OPPOSITES ATTRACT
(AK project, June 2018) This collection is about the contrast between casual and formal. The concept is based on how the leisure trend in recent years has become more and more visible both on the street and on the catwalk. This collection embraces both leisure wear and the classic suit, to create a modern look.
LEISURE MEETS FORMAL
MOOD
The mood of the collection is tied up in the contrast between the hard and the soft expression. It is important for the collection that there is a good balance between the soft and the hard, so that it achieves a modern look.
TREND
The trend is about leisurewear, and emphasizes that the consumer is increasingly asking for the casual garments.
TARGET GROUP
The target group this collection is aimed at is a strong and passionate woman. She wants to express herself through her clothing. She is a first mover, but at the same time stays true to her personal style. She is most likely visible on social media and there is also the opportunity for her to make money communicating her personal style. She is a woman who is hardworking, but at the same time appreciates the good things in life. She values friends and family above all else.
LINE UP & LOOKBOOK
LOOK 1
