Week 1 

Slendertone II, 2015 © Juno Calypso / TJ Boulting. From the series ‘Joyce’.

My starting point was Juno Calypso’s self-portrait "Slendertone" from 2015. In her photography, she 

merges the personas of a despondent housewife and a monstrous figure. Her primary influences 

stem from wax dolls and medieval torture dungeons. The design inspiration for her bath scenes 

draws from the aesthetics of the 1970s.

Frequently embodying her alter ego, Joyce, Calypso stages herself in settings such as honeymoon 

hotels or mid-century suburban homes, evoking a sense of nostalgia for bygone eras. Calypso crafted 

this persona while studying photography at the London College of Communication

Future trends

I think that future trends will be a world where 3D printing become more common for a production process, allowing to buy custom-made products for more affordable prices. Al transforms fashion, predicting trends and creating personalized outfits. Biotechnology integrates with fashion, offering sustainable materials and eco-friendly manufacturing. Sustainability becomes one of the main factors, with a focus on reducing waste and carbon footprint. Accent on individuality and personality, with designs tailored to unique preferences. Minimalismis one of the main styles, with clean lines and simplicity like an aesthetics. The future is a combining of technology, sustainability, and individual expression, where each person's style reflects their personality.

Collaboration of Adidas and DSA

In a this particular collaboration, Adidas with a Down syndrome charity to launch a special sock collection. Featuring dofferent colors representing various football teams, these socks aim to raise awareness and support for individuals with Down syndrome. Sold in Adidas stores and football fan shops, each team have a unique design, with different colors on each sock. All funds from the sales will be directed to the charity, aiding in their invaluable work. This initiative will celebrates diversity and also showing the beauty of differences and the power of collaboration in making a positive influence on society.

Sustainability

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Introducing an innovative sustainable concept: multipurpose garments. Picture this: a shopping bag seamlessly transforms into a stylish puff jacket, offering versatility and functionality. Imagine having two essential garments in one sleek design - a black leather bag that effortlessly converts into a chic jacket. Not only does this concept save space and resources, but it also promotes practicality and style. Furthermore, envision a jacket that conveniently folds into a compact bag, perfect for on-the-go lifestyles. With this forward-thinking approach, fashion meets sustainability, offering consumers dynamic, eco-friendly solutions that prioritize both utility and aesthetics.

Campaign

This campaign is designed to promote the black faux leather bag that I crafted during the last semester of my studies. The bag's design is rooted in geometric forms, creating a striking contrast against the backdrop of nature. To capture the essence of this campaign, I ventured to the Seven Sisters cliffs, where the photos were taken. The primary objective is to highlight the benefits of using faux leather in crafting this bag, thereby preventing the use of real leather and the harm to animals.

The overarching theme of this campaign revolves around fostering a love and appreciation for nature.

In the context of the fashion industry, Kruger's work serves as a stark reminder of the pervasive influence of advertising on consumer behavior. The bold typography and concise phrases characteristic of her style imitating the aesthetic of the campaigns, blurring the lines between art and commerce. 

Furthermore, Kruger's work bring us to question the question of fashion as a form of self-expression versus a tool for conformity. In a society where brands and labels often dictate social status and identity, her artwork showing the criticism on the ways in which clothing can be used to construct and perform certain identities. "I shop therefore I am" challenges us to consider whether our fashion choices are truly reflective of our authentic selves or merely a result of external influences.

In the contemporary fashion industry, where trends come and go at an increasingly rapid pace, Kruger's work offers a fresh look on the reasons of consumption and its impact on both individuals and society as a whole. By encouraging viewers to critically look on their relationship with materialism and advertising, Kruger's art serves as a powerful catalyst for dialogue and reflection within the fashion community.