Matches X NUA
Collaboration with Matches Fashion and Norwich University of Arts.
The beauty of old and new in a playful romantic way.
Pushing the concept of gender-neutral clothing, that is made solely in England. Making sustainable clothing more accessible for everyone.
A proposal campaign to drive positive change.
The idea
As Matches Fashion is a brand that is ambitious about the future, I wanted to bring these qualities into the promotional campaign by promoting a sustainable local English heritage brand that offers gender-neutral clothing.
SS. Daley, represented by Matches Fashion, provides clothing that blurs the line of class ideologies, femininity and the hyper-masculine culture portrayed within the English aristocracy.
Make it stand out
The gender non-conforming clothing allows an equal balance of masculinity and femininity and promotes sustainable clothing with its products made solely in England.
SS. Daley takes pieces from the “rigid traditionalism of upper-class masculine uniforms” and creates “modern, androgynous costumes”, aiming to drive a positive change and make sustainable clothing more accessible..
The Style
The goal was to transmit the idea of community and as a result, conjure a feeling of belonging. Drawing inspiration from SS DALEY'S Spring/Summer 22 collection, pastels and mixed textures, linens and chunky knits are at the forefront of the visual concept. The flowy fabrics mixed with structured tailoring to create strong forms will help push the brand’s gender-neutral look.