CONCEPT
The 1950s were a decade marked by the post-World War II. In this period the economy and social equality was booming, and women were given the opportunity to enter the labour market. The household remained their domain, and it was therefore not unusual for them to be working up to 70-80 hours a week.
In general people in the 50’s had a strong belief that the future looked brighter than the past. Dreams grew. The desire to 'be a woman' arose again and the hourglass figure became the body ideal. Women wanted to feel alive again, more than ever, and it affected their colorful clothes.
In general people in the 50’s had a strong belief that the future looked brighter than the past. Dreams grew. The desire to 'be a woman' arose again and the hourglass figure became the body ideal. Women wanted to feel alive again, more than ever, and it affected their colorful clothes.
The concept for this collection was to explore different silhouettes that can help empower women. Internal lines and cuts help to express the female forms despite a more contemporary loose fit to be more body inclusive.
Emphasis is placed on quality craftsmanship with a focus on detail, to give the user an emotional feeling of elegance and independency.
Emphasis is placed on quality craftsmanship with a focus on detail, to give the user an emotional feeling of elegance and independency.
To accommodate the positive mindset of the 50s, the colors in the collection are selected based on dopamine dressing, where the interaction with certain colors and the mood thereby has significance. The prints are inspired by various artists and art forms of the period.
To meet the sustainable aspect, some materials are deadstock.
To meet the sustainable aspect, some materials are deadstock.
The desire is to create a well-balanced collection that captures the mood of the 50s, conveys independence and makes the user feel like a true power woman.
