was sick on me. FYI I DO IN FACT KNOW HOW TO WALK NOW
perspective
An inner I just need to take a leap of faith and believe in myself
perspective I AM SHY? I PREFER TO LISTEN TO OTHERS AND TAKE IN WHAT THEY HAVE TO SAY, I’LL TALK WHEN I HAVE SOMEHTING TO ADD THAT WILL HAVE A PURPOSE. I DON’T DO SMALL TALK. I LIKE DEEP CONVERSATIONS THE KIND HAD LATE AT NIGHT AMONGST THE CLOSEST OF FRIENDS AND FAMILY. I HAVE NERVOUSNESS ABOUT ME, AN ANXIETY I’VE HAD FOR AS LONG AS I CAN REMEMBER. BUT DONT BE FOOLED I AM STRONG. INCREDIBLY STRONG. I HAVE GONE THROUGH TEST AFTER TEST, ALTHOUGH THEY WERE HARD AND THERE ARE NIGHTS WERE I HAVE CRIED MYSELF TO SLEEP. ALTHOUGH MY SELF-ESTEEM HASN’T BEEN THE BEST. I HAVE BEEN PRETTY HARSH TO MYSELF AT TIMES. ONE THING I AM EXTREMELY PROUD OF IS MY INNER STRENGTH/ STUBBORNESS. IN SOCIAL SITUATIONS I HAVE IN THE PAST, STRUGGLED A BIT, IT’S GETTING BETTER, BUT THERE WAS A TIME IT WAS PRETTY BAD. I HAVE ISSUES TRUSTING PEOPLE, IT TAKES TIME FOR ME TO OPEN UP TO OTHERS. I’VE ALWAYS BEEN BAD AT READING PEOPLE IT’S GOT ME INTO STICKY SITUATIONS WHEN I WAS YOUNGER. AS I HAVE GOTTEN OLDER I WOULD LIKE TO THINK IM BETTER AT THIS NOW. I AM AN EASY GOING PERSON, I DON’T CARE ABOUT WHAT OTHERS HAVE TO SAY ABOUT ME , NOR DO I SEE THE POINT IN BEING BITCHY ABOUT OTHERS. THERE IS JUST NO POINT IN RADIATING NEGATIVE ENERGY. I CRAVE A SIMPLE LIFE ONE WHERE MYSELF AND THOSE WHO I CARE ABOUT ARE HAPPY AND SAFE. IN FACT, I WISH THAT UPON EVERYONE. WE ARE ONLY IN THS LIFE FOR SUCH A SHORT PERIOD OF TIME, THERE WILL BE A DAY WHERE WE WILL BE HELD ACCOUNTABLE FOR WHAT WE HAVE DONE ON THIS EARTH. THIS IS WHY I BELIEVE THAT NO MATTER HOW AWFUL OTHERS TREAT YOU TO NEVER GO DOWN TO THAT LEVEL ALWAYS BE KIND. I WILL NEVER CREATE A FAKE PERSONALITY FOR MYSELF WHETHER THAT BE IN REAL LIFE OR SOCIAL MEDIA. ONCE I GET PAST THE WHOLE TRUST THING I AM AN OPEN BOOK. I WILL ALWAYS REMAIN TRUE TO MYSELF AND MY BELIEFS. I MAY HAVE DAYS WHERE I AM IN A STROP (USUALLY BECAUSE IM HUNGRY OR SLEEP DEPREVIED) BUT I ALWAYS JUST WANT THE PEOPLE AROUND ME TO HAPPY AND FOR THEM TO KNOW I AM ALWAYS HERE IF THEY NEED ME NO MATTER WHAT. I AM INCREDIBLY GREATFUL FOR WHAT I HAVE AND I WILL NEVER BE ABLE TO PUT MY GRATITUDE INTO WORDS BECAUSE I AM SO OVERWHELMED BY LOVE. I AM LEARNING TO NOT LET THAT VOICE IN MY HEAD THAT HAS IN THE PAST COMPLETELY SHOT MY SELF-ESTEM NOT RUIN THE FACT I AM SURROUNDED MY PEOPLE WHO DO LOVE ME AND DO ACRE ABOUT ME. I AM NOT A BURDEN ON ANYONE. I HAVE TO BE HONEST, SOMETIMES I DO THINK THAT PEOPLE ARE ONLY PRETENDING TO LIKE ME SO ACTUALLY HAVING TO ASK MY FRIENDS WHAT THEY OF ME HAS BEEN A MASSIVE CONFIDENCE BOOST. I AM OF COURSE A PRODUCT OF MY ENVIRONMENT, THE WAY MY PARENTS RASIED ME AND THE THINGS I HAVE EXPERIENCED IN LIFE HAVE SHAPED THE WAY I AM TODAY. EVERYTHING HAS HAPPENED SO I COULD BE THE PERSON I AM TODAY, WHETHER THOSE BE GOOD THINGS OR BAD THINGS THEY ARE PART OF A LARGER PICTURE.THAT HAVE MADE UP MY 23 YEARS OF LIFE SO FAR. I AM STARTING TO UNDERSTAND AND ACCEPT THINGS THAT HAVE HAPPENED IN THE PAST I HAVE GONE THROUGH A PERIOD OF GREAT HEALING, BEING COCOONED AWAY FOR 6 MONTHS. BUT NOW IT IS MY TURN TO BLOOM AND BLOSSOM INTO A STRONGER BETTER VERSION OF MYSELF.
