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Sustainability with Wool

The aim of this project was to create a sustainable bag made of wool for Selfridges target audience. Wool is one of the most sustainable fabrics that uses little water and energy in its production. The main motif used was the sheep, taking the literal approach to emphasise and promote the use of British wool in a high end product.

The target audience I created through research into the various customers at Selfridges was ‘quirky’, middle class, older ladies that has large disposable income that look for sophisticated yet different clothing and accessories, as well as being proud to be British.

The collection is a winter collection, therefore the colour palette should express this as well as being bold and interesting. I dyed the wool to the colour palette which was then developed on top using various screen printing techniques, embellishing and digital embroidery. An understanding of the construction of the bag was also necessary and visualisations were created. Bag accessories were also made, which could appeal to people that would like to buy into the brand without spend a large amount of money.

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