My primary goal with what I create is making people feel good, making them feel loved. I believe that good design must involve the consumer in the process as much as possible. I often find the fashion industry, especially within Europe, to be elitist and somewhat untouchable, held out of reach of the average person. I support a collaborative approach to slow fashion that involves the consumer in the design process and offers products that are unique, sustainable and emotionally valuable. The fashion world tends to impose an ever changing ideal upon consumers rather than encouraging any personal exploration of style and identity. I want my consumers to feel like themselves when they wear my designs, no matter who that ‘self’ is.
I am an avid support of body positivity within fashion, the representation of different body types, races, ages, genders and cultures is such a key part in helping fashion lovers feel like they belong. There is still so little diversity in fashion communication. As an illustrator I hope to challenge this model in my work and encourage a new era of fashion media that celebrates everybody.
My ethos comes from a place of love, and the feeling of alienation that comes with never quite being what the world tells you is ‘good’