Creative direction

Designed as apart of my final year studies, Context is an experimental clothing brand that looks at the semantics and semiotics of visual systems that are built into sectors of society through a litany of ideas including type, image, material, form and texture and then flips them inside out for the world to see.

Each collection will have a theme which will act as the anchor point for all the pieces. The link back to this main theme will be more direct and purposeful or more abstracted within the collection itself.

Wearers are they asked to take these pieces out into the wild into contexts that the visual languages normally don't exist in to create a one of a kind interaction. A further deep dive into the ideas behind the brand can be found here.

The first introductory collection below is inspired by the visual lexicon of the construction industry.