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Genesis | Simone Rocha

  • Nastia Allen

An art direction scheme which introduces the brand to non-toxic dyeing techniques and creates a new immersive touchpoint for the audience to explore (with visual references to Victorian mourning customs).

{ Problem} In a post-pandemic world, individuals are seeking escapism through digital worlds and solutions for the environmental impact of fashion. Heritage, quality and longevity are at the forefront. { Solution} As we prepare to return to normalcy, Simone Rocha will mark this new beginning by crafting a collection reflective of our newfound attitudes. ‘Genesis’ is created using bacteria dyed textiles, an aspect which not only rejects toxic dying practices, but communicates themes of death and new beginnings. Online, the collection can be explored via an interactive experience that allows the audience to escape, as they become immersed in a narrative reflective of the tactility and handcraft that define Rocha’s brand.
As Instagram is one of Rocha’s main touchpoints, it was important to visualise how the collection could be promoted on this platform. By using the same motifs and colour pallette as the other components of the concept, the link between each is defined. I combined this imagery with mockups of the garments and accessories from the collection in order to highlight the tactility and handcraft which I had found to be essential to Rocha’s designs :
To make the collection more unique, I designed a new gift box, greeting card and hang-tag for Simone Rocha which will be used exclusively for ‘Genesis’ when customers purchase online and in-store. I experimented with a variety of colours, textures and motifs that mirror those present in the other touchpoints.
To see the research and concept development that went into this project please head over to my portfolio: https://indd.adobe.com/view/43c17998-fbb2-464b-8cce-16d1143bc116
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