STUDIO PROJECT 2

Part of our Branding research and comparison

Brand research was conducted not only on the two chosen brands, but also on selected competitor brands. Each brand was compared and contrasted with each other to help us narrow down the selection of brands.  

The concept draws influences from recent cultural shifts, with a rise in number of leaders with fascist tendencies, government restriction, surveillance and censorship. It is illegal in Singapore to protest, thus the name of the concept, as we do not even have the freedom to organise and made our voices heard. This collection also touches on anti-war and anti-consumerism themes.

Design direction:

The Freedom to Revolt concept aims to capture the rebellious energy of youths and encourage more to be politcally active and aware. Blending soft and hard textures, contrasting restrain and unbound, this collection aims to tell the story of historical figures who fought the fight, as well as push future generations to make changes for their own good.

Enfant Riches Déprimés is and has always will be a political brand, with their runway shows having some of the best Mise-en-scène in the industry. ERD is a brand that focuses a lot on world building and storytelling with their runway shows. I tried to show that through all of my concept and inspiration boards. Rather than telling a specific concrete story, or showing a message that can be told in a few sentences, they choose to show you a whole world that tells their story, channelling a vibe, rather than spelling it out. 

Consumer Tribe identification, done after research on both brands target consumers, brand values and design style. 

Material board done to map out which specific textures I plan to use in my collection.

Trend research on silhouette, done via trend forecasting sites like WGSN and magazines like Harper's Bazaar and Vogue. 

Trend research on colour, done via trend forecasting sites like WGSN and magazines like Harper's Bazaar and Vogue. 

We created 40 ideation sketches in total, shown are the 1st 4 in the series. 

Swatches were made to test out various textile manipulation techniques construction methods. Soldering, 3d resin printing, paper decoupage, lacing, and distressing are among the methods tested for these swatches. 

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