Thursday, April 15, 2010

Sustainable Style

Since the new term began in January, I have been researching into slow fashion and designing for a sustainable brand for Burton Menswear in my Design Development module. This has been extremely interesting as we not only had to look at the world around us and how fast fashion affects it, but we were also made to think about how we affect fashion and how we let fast fashion dictate our lives.

I am someone who rarely chucks anything away, after living in a small town in Lincolnshire for most of my life, I would rarely go shopping (due to lack of time and travel facilities). This would mean I was encouraged to keep hold of the clothes I had and to make the most from them. It also meant when I did go shopping, I'd buy something I loved rather than something that would be liked for a small amount of time. However that doesn't mean I haven't bought things and then only wore them a few times, surely that's is every girl's weakness?

I decided to aim my collection at a young market, to make them aware of sustainable fashion and to give them the option of affordable clothing that lasts longer. After researching into the more affordable end of the market for young adults, I found that Burton Menswear does not currently sell a "sustainable" collection or brand, so I decided to create one for them.

The brand is called Sustainable Style, and is aimed to be stylish, fit in with their usual seasonal collections, but to also contrast towards usual features and stand out as something different but also something good. Below you will find the Customer Board for this brand:

The customer is aged 20-30 years old, and would have a low disposable income. This fashion conscious gent, is creative, appreciative of music, has a great social life and loves to travel, however, he is also very aware of his personal social responsibility. He would choose this collection so that the items would last longer but would be in style with other items from Burton Menswear. The mood for this collection is also the mood for the brand, using natural shapes, features and fabrics. Below you will find the Mood Board for this collection, entitled Natural Nostalgia:

I am currently working on my design development for this brand, including unique features to make garments long lasting, but also very interesting.

Images are from my own camera.

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