The "Unconscious Desire Collection" is inspired by the unconsious human brain. For this collection you need to consider how the brain works, and the so-called “award chemical” called “Dopamine” which is created when we associate with something pleasurable or satisfying. Dopamine is one of the most influential hormones that can affect our mood. This not only makes you feel better— it also gives you more self-confidence and productivity. If a consumer makes a positive association between a product and a good memory or emotion, they are more likely to buy the product without thinking it through, and also thus more impulse buy. This craving of Dopamine however, has a downside and that is ,that we are consuming more fast fashion than ever. The key focus of the “Unconscious Desire Collection” is that I want to make consumers more aware and conscious in their purchasing decisions and so that they do less impulse buying, in order to reduce the consumption of fast fashion and become more concious and mindful.
This collection is for Autumn & Winter 23/24 and consists of statement pieces that are for both men and woman with an age range between 18- 40 years. The use of colour blocks and layering methods to symbolise and visualise the underlaying Neuron pathways which are in the human brain and regulate our mood and feelings. The Neuron pathways are emphasised with using embroidered elements. The colour palette is also inspired by the colours of the Neurons in our brains, as well as the colours we mostly associate with the feeling we get when Dopamine is produced such as bright yellow and pink. Sustainability has also been taken into consideration with the choice and use of recycled cotton and corduroy in order to reduce the carbon footprint and textile waste.
FINAL COLLECTION- UNCONSCIOUS DESIRE
OUFIT 1
-A suit jacket made of corduroy fabric with embroidered panels to showcase the underlying neurons in the brain. To accentuate the waist this jacket comes with a neuron embroidered belt that can be tied on the back or the front of the jacket. Also the jacket is lined with a rose pink coloured fabric. The corduroy trousers has neuron embroidered knee panels.
OUTFIT 1- SIDE VIEW
OUTFIT 2
A wide sleeved hoodie with embroidered front neuron pocket. Made with sustainable fleece fabric and sleeve are made with cotton velvet to stimulate dopamine in the brain Soft fabrics are used for a pleasant “touch”. Hoodie is lined with yellow fabric because yellow is the most associated colour with happiness. The pants are made out of navy blue sweat fabric with corduroy panels. On the left leg a brain wave transfer print to showcase the dopamine in the brain.
OUTFIT 2- BACK VIEW
