Concept

1. an abstract idea. “structuralism is a difficult concept”

One of the main values behind my work is concept, the idea of creating a new entity that we haven’t seen before, be it digital and conceptual. Taking inspiration from artistic designers and creators as I think this is really important when it comes to creating. That we look at more than just fashion for our ideas. For example, architecture or art pieces themselves, because they can offer different ways of telling stories than we’d typically see in fashion and I think this is where we create something new within the industry, through the combination of other industries as well.

One of the main reasons I gravitate towards digital fashion, is the opportunity, the availability to defy physics, the world as we know it and when creating digitally, we can reimagine everything we’ve ever seen before. So those first concepts of a new runway show, or a new collection for Craig Green, could be a reality, in terms of creating those abstract shapes and motion that in the ‘real’ world we wouldn’t have ever previously seen.

Another approach to concept is the idea of challenging how people view what they are consuming, creating a narrative that takes some ‘reading between the lines’ or flipping the script completely and I think this has endless possibilities also. Having that added narrative as well as the visuals is something I’m trying to achieve. I think creating something that has visual value in the immediate effect and then something that can also change with age or even within this journey itself. Something that will be repeated is the idea that this work is part of a methodology of how we can consume digital fashion, bringing conceptual streetwear into the metaverse, but not how we once knew before, but something completely new.