Sometimes I wonder if a truly original thinker can come out of today’s post-modern world. Not that I have anything against the post-modern, in fact I personally abide to the lable in many ways. However, Merel Korteweg’s innovative approach to fashion identity has uplifted my hopes for originality.

Now a graduate of the Amsterdam Fashion Institute, Korteweg impressed the world with her final assessment – a fashion identity proposal for Hay Design. “I observed a trend that lots of fashion companies were expanding with a interior line but did not see any good example for the opposite way. This inspired me to extend the Danish interior design company Hay with a fashion identity.”

The student created three product families – The Naturalist, The Architect and The Explorer – in the form of mood boards that show a clear transition from interior design inspirations to the final creations, which are Kortweg’s own impeccable fashion designs.

The mood boards show Korteweg’s sharp grasp of how the industry works. She directed a series of photoshoots where she presents fabrics and prints designed by herself along with colour swatches and 3D objects, capturing the essence of the word title given to each product family. “The natural board has the feel of the basic clothing line, and the explorer style is more upbeat. It has an ethnic feel with a wink and would suit the accessories line. The architect style is more about the trend line. I also think it would best capture the graphic style of the company.”

We often find ourselves reading books and watching documentaries about artists in order to decipher particular works of art. Offering both visual and written clues in the presentation of her projects, Korteweg essentially gives us insight into her own process of inspiration and creation, leaving us with the satisfaction of fully understanding the final product.

http://merelkorteweg.tumblr.com
Words / Ana Gomides