FINAL MAJOR PROJECT
My last year of university was dedicated to a extensive project in which I developed my brand, Chelsea Meadow.
It began at Compton Verney, where we explored their permanent collection of British Folk Art. It inspired me to develop a folklore tale with characters of my imagination, and create a visual merchandise concept based on these characters.
The project ended up going a lot deeper than just visual merchandising. By the end of the year I had established a range of products, a part of the ever-developing Fenton Fox Collection.
BRITISH FOLK ART
On a trip to see Compton Verney's British Folk Art exhibition, I was particularly inspired by the old iron signs that used to, and in some cases still do, hang outside shops and in towns. I liked their simplistic look and humble scenes.
At the Herbert Museum I came across an iron sculpture of a man playing a violin. I sketched him, and he was later accompanied by two drawings of children from a British Folklore book. This arrangement inspired the basis of my own folklore story.
I knew I wanted my characters to be animals, so I used a little anthropomorphism to develop this.
VISUAL MERCHANDISE
Now my characters needed a purpose. I was a Fashion Design student so I would have to introduce them to the fashion world.
They became the mascots for several childrenswear brands that I felt suited my style. I explored how they could be used in fashion marketing.
Inspired by the simple silouettes of the iron signs, I made 2D puppets that would cast a shadow and recreate the blackness of cast iron. However, I wanted more artistic detail and instead used collage which allowed me to incorporate colour.
READY TO WEAR
These colourful collages were the perfect prints for childrenwear. Instead of using my characters as mascots for other brands - I began to develop my own identity.
I was inspired by Beatrix Potter, a famous British author who's animal tales snowballed into a well-loved variation of books and character merchandise.
I proposed the collaborative idea of using my print on already existing products, from brands such as Hunter, Dr. Marten and Cirrus Lighting.
PRINT DEVELOPMENT
A trip to the Black Forest in Germany gave me further substance for my prints. I was inspired by the sophistication of the serene and beautiful forest. This was reflected in the development of my style.
Simultaneously, I found the Elemental macro trend forecast by WGSN and felt my work really related to it's themes of tranqulity and calmness. The trend explores going deeper within oneself.
Respecting nature is a part of my inner-being, and that affected my decisions during the development of my work. I want a brand that leads an example of eco-awareness and sustainability.
RESPONSIBLE ACCESSORIES
I would only buy materials from responsible sources, one of these being Brick Lane Coffee Sacks. They are based at Brick Lane Market in Shoreditch and are paired with Union Coffee to resell old sacks used for transporting fairly traded coffee beans.
Hemp Shop UK was my second source for materials. After researching the benefits of the hemp plant - I used their fair-trade and organic fabrics for my hand printed linings.
I made low enviromental impact, at a low cost, and created beautiful results. Win.
FINAL OUTCOME
Being resourceful whilst creating beauty became my mantra, and I applied it to vision I had early on in the project. I envisioned an eco-sculpture, and armed with resourcefulness and upcycled matierals, I created it - a life size Fenton Fox; the main protagonist in my story.
The final outcome. I hope you enjoyed the journey.
I would like to thank Coventry University - it is a fabulous institute and without it and its staff - none of this would have been possible. I received endless support from everyone there and the enviroment was a pleasure to work in. I am grateful for the oppotunity to explore my own path due to the freedom of my course. I graduated with a First Class Degree with Honours in Fashion Design with Internation Enhancement.