Within the framework of my contextual research, I developed two areas of focus for my creative practice; female identity with regard to fashion, and the illustrative potential of traditional graphic design. Fashion can be considered an extension of the self either physically or mentally, whereas illustration and graphic design are typically considered as separate. To combine these two aspects, I developed branding for a fashion label inspired by 90s girl culture and designed an associated capsule collection exploring unconventional femininity. The illustrative branding visually complements the quirky aesthetic of the garments, exploring the relationship between fashion, the body and contemporary feminism.
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