After researching different brands and creating a brand analysis and a swot chart for each to find out which was best suited for this project I came to the conclusion that the brand Jil Sander was the best choice. The brand is known for its minimalistic, classic look. My anti-fashion idea was to create a new look for the brand, adding texture, pattern and vibrant colours to the brand. Creating looks that the label wouldn’t normally be recognized for. I began focusing on my trend, taking photographs of different textures and colours created by a iridescent plastic film.

I then began to brainstorm ideas for the lookbook photographs and how I could use this material to create an image that represents the texture and colour re-brand I want for the label.

I took photographs of this fabric wrapped around a nude body. This represents a whole new market for the brand, showing texture and colour in a different, unusual way rather than only on clothing.