A fashion collection and communication strategy that draws attention towards communal creation and collective creativity. The design process is inspired by the creative work of my friends.
As COVID-19 and the first lockdown occurred I tried to find a possibility to still feel connected and give them a task to stay mentally sane. Therefore I sent ‚creative packages‘ that included different pieces of fabric, a letter, a handwritten survey, and a QR code that leads to an informative video. I asked them to embroider, paint, glue, etc. on the fabric and let their creativity flow. Giving them a hands-on task created space for the healing effects of handcrafting. The results are the inspiration for further design development.
Directing the photoshoot I choose to walk around my hometown Passau/Germany and take pictures of my favorite places where life was slowly about to come back. The models are also knitting and hand embroidering in public places to highlight the creative intake of the collection as well as showing that craft has a very important value.
Communicating this project on Social Media I chose to work with fun and vibrant colors to display the playful and empowering intention of the project. Several ‚behind the scenes‘ videos make the viewer feel part of the brand and show how the communal work gets translated into a collection. An intentionally non-polished and self-made aesthetic creates an intimate experience.