Something New
Something old, something new, something borrowed, something blue.
This a project from 2019-2020. Experimental capsule collection, in which 2 used wedding dresses are upcycled to a whole sportswear / casual wear collection, for both men and women.
With this project I also present a new way of seeing unisex, presenting a concept that I called “UNI-ty-SEX”: same design - different body fits.
Role: Creative direction, Brand strategy & Communication
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Communication & Storytelling
The project was presented at the official schedule of Milan Fashion Week 2021. It gained award as “Designer for the planet 2021” by National Chamber of Italian Fashion. Project involves cultural storytelling, as well as production & material innovation, merged with artisanal practice reinvention. Storytelling of both - conceptual and practical matters were used alongside, perfectly reflecting each other. 360° communication strategy was implemented to drive curiosity, engagement and long lasting trust in the project.
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Trend foreseeing & Trendsetting
In the upcoming two season the concept of wedding dress sporty revisiting for both men and women was seen in many collections of the main luxury brands, and is seen so far.
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