In this week, I have identified my parent brand is Margaret Howell. Her brand is focus on natural, relaxed look. Brand colour palettes are mostly earth-tone. Her prioritize is durable and functionally. Howell really care about the material and sustainable fashion. However, her brand mostly suit for people aged 28 and above.

Therefore I feel it is good to create a sub-brand that aim for a younger generation around 16-24. I research that she has lots of outlet in Japan, so the sub-brand will be focus on Asia market.

This week i learned about the art direction and I have a chance to make different ideas in 10 mins. This is such a good way to think of many ideas as possible, and also i can use some of them in my future project. Also I had a chance to go around and see other classmates ideas which I think it’s a good way to learn from each other and develop own ideas.