sovereign s/s ‘15

BIRDS AND ‘BIRDS’

SOVEREIGN:

1. SUPREMACY OF AUTHORITY OR RULE AS EXERCISED BY A SOVEREIGN OR SOVEREIGN STATE.2. ROYAL RANK, AUTHORITY, OR POWER.3. COMPLETE INDEPENDENCE AND SELF-GOVERNMENT.4. A TERRITORY EXISTING AS AN INDEPENDENT STATE.

THE WORD SOVEREIGN HAS MULTIPLE CONNOTATIONS, ONE IS A SENSE OF BEING REGAL AND IMPORTANT, THE OTHER RELATES TO THE SOVEREIGN RING AND ITS LINKS TO CHAV CULTURE AND LADDISH BEHAVIOR.

WE WANTED TO COMBINE THESE TWO CONNOTATIONS PLAYFULLY AND CREATE A BRAND THAT DID NOT TAKE IT-SELF TOO SERIOUSLY BUT DID NOT LACK IN QUALITY, TAKING CHILDISH LINES FROM THE ILLUSTRATOR QUENTIN BLAKE AND HARD PRINTS FROM THE LATE PUNK PERFORMER POLY SYRENE THE END RESULT IS AN ECCENTRIC MASH UP OF CULTURES.

THE MADE IN BRITAIN ETHOS THAT IS AT THE FOREFRONT OF OUR BRAND, THE IMAGE OF SOVEREIGN ORIGINATES FROM THE WAY THE ‘TYPICAL’ BRITISH PEOPLE ARE PORTRAYED IN THE MEDIA.

WITH SHOWS SUCH AS JEREMY KYLE PUBLICLY SHAMING AND BAITING THE LOWER CLASSES, WE FELT THAT SOVEREIGN WOULD PROVIDE AN IRONIC CELEBRATION OF THE BENEFIT STATE, HENCE THE NAME SOVEREIGN RELATING TO ROYALTY AND CHAV CULTURE.

SO BY BASING THE IDEA OF THE BRAND AROUND THIS WE NEEDED TO MAKE SURE THAT THE BRAND DOES NOT COME ACROSS AS COMMON, SO BY INCORPORATING A TRUE HERITAGE BRAND STYLE OF WORKING, WITH CLASSIC BRITISH TAILORING MIXED WITH PLAYFUL SHAPE, COLOURS AND MODERN TEXTILE TECHNIQUES WE CAN FIRMLY ASSERT OURSELVES AT THE HIGHER END OF THE MARKET.

photographer: Jose cuevas

design:natalie yangadam white-jonesolivia wucarwyn williams

textile:hannah brooksnes fukudada young park

Model:Aaron-spencer charles