For this project, ASOS asked us to create a collection from the study of a historical period. Like ASOS, at the forefront of my research, was the customer. The collection had to cater to their target audience of young adults and their love for fashion. I chose to explore the seventies, as it was an era in which my mum and her two sisters grew up in and lived as teenagers. Taking a closer look at their experience and surroundings at the time, I gained an insight into the decade through the lens of those that lived it.

It was an era with a vibrant and rapidly changing cultural texture, nevertheless many social issues were rife – the prevalence of sexism meant that it was a period of protest for women. Despite this, my female family members reflected on those years with positive memories, a testament to their strength. Along side its socio-political landscape, I examined the colours, shapes, interiors, and fashions from the era and found common themes of florals & checks, repeat prints, earthy tones and a sense of playfulness. In contrast to the troubles of the decade, the clothes and interiors of the time expressed joy, positivity and resilience and I wanted to mimic this in my collection, with the aim to empower young women today.