Research: Initial Ideas

Brand research: I took my time in my BA of Fashion to really grasp what I wanted to do as a concept for my brand. It took a lot of development in which I created one final collection line up for. The collection however was not 100% me. My previous university northumbria focused heavily on commercial fashion, my designs for them were too outlandish and over the top. Whilst to me this was restricting. However I learnt a lot, I worked out not only the direction I want to go in but what I want my brand to do and represent and why.

Despite my personal influences in my own fashion sense and my own identity being from British music, glam rock, Liverpool to name a few, I always believed my identity is what my fashion designs should be. It’s been through years of realisations that I as an artist am separate from my art. My art is an expression of my thoughts on the world, the future and my new discoveries.

My branding and brand identity comes from the crossover between my literal and metaphoric view of the world. I see the world with visual snow, a condition in which everything looks a bit like tv static, I rarely notice it until I remember, however when i used to look into mid air as a child, I genuinely thought I could see the air. My struggles with migraines also add to this. The visual auras are best described as glitches into reality, like a broken part of a tv screen or a smudged camera. The idea that life may be a simulation speaks volumes to me because of the way my eyes affect the way I view everything.

This ties me in perfectly to the metaphorical side of my branding. I am entirely left wing in my beliefs, I grew up in a council house as a child, I saw the effects of the right wing politics on my area and my family since I was born, the pain it brings to people. And more recently the way capitalism is not only causing social problems in the world, but is damaging the world we live in beyond repair. I hate what capitalism and the elite are doing to this world, the technological advances make it a scary place to live under people with a lot of power and money.

I like to challenge what’s really happening and what COULD happen with technology, what seems scary last decade becomes normal now – Face ID, Ancestory DNA, cookies. In the way Black Mirror by Charlie Brooker looks into the darkness of the future, I want to explore in the same way, but from my own thoughts and feelings on the worlds events, through high fashion. This is all my branding and what I will be known for, my concepts will be complex, looking into things in life I’ve always been interested in, space, death, hallucinations, the scary things in life I’ve never found a solid explanation for, how is the future of technology going to further explain or debunk these questions I have.