Branding research

During my trip for the London Showroom in Paris. I cooperated with Taiker Magazine as a photographer teaming up with an editor who will be writing a series of articles for the designers. Whilst taking video and listening to a wide range of artistic designers discussing about their work, I have gained an understanding on how brands such as Edward Crutchley are successful through the rich content they offer to its audience.

Edward Crutchley, a man raised in Yorkshire who loves and admires craftsmanship presents his SS17 collection revealing to us his own craft. A collection that is the most complicated design that the British supplier has ever made in its 25 years.

One of the key iconographies that the viewers will notice is the embroideries throughout the collection of the “Yorkshire Man’s Motto” and “The Spirits of The Dales” which are four characters that have their own stories and legends from the countryside of Yorkshire. One of them (The Stone Sphinx) was even near Edwards’s mother’s house! You would probably would have guest by now that it’s a literal inspiration from Yorkshire. However, Edward focused more on “that feeling” of the environment that he experienced being in the moment. Some would believe that his work looks asian but says “It’s never a conscious decision, it just always happens”. A mutual connection between both sides of the world that seems to be present due to an element. This “feeling” that he tries to give off to his customer is fused with other elements of Oversized Checks, Florial Jacquard, Tie Dye and Arashi Shibori.

Majority of the collection have been made in England except for the Tie Dye’s which are made in Kyoto by the Head of the Shibori Guild. A contact he has kept through his admiration of their craft when working with them before. Not only this but different other textile companies around the world allowing Edward to pinpoint which one he desires to choose.

Edward’s clear interest in space between the body and the clothes is evident. Liking the idea of dressing the person you imagine you are and create that. The ideology within the collection, is expressed as he plays with the space making really big and tiny shapes using a wide range of materials such as Latex. Latex that is hand tie dyed creating a textile that feels hand made. How did they make it? It’s a secret. A look that is clean with hidden fastening making it sharp and simple. Modern. A target that the Yorkshire man has aimed at perfectly.

#FMP #FIELDTRIP #RESEARCH