Womenswear brand seeks a distinctive design direction and signature visual language

What do women actually want to wear, from workout to wherever? I'm currently working with a womenswear brand that is pivoting, refining its direction, rethinking its visual language and looking for a signature that feels distinctive and owned. Whilst creating a new design direction, I’m also considering the user. What does she need? What does she want to wear? How does she want to feel? What makes her feel confident? What motivates her to move? And what is currently missing? My MA learning around co-design are influencing my approach. I’m interested in finding a balance, understanding consumer needs, motivations and experiences, alongside re-aligning the creative vision. Those insights can help shape everything from silhouette, proportion and construction to brand application, imagery and visual identity. Looking at French designers such as Thierry Mugler, Azzedine Alaïa and Marine Serre, not to replicate their work, but to understand how elements such as seaming, structure, proportion, brand positioning, fabric and colour choice play powerful and recognisable design signatures. #Womenswear #CoDesign #BrandStrategy #CreativeDirection #FashionBrand #BrandIdentity #DesignStrategy #FashionDesign #CreativeStrategy #BrandTransformation Images Pinterest