From written to visual, my works are reflections of my many facets. More importantly, my inner workings, and the way I think. Take a scroll through!
Redesign - Stella McCartney
I was tasked by my London Fashion Professor at University of Westminster to redesign an existing garment sold by the Stella McCartney brand, using the London Mod Culture of the 1960’s we were learning about as inspiration. This blazer is based on the Mod Suit, with the trademark vegan leather of the brand and a fluffy, sherpa collar popular from the decade.
The skills I needed were incredibly tech based, as I needed to hone Adobe illustrator, inserting patterns, creating my own patterns, historical research, and logistics planning for a tech pack, as if it were to be produced for real.
The process had a steep curve, as Illustrator is as if riding a tricky bike for me; I’m good at it, but my warm-up so to speak is long, and often frustrating. However, this decade and culture of fashion is one of my all time favorites, and carried me through, even if it felt madness-inducing the amount of times I met my tutor for critique.
Key takeaways include this being my greatest improvement in Adobe illustrator, learning the software more. Additionally, balancing creative aspects with logistics planning, as whatever I designed needed to be logically manufacturable in the tech pack, with according instructions.
Written Analysis - H&M Consumer Report
For my Consumer Behavior class at University of Westminster, I was tasked with choosing a major fashion company to write a consumer insight report on. The company I chose was H&M, and I focused on the UK market surveying real shoppers there.
The skills I needed were target market and demographics analysis, data analysis, industry research, academic writing, and communication skills to make the most of my time with surveys who had given me the privilege. This needed to be a highly in-detail report where everything interconnected.
As for the process, it was a bit tedious as I needed to find people who lived in the UK and shopped at the brand, as well as knew whatever questions I formulated would lead the direction of the report, so I had to be sure what I wanted to do. Nonetheless, being able to actually conduct the interviews helped pull everything together and my analysis helped it fall into place.
Key takeaways are that this majorly strengthened my research capabilities in the fashion industry, and being able to better understand target markets, demographics, and psychographics now feels more natural to me and aids me in other skills, like forecasting. Being able to understand the “why” in a consumer’s brain is the key drive of the industry.
