portfolio
contents
01 G ra d u a t e C o l l e c t i o n x H & M
02 D o v e r S t r e e t M a r k e t C o l l a b o ra t i o n
03 C o l o u r + Pr i n t C o l l e c t i o n
04 Adidas Collaboration
01 Graduate Collection x H&M
Looking at H&M’s own aesthetics, I see that their designs are often really wearable to suit its high-street market. They also have a very lifestyle approach, which I could see the customer is able to relate to. Whilst my graduate collection is targeted to a high-end market, I used this lifestyle approach in order to tone down my concept and to fit into its high-street market. The diffused concept uses interesting everyday containers as key inspiration, whereby the encapsulated feeling across my graduate collection is still portrayed through this collection. The shapes in this collection has elements taken from the graduate collection but diffused to suit a bigger market, which case it is more wearable and the make is more possible for mass production. This collection is geared more towards H&M’s section targeted for women of 25-40 years old.
02 D o v e r S t r e e t M a r k e t C o l l a b o ra t i o n
Upon research, I found that Dover Street Market had a seemingly androgynous sense across the brands in which they sell in-store. However each brand still showcased their own brand identity through putting across their own themes within the space given to them. With this said, my idea was to design a collection that will fit into Dover Street Market’s overall mood, all the whilst selling my own design identity. The collection would be sold to the more creative-desired, niche and fashion forward market with women aging between 20-40. My concept for this collection is “Fragility�. This was inspired by the organic way certain things turn out to be, whether they are affected by their surroundings or because they were naturally born fragile in the first place. I believe this concept will help highlight my design identity because my design concepts are often in relation to a certain emotion, interpreted through forms and colours. In developing this collection, I wanted to use the masculine-feminine tailoring and silhouettes as inspiration to allow the idea of androgyny come through. I then wanted to take the concept of Fragility and create designs that gives a sense of delicateness and vulnerability. This is implied through raw and fraying hems or using laser cutting.
03 Colour + Print Collection
The mid-level designer/brands I have identified during my research and looked at as inspiration were from Mary Karantzou, Matthew Williamson and Stella McCartney. I particularly looked at how they had made use of their print work and colour across their designs that allowed it to show their own brand identity. Through trend research, I was rather inspired by WGSN Stylesight’s trend, Memory which helped developed the concept Floral Spray. I developed the idea of print designs that have a watercolour painterly effect, emphasising the florals to look soft and sultry, balanced with the use ofsheer blocking. Then further this with colour using shades of berries, dark plums and shades of blue, balanced with a touch of light peachy-ivory, creating a romantic summery ambiance. The shapes of the garments will help identify my style using a more masculine-feminine approach. I also see this approach appropriate for the mid-level market. The target market is women of 18-35 as I felt that the colour choice would be more suited to a younger age group.
04 Adidas Collaboration
As this is a collaboration with the sportswear brand Adidas, I researched on the collaborations that were already on the market with the sportswear brand like Opening Ceremony, Stella McCartney, Y-3 by Yohji Yamamoto, Topshop and more recently Mary Karantzou. It became apparent to me that within the collaborations, designers would incorporate their own fashion handwriting into the designs as well it being designed for the Adidas brand. From this, I was particularly inspired by Yohji Yamamoto’s collaboration as I am generally inspired by his work for many of my other designs. I approached this collection by looking at Tae Kwon Do as it was more familiar to me since all 3 of my brothers practice this Korean-originated martial art. Looking at its uniform, it lead me to also look at Kendo and then leading into Fencing. The details on the fencing uniforms had more of an outlook that I can see my designs interpreted from this. Looking at trends, I found that minimalism as quite an inspiring approach and used detailing to simple shapes to highlight this across this collection The target market is of women and men from the age of 18-45. The shapes and colours would be appropriate for the broad age-gap.