A butterfly leaving the cocoon This brand me book represents the journey of my life. A way for the outside to see the busyness inside my brain. It is optimism the joy for life I have. The many blessings I am so grateful for. But there is more to me. I’m not a child anymore I’m a grown woman. I finally feel like I am ready to tak on the world I feel like i’m able to use my full potential after years of bottling it out of fear of failure.
blessed
Missguided
After watching the Channel 4 Docuseries on Missguided, I was able to formulate a better opinion on the brand. As an E-commerce site it was clear to see that the biggest aspect of the brand was its identity. As it sits in the fast fashion market, the turnover for new products is very fast paced with 100s of new items being added to the site daily. Social media is a key toll used in the brand’s communication strategy. They pay a high price for influencers to join their campaigns as seen in the documentary. The brand made a loss of 28 million in 2018 after they were found guilty of unethical practice in their supply chain. They repeatedly mention the loss throughout the series but never mention as to why. Instead we are shown a rather staged visit to a Leicester factory, in which CEO Nitin Passi is seen liaising with an official who is there to audit the factory. A claim is made by Passi about how the clothes on the site are produced in the UK now. However, I myself have bought items from Missguided over the past few months that have “Made in Pakistan” and “Made in Myanmar” on the tag. Inconsistencies such as this led me to believe more and more that the docuseries was just a propaganda exercise to rekindle their damaged reputation. There were some good points to note, like how hardworking the team seemed to be and how they are all invested in the brand. Ultimately, I was left disappointed by the way in which they skirted around such a big issue like ethical practice.
Fashion for bank robbers Fashion for bank robbers is an Instagram account created by German mask maker Carina Shoshtary. Created in 2018 the Instagram account showcases a whole range of mask and head pieces of intricate design. I love the aesthetic of the page it is very rich in detail and displays unique visionary aspects I’ve not seen before. However, upon further investigation I realised that it is not something I could relate to. I know that I am not a visionary person, the whole nature of visionary story telling often revolves around contemporary abstract narratives. As someone who appreciates honesty and simplicity because of my past I find it hard to identify with this market level. I wear my heart on my sleeve therefore I appreciate communication that comes from the same place, a no “nonsense� (for lack of a better word) approach. It is the one and only thing I valued from the Missguided docuseries was the way they were straight-forward with the campaigns produced on the show.
The fabricant is a Dutch brand that specialises in digital clothes, they describe themselves on their website as “operating the intersection between fashion and technology fabricating digital couture and fashion experiences, always digital never physical”. I believe the fabricant is a response to the over-consumption of clothing perpetuated by the fast fashion industry. I am truly fascinated by the concept of digital fashion, I think it is ingenious and will revolutionise the way we consume fashion, whilst still giving people the variety they have grown used to having. In my eyes, this is the first step of Augmented reality integrating with our real lives, there is a potential that this is the solution to the fast fashion issue and that excites me very much.
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The fabricant EXPLOIT YOUR IMAGINATION EXPLOIT YOUR IMAGINATION EXPLOIT YOUR IMAGINATION EXPLOIT YOUR IMAGINATION EXPLOIT YOUR IMAGINATION EXPLOIT YOUR IMAGINATION
Immediately when looking at the photographs from this collection I knew it was shot by Tim Walker from the whimsical and dreamy style. The story told within the photos can be interpreted in so many different ways, yet it fits in so well with the times we are living in. Heaven on earth, the desire to create a haven on this world, whilst it seemingly falls apart. I love how Virgil Abloh has put a new spin on Louis Vuitton and has made it more appealing for a younger generation. Again, you can tell from the style of the garments they were designed by Abloh. From looking at this collection t made me realise the importance of brand identity as at first glance I was immediately able to pick out the works of Abloh and Walker.
