The ideas behind my collection are drawn from two traditionally conflicting areas. One the pages of a slick new fashion magazine an ultimate fashion consumer item that represents the vast array of fashion available for them to purchase, making the items look desirable and the other sustainable, fair-trade fashion which is seen as a hippie fad to the majority. I wanted to combine these two conflicting concepts using the typeface Avant Garde to bring them together. The story is one that promotes human equality, not differentiating between man and women or worker and consumer, and fashion and the environment. These categories have been well established throughout the years pushing each further apart as time goes by.
I wanted to abolish these differences but I didn’t want it to feel like rebellion against ‘the system’. I wanted people who possibly haven’t thought about the effects of their consumption to realize what they are buying and to feel great about purchasing something that will lend hand to the end of slave labor and push towards more sustainable living. I also wanted the garments to have that feeling of exclusivity as well as being sustainable which is why if my collection ever went into production only 150 of each basic garment would be made and only around 90 of each of the outerwear.
The aesthetic was highly dependent on both the unisex nature of the clothes and on the forms created by the typeface and the collections influence from magazine design, thus keeping it minimal and using lines rather than texture or pattern to give interest to the garments. The colours are drawn from a photo taken in Wellington at night by my boyfriend, the photo feels to me how I want the collection to feel, it is minimal and non-confrontational like the lines of typography, it is beautiful.
The collection aims to promote fair-trade fashion, sustainability and unisex. I believe in unisex clothing, it is a lot more sustainable than gender typed clothing, able to be worn by multiple people and is something I practice. If this collection was put into production I would take my production off shore but still have it made fair-trade much like the business models of Kow Tow and AS Colour. The zero-waste pattern cutting would need to be taught to the workers but as the idea is not complex it wouldn’t take an extended training time as they would not be designing the patterns only constructing them. With time zero-waste lining would be made for the zero-waste items. Finishing for the garments would depend on each materials qualities, however the ribbon finish for the trouser side seams would still be used to add that point of interest. My costs would be around $200-$400 for the basics and $600-$750 for the outerwear garments, due to the time spent developing the designs and the higher priced material. My target market are people who invest in long term rather than sort term pieces and care about the impact of fashion, as well as being more experimental with their silhouettes than most. In terms of form and silhouette designers who I feel this collection is similar to is Rick Owens and Gosia from Kow Tow, different ends of the price spectrum, but similar in terms of design and audience. My business model would be similar as I said before to both Kow Tow and AS Colour. The collection is like the photo for which we walked for forty minutes in the dark and cold last winter to take, something that seems hard and somewhat pointless to others, but attainable and well worth the effort.