Mich

Inspired by the photography of the retrospective french apartments by LAURENT KRONENTAL , I took the rigid, strict structure of the buildings and ran with it; to conceptualise a fashion collection depicting a dystopian world of control and lack of freedom.

 The idea behind the collection is a take on a futuristic society controlled heavily by the goverment. The clothing are branded as the ‘modern uniform’, allowing the brand to exude a sense of emotionless and unapproachable persona.

The branding includes features of microchips, statistics and a visual merchandising window display that depicts a scene in a cloning surgical clinic.