Project INTRODUCTION
This project 'I am Fearless' encourages us as designers to take inspiration and develop a collection with a foundation in sustainability and construction. Starting off with supplied garments and materials, the aim was to develop a line up and make an outfit from the original garments/material.
My Collection "Ur[BAN] Crush" is a street influenced, energetic, series of garments that express the culture of 90's and early 2000's hip hop and street culture combined with the atmosphere of the urban dark nights in Tokyo. These influences were sourced from Superdry's brand history and growth story that has been explored in my market and brand research in Phase 1.
Our challenge has been to combine Superdry's brand and my own unique design style together to create a collection, my style is strongly influenced by hip hop fashion, combining urban and smart wear together and taking a strong opposition to the fast fashion practices seen around the world.
The collection I have created successfully combines my style with Superdry's using our shared sustainable values combined with my street design culture and their energy brand profiles.
A.W Ur[BAN] CRUSH LOOKBOOk
Ur[BAN] Crush draws on the inspirations of those who are immersed in culture and always on the move. Originally inspired by Wei Han's directing of 'Another Good Person' by Charles Fauna music video. I was drawn to the dark of the night and breakthrough of light, colour and movement to express emotion and relationships between people and environment.
This edgy collection utilises style and function, which is all so important to the customer. It combines Superdry's energy aesthetic as well as my own style which incorporates influences from street and hip hop vintage culture.