Louis Vuitton Fall/ Winter 2020
The anti-fashion trend is all about not following trends. Yoji Yamamoto himself even says in the film “I don’t chase trends”. In some respects, I feel a connection to the anti-fashion movement as in my own style I do not follow trends. The deconstruction, oversized garments with flat shoes and messy hair were revolution in the 90s. In comparison to the Versace gold overload. Rei Kawakubo believed in opposing the message of the mainstream fashion at the time. Women no longer needed to be submissive to men, they should be assertive in the new way they dress, “like boys” or rather Comme des Garcon. The anti-fashion movement shocked the world and received much critique as it was so different to its predecessor. Also, a part of the movement was the Antwerp six, amongst this group was Martin Margiela, he started out as an assistant of John Paul Gautier who described him as the “best assistant he ever had”. Ann Demmeulermiester mad clothes that she believed made people feel good they again, were a contrast to the power dressing of the 80s. the whole antifashion movement was about going against the grain and changing the way people perceive fashion.
Anti-fashion
Eden strived to take after his father who was an architect. Sadly, his father died when he was just 2 years old. He is a strong believer in social justice and has even been to the houses of parliament to discuss genderless clothing. Eden had no formal qualifications prior to university however Ravensbourne took a chance on him and offered him a place on their BA hons fashion course. whilst at Ravensbourne he interned with Giles Deacon and Grace Wells Bonner.
Eden Loweth
Eden Loweth is a creative and was one half of Artschool. For the first time this year he stepped out on his own to promote his first solo collection. A graduate of Ravensbourne college Loweth started Artschool with partner Tom Barratt. The brand gained fast popularity due to their take on genderless fashion.
Charles Jeffrey is of Scottish heritage hence the use of plaid throughout his work. Jeffrey has worked with the likes of Tim walker and was also a Ravensbourne graduate like Eden Loweth. He worked as a design assistant at Jack Wills during his time there to save up for an internship at Dior in Paris. His work is heavily inspired by club kid culture, he uses bright clashing colours paired with traditional plaid prints throughout his work. I like how his work shows his heritage and how he puts a spin of using bright colours with more traditional plaid prints.
loverboy loverboy
Charles Jeffrey
Chapter two
Brand loyalty: The trust a brand has built between themselves and their consumer. A loyal consumer is a good way of spreading a brand message and enticing others into the brand. Brand integrity: The values the brand has and how they uphold them. For example, the issue of sustainability, do they promote linear manufacturing or circular etc. Brand honesty: In simple terms do they do what they say on the tin. I then wanted to research deeper and find two brands that I believe fit this criteria I have created. I chose to look at Pangaia and Ahluwalia Studio as they both align with the values I’ve listed above.
this is me
Upon further understanding myself I was able to highlight the brand characteristics I value the most, they are:
Brand direction
this is me
I went to the brands Instagram page to see how they communicate their values to the consumer. From doing this research I found that they are very keen to promote the new materials that are engineering. One of their latest ventures is a pair of trainers they have launched on the website that are made from grape leather and unwanted industry waste. They are committed to sustainable solutions and are transparent in their practices. On the website you can find a QnA section that addresses any potential concerns that may be had. The level of detail they go into to cover all basis of their practice indicates they are very transparent with their customers and have nothing hide. They are committed to their cause and to making a positive change to the earth. Even the brand name “Pangaia” as the website states is representative of the brand ethos. “pan” meaning all-inclusive and “Gaia” meaning mother earth. They have even broadened their range of products away from clothing and have also recently launched a notebook made from bamboo and sugar cane. This indicates to me that perhaps they are looking to develop into a lifestyle brand. I am usually very sceptical of brands that claim to be sustainable. As in some cases it has just been a marketing tick box exercise. However, in the case of Pangaia they seem to be 110% invested in the cause. They have a team made up of both scientists and designers, they donate to charitable causes and they are open with the consumer on their sustainable practice. The way they market the brand makes me want to invest in some of their products even in spite of the high price point as their marketing suggests that the products would be of a high quality. They are a relatively young brand, so I am excited to see how they grow and develop in the future as their consumer base grows more. I value the honesty of Pangaia, it is the type of brand I would like to work for in the future. One thing I have learnt about myself is how much I value brand integrity and from what I have seen of Pangaia I feel it is a very positive brand with a dedication to make a genuine change for good on earth, something I also stand for.
pangaia
ahluwalia
I feel a personal connection to Ahluwalia Studio as Priya grew up in west London and would frequently visit Southall, the subject of her most recent book, jalebi. I also grew up in west London and share similar nostalgic memories of Southall. Her brand highlights her love of vintage fashion and uses deadstock from other brands to produce looks inspired by her Indian and Nigerian heritage. Her works have won a handful of prizes since her 2018 launch.
sweet lassi Sweet lassi was the first book written by Priya Ahluwalia. It is about the textile landfill and second-hand clothing.
