Concept

Over the last 10 years, society started to ask for different things from fashion and it adapted very poorly. First fashion had to adapt to the digitalization, then the competitive pressure and now the costumers are demanding sustainability and transparency, which the fashion industry is struggling to get behind. So, Fashion Blogger Masha Sedgwick truthfully wrote ‘Dear Fashion, I‘m worried about you.‘ and ‘Dear Fashion, it really is time to change.‘ The fashion industry exploits its worker, destroys the environment and creates huge amounts of waste. only slowly are small and big players starting to adapt their production to more sustainable approaches, as I enter the fashion industry, I want to set an example of sustainability and zerowaste. A big inspiration is the Pattern and Decoration Movement as they started upcycling and recycling waste into artworks in the 1970s already. Their mostly colourful and often seemingly random prints inspired the key prints in this collection. With this collection, I want to raise awareness about the problems a consumer-based society cau¬ses and how we can all do our bit to help resolve those problems. To take on responsibility I want to create quality garments that are going to last.