ARTIFICIAL
ELEGANCE
CLIENT-
Tally Weijl
SCOPE-
Repeat Print Design
Graphic Design-Textiles
Concept Development
BRIEF
While at Tally Weijl, I led the ideation, design, and development of the Artificial Elegance collection. Inspired by the distinctive style of Y2K fashion, the collection drew influence from the pop culture and technological advancements of that era. The objective was to create a visually impactful collection that embraced the spirit of the millennium.
ACTION
Using techniques like transfer print, pigment print, rhinestone placement, and embroidery, I crafted visually striking garments. I personally created marbled texture effects in Photoshop, capturing the essence of the collection's aesthetic. I collaborated closely with product designers and factories, sending detailed tech packs and embroidery layouts.
OUTCOME
The result was a collection, which seamlessly blended Y2K nostalgia with a modern twist. By combining my technical skills, and fashion trend knowledge, I produced garments that exuded vibrant energy. Effective communication with product designers and factories ensured the realization of the collection's vision and meticulous attention to detail in every aspect of production.
Paradise Summer Festival
This section of the collection was inspired by Summer Festivals in exotic destinations like Malibu Los Angeles. The main graphic focus were Palm trees and the colour palette was neon and bright to give that summer party look. I wanted the the garments to be the perfect addition to a festival wardrobe. I led the design, concept ideation for the products which were extremely popular with customers and received a lot of interest on social media.
​