‘Herbaceous Paradox’ is a collection of Womenswear Tailoring fabrics, based on the idea of creating fabrics that reflect the energy and flair of the target market: 20-30 year olds. Facilitating the current transition of suiting no longer only being for workwear, Imogen aimed to revise the current perceptions of women’s suiting by making the samples in this collection exude the vibrancy found within this target age range. This project used monochrome architectural elements in paradox with bright florals as a metaphor for young women entering into city life.
The womenswear tailoring market is expanding. The generation of young women in their 20-30s are full of vibrancy, new ideas, political views, environmental activists and women speaking out. This project creates fashion that reflects this and the personalities of this age group. Tailoring fabrics do not just need to be for workwear, the perception of these fabrics is beginning to change. This project incorporates heritage tailoring techniques such as colour and weave and modernises them using the dynamism of the age group. The theme this project explored is the paradox between architecture and florals: man made and organic. Using this as a metaphor for women entering into city life. The monochrome architecture being the old environment where suiting was paired back and the bright florals representing the modern women in these new vibrant fabrics. Embedded into the core of Imogen’s project is the idea of promoting slow fashion and emotional durability. Imogen’s project promotes these ideas by producing double cloths that are reversible. Making the double cloth fabrics reversible created fabrics that are multi-functional, creating two garments in one. This lessens consumption and keeps the garment in distribution longer. Because this project also encompasses the vibrancy of the age range of the customer theses fabrics also promote the idea of emotional durability to the garments so that the consumer is less likely to throw the garment away.