I Can't Believe It's Not Cotton!

Side project – work in progress. During lockdown, my dad acquired a taste for the vegetable fat spread 'I Can’tBelieve It’s Not Butter.' As a statement item in our fridge, the product’s striking blue and yellow packaging reminded me of modern high street fashion trends featuring clashing colours and vibrant 90s patterns. Just for fun, I've challenged myself to produce an urban fashion collection inspired by the brand’s signature colour scheme and buttery patterns. I am also expanding the project into a fictitious Topman campaign, promoting 'I Can’t Believe It’s Not Cotton' as an organic fashion label.

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Designer & Art Director