LEFTHAND LA X BURN
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Sustainable Techniques By Eng Yi Hui
Collection write up
LefthandLA thrifts clothes/accessories and turns them into one of a kind pieces making it a very sustainable company. It is very heavy on patchworking and each piece sold is definitely a work of art. The pieces from this brand are very feminine and girly. In this collection, I combined masculine and feminine elements in this collection. For the feminine side I gained inspiration from the burn book from mean girls. For the masculine side I will be using studs, chains and zippers. I will also bring in further sustainability by reusing fabrics from old clothes/fabrics from past projects
RESEARCH
Brand Overview: Lefthand LA
Founded in 2012 by Julie Kucharski, Lefthand LA began with Julie’s passion for sewing, which she learned from her mother, and thrifting, inspired by her father. From an early age, she combined her love for sewing and graphic design, experimenting with creative techniques like printing images, mixing glue and water to paint over vinyl, and turning them into patches that she sewed onto garments. Her DIY approach extended to cutting up magazines like Teen Vogue and decorating her furniture and home using Mod Podge-style collages.
Celebrity Recognition
Lefthand LA’s unique patchwork and DIY aesthetic has attracted major celebrities, including:
Beyoncé
Rihanna
Sustainability and Target Audience
Sustainability: Lefthand LA promotes environmental responsibility by reusing thrifted and old clothes, transforming them into creative, one-of-a-kind designs.
Target Audience: The brand appeals to individuals who value sustainability, as well as those drawn to punk, streetwear, and patchwork-inspired fashion.
RESEARCH (Target Market)
Target market: TEENS
KEYWORDS:
Sustainable
Streetwear
Patchwork
Reuse
Creative
Art
Rebellious
This group of people have very rebellious personalities and aren't scared to cross fashion boundaries.
They are also very loyal to fashion brands they buy from. These people usually dress in punk subculture because punk is anti-fashion adding the rebelliousness.
If not they are into very maximalist streetwear. This group of people listen to rock/punk/metal so artist like Slipknot, YOUNGBLUD and Palaye Royale may be a popular artist favourite for them.
They probably drink and smoke when they are free and like to hand out at staircases and along sketchy streets. This group of people could possibly travel everywhere with a motorbike, going pass the speed limit.
CONCECPT BOARD
FINAL LOOK
Designer: Eng Yi Hui
Photographer: KC Eng
Model: Sindhu
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