During the fourth semester of my AMFI studies, I worked on a project called Studio. In Studio, the student is introduced to working and designing within the guidelines of a brand. The student is challenged to deliver individuality and originality, while simultaneously respecting the brand DNA and designing within the commercial parameters of a branded business.
The brand I designed for during this project is Gucci.
Hereditary Refinement
2023
In phase one of Studio, I worked within a team to research and create a design concept for Gucci. In the second phase, I individually developed a collection supported by the concept created in phase one.
View my process in the slideshow below.
This project revolved largely around challenging traditional ideas of masculinity in menswear. In this collection, I focused on translating usually feminine components of garments - like lace, bows, florals, skirts, sheers - to menswear garments. With this, I invite the viewer to break free from outdated concepts of masculinity and femininity. I reference the Etruscan people, who lived over 2500 years ago, and are known for their progressive policies regarding gender equality. In their time, and up until the 1800s, it was common for men to wear dress-like garments, which I also illustrate in this collection.
The collection
For this project, I also created a video to visualise the mood and concept of the collection.
I created a digital visualisation of one of the garments using CLO3D.
Technical drawings
