In 2019 we live in a world where inclusion should be second nature, but this doesn’t seem to be the case for streetwear culture and the industry that surrounds it.
Labelled by many as a “boys club” streetwear has continuously segregated the females who show an interest and knowledge within the culture. It’s an industry where women have to put in twice as much effort to gain the respect of their male colleagues and are looked down on if they wear too much makeup, or dress against the stereotypical “tomboy” aesthetic. If you think you know about trainers, you don’t. If you can recall a 2014 Supreme release, it’s confirmed by a google search and gasps. There’s no worldwide recognition that females have the same knowledge as their male opponents, and it’s a heavily intimidating market where big brands such as Supreme and Palace continue to see girls as props instead of people. So who are the females in streetwear? What are they doing? What are they wearing? What do they know?
SKRT. is a female streetwear magazine aiming to provide recognition and representation to the female streetwear market. It has been created and curated to provide a platform of representation and recognition to females within streetwear culture. Its aim is to be informative, allowing those new and old to develop interest and insight into the brands, the people and the streetwear community. There are barriers that need to be broken and SKRT intends to break them by being inclusive and creating a platform that champions the streetwear female presence.
Streetwear isn’t just a boy’s club, it’s for girls of all ages too!
Throughout the chosen pathway of Retail Management, I have been able to pursue my strengths in detailed Presentation and CAD design. Design and style have remained key aspects of the course in which the first two years have informed and prepared me for Retail. The retail pathway in particular, has developed my understanding of buying, marketing and merchandising and how to create a strong and consistent visual fluency throughout roles.
FACET NIGHTS - I have chosen to begin my Digital Portfolio with my favourite samples from a collection called Facet Nights. These samples were inspired by the work and aesthetic of Tom Dixon designed to complement his statement lighting through large scale prints and wallpapers. I chose precious stones for primary research to gain inspiration for textures, detailing and layering, all of which helped inform and develop a bold colour palette.
JOSEPH - A Visual Merchandising & Display module based on the luxury clothing brand ‘Joseph’. The chosen event that the display would be created upon was ‘Ocean Liners Speed & Style’, a V&A event exploring historic artefacts. Through my research I found similarities between the clothing worn at this time and the detailing found in past Joseph collections, which helped influence clothing chosen for the windows. Working alongside the mannequins, large scale chain props, ropes and sails were applied to draw customers inside.
WHISTLES - Buying & Marketing module for Clothing brand Whistles. I saw a gap in the market with this brand and a rising popularity within Nightwear in general. I began by designing a luxury nightwear collection for Whistles, providing a limited-edition clothing line for them with the marketing campaign of "Unwind with Whistles." Whistles’ target market was of a more mature age range and therefore marketing for this collection remained the same in magazines & emails. To target a younger consumer, more frequent marketing was used on social media platforms, blogging and in store only student discounts were created to increase store footfall.
SWOON - Design and Marketing project for furniture brand ‘Swoon’ creating an AW/19 collection using natural materials that aim to achieve the wellbeing of consumers.
Inspired by WGSN’s ‘Purpose Full’ trend and key elements of Biophilic Design, Euphoria explores the luxury brand that is Swoon and combines its contemporary designs with natural materials. The concept throughout the development of these designs were to use soft round edges along with streamlines to create a contemporary and relevant collection. The benefits of using natural materials is of a wide range but most importantly its aim is to achieve wellness within people. Swoon is for the home obsessed and therefore the concept was well fitting to the brand. With this in mind, the marketing strategy was clearly set, and it was important to do this for the brand effectively through social media, events and relevant collaborations.
To design and merchandise a collection of essential nursery furniture for Oliver Bonas Spring/Summer 19
This project combines skills from both Retail Management and Printed Textiles. Focusing on buying and merchandising the aim is to create an interior collection for Oliver Bonas, influenced by S/S 19 trends. Research has been developed into a collection of contemporary prints for the branding target market. Using Mamas and Papas to access the children's market and Oliver Bonas' take on trends and pattern, this collection creates a unique range of introductory products for new parents. An enticing window display for Oliver Bonas compliments the brands aesthetic featuring Mamas & Papas products to make the collaboration key. The theme continues in store with consumers finding the range in an easy to shop section. The products will be easily recognisable with branding that has been created for the collection.
Throughout my time at university I have gained knowledge and skills that have prepared me for my future career as a potential buyer. These skills include a good understanding of the different sectors within textiles design: Embroidery (primarily), print and constructed textiles. As well as the business aspect such as visual merchandising, buying and marketing. And also I have a enhanced my skills on editing software such as photoshop, InDesign, sketch up, illustrator and other software related to my field.
I have furthered my knowledge in retail as I have worked as a Sales Assistant in the past, and have also carried out a placement within Debenhams, in which I was shadowing management, experiencing being a part of the visual merchandising team as well as the personal shopper team and the general womenswear department.
These experiences enriched my desire to work within retail management. I am motivated specifically to become a buyer as I have always been fascinated by the role and what it entails, and with the skills I have developed along with my passion for trends and innovative designs I feel I would thrive if given the opportunity.