Jade Lulaj 2D Design

£490

Broderie Anglaise Jersey Sweatshirt

£735

Cowboy T-Bar

Heeled Sandals

£650

Satin Asymmetric Skirt

£1,250

Zip Front Alter Mat Shirt Jacket

£1,050

Double Satin Strip Hem Dress

£1,295

Double-Breasted Wool Coat

£650

Rewild Doodle

Twill Top

£750

S-Wave Regenerated Cashmere

Cut-Out Jumper

£790

Bird Crest Print Satin

Wrap Mini Skirt

£695

Grainy Alter Mat Crossbody Bag

Custumer Profile:

Name: Emerald Evergarden.

Age: 27

Lives in: Tlanta, Georgia.

Occupation: Nutritional theropist.

Life style: Friendly and approachable.

Hobbies: Voluntury and approachable, gardening, photography, fashion styling.

Omnichannels:

Sustainably:

The Stella McCartney brand values the developmental change on restoring our planet as well as searching for new and improved ways of creating fashion, but with sustainable materials and in general reducing the earth carbon footprint that is especially gone into the construction of clothes. They are guided by these bold values of “making every action count, inspiring trust and celebrating life”. One of the actions that this brand has put in place to better our environment is Mirum fabric, a 100% plastic-free alternative to animal leather, first known scalable. Developed by Natural Fibre Welding (NFW). Stella McCartney has always been loyal to Mother Earth and the environmental communities, so they would never source from animal skin because of the impact on biodiversity loss, as well as the inhumane treatment for animals. One of their determined goals to achieve by 2025 is to have 100% recycled sources. In which Mirum has achieved this through environmental factors but also the social and luxury quality standards. The NFW company has been invested by Stella McCartney SOS Fund to develop Mirum, a vegan alternative, inspiring the rest of the fashion industry to be encouraged to take responsibilities for their own production and consumption, and drive them to find other friendly solutions. Furthermore, Stella McCartney focuses on the negative impacts of conventional farming and agricultural production used. As the heavy usage of machinery, chemicals and the harsh techniques has long-term consequences by leaving the soil in a horrible state as it takes the ability to support life by stripping it of nutrients that then leads to global impacts. The future for Stella McCartney is the ‘nature-positive’ approach to farming to ensure that the process will not destroy land and soil and instead restore it. Some of the benefits that come from regenerative agriculture is; that the soil nutrients are actively restored, it also increases the soil’s ability to store water and carbon, as well as increasing the resilience and reliability of crops, and enhances and increases biodiversity. On top of that, Stella McCartney’s brand has only used recycled cashmere since 2016, along with their knitwear being made certified recycle Re.Verso cashmere. This provides the same impact as virgin cashmere by offering the same soft and insulating qualities , yet the environmental impact is several times lower. For a single typical cashmere sweater to be made it would take four goats to produce enough fibre, however for five sweaters it would take only one sheep as it produces enough fibre. This is an example of why cashmere traditionally is seen as a luxury material to own. In addition the use of cashmere in 2014 accounted for 28% of our total environmental impact, despite only making up 0.1% usage. On the other hand by 2016, they were able to reduce it to 11% on impact, which the brand achieved by increasing its use of cashmere and eliminating virgin cashmere. In conclusion, Stella McCartney’s brand has many other solutions and impressive methods and materials to improve our environmental health, and the well being of animals.

Surreal softness:

Futuristic nature:

Prints Development:

Surface Design 1:

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Surface Design 2:

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Surface Design 3:

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Range Plan 1:

Range Plan 2:

Spec Sheet 1:

Spec Sheet 2:

Logos:

Marketing:

Advertisements:

Socials:

Evaluation:

For this project I was required to produce a digital magazine like lookbook in collaboration with a chosen designer brand to strengthen their sustainable credentials. For this piece of work I chose Stella McCartney because of her inspiring determination to protect the earth. In which I then had to research and work with the brand to produce virtual sustainable designs.In my primary research, I went and visited Stella McCartney’s store in London. The store itself was very interesting with the layout and the comforting environment it gave. Especially when visiting the store I was massively embraced by all the stuffed toys of a variety of animals embedded into the fashion displays. This inspired my creativity to dive into animal friendly designs. I found seeing her work in person and embracing the friendly environment of the store allowed me to get a deeper understanding of their target customers and key competitors. This then led me to do my customer profile based around being environmentally involved in their life. For instance, taking part in animal cruelty marches, gardening, and being a vegan. Later on I used secondary research through Stella McCartney’s websites and social media platforms. In which I learned a more deeper understanding of the brands approach to sustainability in fashion. Also learnt the importance of research to understand the brand better, to carry this knowledge along through the rest of the project and to consider when designing. For this project I decided on an upcoming trend of “Surreal Softness”, this allowed me to do knitted clothing wear linking to Stella McCartney’s use of recycled cashmere. This trend provided me with strong silhouettes to be rounded and soft. As for my concept I decided to focus on “Futuristic Nature”, complimenting the idea of improving our planet’s future wellbeing and nature slowly taking back their planet. The sustainable systems that I focused on in my collaboration, was the “nature-positive” approach to agriculture by improving it to allow it to reform and take care of the soil and its nutrients. Also continuing using only recycled cashmere instead of the virgin kind which improves the consumption and production. The problem solvings I did for this project I faced mostly on the technical side in illustrator in figuring multiple ways in placing prints in closed paths, allowing to increase my understanding. In this project I would improve on my time management and better schedule my work evenly between my other projects. Moreover, to allow more time to tackle my layout until it all compliments my work and stays in theme with my collaboration with Stella McCartney. However, I’m most pleased about my prints in my work as I focused on the idea of nature’s exoskeleton. My target for my next project is to challenge myself in my illustration designs as well as to consider the use of accessories to collaborate together.