Bridalwear company, Justin Alexander, collaborated with BA Fashion Design Technology: Womenswear, to explore the evolving landscape of marriage and the significance of cultural sustainability.
Justin Alexander debuted in 1940s New York, a time when women were shedding the confines of wartime fashion and re-embracing fashion as form of self-expression. Seeking to innovate alongside another generational shift in consumer preferences, Justin Alexander chose to explore insight from London College of Fashion through a project called ‘Bridal Futures’.
"We [Justin Alexander Group] gained new fresh ideas, interesting insights on heritage and interesting insights on how the new generations views marriage" Justin Alexander, CEO
Working to a brief co-created by Justin Alexander and LCF, BA (Hons) Fashion Design Technology: Womenswear students explored their cultural histories and opinions on marriage through garment design. Students presented designs which considered the values of a new generation of brides whilst maintaining cultural sustainability.
Justin Alexander selected Momo Wada as a winner, impressed by her use of textile manipulation to create a timeless and effortless new bridal look. The final, production-ready garment will be on display at Justin Alexander Group's upcoming trade exhibitions.
"It was a fascinating opportunity to understand the bridal market and bridal wear, especially as design student, participating this project helped me to consider how my own aesthetics fits in the specific community and enhance it as a modern bridal wear." Student participant from BA Fashion Design Technology: Womenswear
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To find out how you can collaborate with London College of Fashion, please contact lcfbusiness@arts.ac.uk.