She noticed on a family trip to Lagos, Nigeria a man wearing a 2012 London marathon t-shirt. This opened up a world of questions regarding textile waste and secondhand clothing for her. She then went on to visit Panipat a city close to Delhi, India. It is regarded as the garment recycling capital of the world to see what was happening in these recycling facilities. The images throughout the book of landfill sites across the world filled with textile waste put into perspective the effects the fashion industry and throw away culture has had one the world. Consequently, it highlights why Ahluwalia uses deadstock and vintage pieces in all her collections.
Sweet lassi is the introduction for her spring/summer 2019 collection. That is made up of old garments she collected whilst writing the book.
What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values? What do I really want? What is my purpose? How does my research fit my values?
I know I sit within a place that promotes good living and encourages positive change. Invest more in your life because you only have one shot on this earth.
I want to make a real change in the world. I have this overwhelming urge it is my one true purpose to do just that. I want people to feel good in all aspects of their lives. I want our planet to heal and thrive so that we can heal and thrive. After doing my research, I was drawn to the multiple issues within the fast fashion industry. I want to help to fix the multitude of problems within the sector. I’m drawn to the stories behind Ahluwalia Studio and Pangaia as they tell a story of improvement and innovation. They look at how we can fix a problem within fashion that we have created.
integrity honesty loyalty
From my research I've learnt a lot about myself I wasn't aware of. Below the quiet exterior, is a voice that wants to be heard, I have never regarded myself as confident or brave,which has made branding myself extremely difficult. But upon further investigation I've realised this is my driving force the desire that is hidden deep within to make a REAL difference to the world. I like this straight forward and honest, as they are. As a brand I value honesty, loyalty and integrity the most. It's the things in life with real grit and soul behind them that catch my attention the most. Which is why as a communicator I use words to make sense of the visualisations in front of me. I don't do small talk, I do deep conversation that makes you see things in a new way. I sometimes find images to be too superficial and it's the words that have the heart behind them.
this is me this is me this is me this is me this is me this is me
typeface TYPEFACE
typeface
I am drawn to these two fonts as they are timeless. Ariel will be my sans serif font as it is clear and easy to read. Old English text is my serif font and will be used for headings and points I wish to emphasise. It is also a nod to my childhood and my past love of the gothic aesthetic. It is a powerful font that is bold and denotes authority.
SANS SERIF
serif
Tony green illustration masterclass
I was able to analyse the images I drew during this workshop to better understand the visual element of my brand identity. The images I drew were often drawn in warm/neutral tone colours with harsh black lines running through them. Although they were drawn with mellow colours the overall images are bold and striking as a result of the harsh black line work.
Throughout my research I have been particularly been drawn to green, which according to colour psychology is a representation of calmness and serenity. It is often a colour associated with calming down emotions or improving mood, aside from its obvious connections to nature. I found this interesting to note as I would regard my self as a calm person. I created the mood board on the right at the start of my research. Titled “metamorphosis� it is all about becoming the best version of myself it uses neutral tones to denote a fresh beginning to an even more wholesome life. i want my brand to reflect this sentiment and I feel these colours do that best. I then looked into the denotation behind the colour black. Power, confidence, and strength were some of the words associated with the colour black. Looking back at my life the use of black has been constant in my work. I now understand it is the subconscious representation of the courage that comes with the deal I’ve made with myself to always be 100% authentically myself, no matter what.
colour colour
colour
colo colou
our ur
Himmat is an urdu word meaning courage or emotional strength. My brand is all about defying the inner fear and anxieties one may have to stand up for what is percieved as right.
I think i’ve found my purpose
My brand is about strenght and resilience, it is about defying inner fear and insecurities to speak up for what is right. I may not have realsied it to begin with put everything tht I am drawn to whether it be the colours or fonts I use in my work are a representation of power, that is why I chose to name my brand himmat studio. Going forward I want my brand to be about people, I have began doing research on the social ethical issues within the fast fashion industry. I want to be part of the solution to revolutionise the supply chain and ensure that those involved in the manufacturing of our garments are treated fairly and to expose and educate people on the malpracice going on within the industry.
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