THE CHER COLLECTION
(BA project, December 2020) This Collection is about aesthetic sustainability, with focus on timeless designs and targeting a specific personality, together with the contrast between the sporty and the glamorous. Cher is my muse for this collection, and represents the strong women, and the glamour part of the contrast. The purpose of the collection is to show the world that sustainability has many faces, and also encourage women to let themselve stand out.
CHER AS MUSE
DESIGN CONCEPT
The concept is about recreating timeless classics and about building collections on well-known silhouettes, to create added value for the target group and make the design more durable. Through this, the goal is to encourage people to be more thoughtful before acquiring another piece of clothing. The concept strives to create timeless products that have a longer aesthetic lifespan and are still interesting and personality-enhancing. Fashion can no longer be universal in a world of great diversity.
DESIGN UNIVERSE
The design universe is defined by contrasts. The contrasts arise between the sporty and the glamorous, with the classic as a link. The two style contrasts help to provide another contrast, which is the feminine and the masculine. The feminine which stands for the more sensual expression, and the masculine which stands for the harsh expression. This manifests itself in the design language and the silhouettes which are either close to the body or oversized.
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 on MARIA
LOOK 2 on SARA
