hem portfolio
DESCRIPTION
Hilary Ellen Martin, Design PortfolioTRANSCRIPT
• Grey Matter - Capsule Collection
• Fold - Capsule Collection
• Accessories - Bags and Jewellery
• Wellington Fashion Week - Young Designer Awards
• HEM Branding and Advertising
• The Struggle - Graduate Collection
• Miss Magnolia - Capsule Collection
CON-TENTS
Spring/Summer 2013 Capsule Collection
greymatter
Pho
tog
rap
hy b
y M
elis
sa I
rvin
g
2013 Capsule Collection
FOLD
wellingtonfashion
week2012 Young Designer Awards
McKenzie-Watson Photography
Hilary Ellen Martin - Fashion Design
HEM branding and advertising
www.hemdesign.co.nz
HEM at the Wellington Underground Markets
HEM stockist Design Cartel, Willis Street, central Wellington.
Since the establishment of their partnership in 1998, Adidas and the New Zealand Rugby Union have re-created the All Blacks as a marketable brand. The elevation of a rugby jersey to a recognisable patriotic symbol shows the influence marketing can have on a piece of clothing - or perhaps an entire collection of clothing.
In a recent interview with Style.com, Alexander Wang states, “I’ve always liked to take something very dressy and bring it down, [take] something very, very casual and elevate it.” Taking cues from Wang’s design aesthetic, I will produce a contemporary, wearable, trans-seasonal 2012 womenswear collection that communicates a distinctive rugby theme. I will create my own brand, appropriate and re-design All Blacks imagery and employ marketing techniques to generate a tongue-in-cheek advertising campaign that encapsulates the same sense of excess, spectacle, obsession and celebrity as New Zealand rugby.
While I am not the biggest fan of the sport, I am intrigued by its impact on New Zealand society. Exploring the commodification of rugby and turning it into a body of work is my contradictory way of joining the fandom that surrounds rugby in the lead up to the world cup this September.
“I’ve always liked to take something very dressy and bring it down, [take] something very, very casual and elevate it.” Alexander Wang
the struggle
2011 graduate collection
trading cards
Photography by Melissa Irving
illustration
specification drawing
A capsule collection inspired by a favourite childhood book- Mr Magnolia by Quentin Blake.
2010 University Assignment
miss magnolia
