Narrative

AVA GOURLAY

A TRIP TO THE SHOPS

WINTER 2021

 

‘A trip to the shops’ is a conceptual unisex collection with a visual narrative showcasing the journey we regularly take to do our grocery shopping. The collection is primarily inspired by the only essential travel and activity we can do during Covid-19 lockdown. I feel this is an unusual theme to look into, yet it is relevant to everyone right now. I explored environments such as alleyways, car parks and the rear of buildings which can often create an urban feel. The story starts with a theme of travel, where I explored elements such as the bus stop, the bus and the car. From here, I picked out interesting and exciting textures that I saw whilst on my journey. Fences, barbed wire and signs within an urban environment were considerable influences. I then investigated patterns and textures within the shop itself, shopping trolleys and fruit and vegetables and these are highlights within my work.

 

As Covid-19 guidelines have been introduced, they mean that we are limited to what we can and can’t do. Due to this, loungewear has become a huge fashion trend. Comfort is now one of the biggest requirements for garments and for this reason, I created a collection which incorporates comfort with style and consideration for the print and textiles. These ideas have been worked into textiles and patterns and applied to garments that are often seen whilst at the shops, such as tracksuits or loungewear in order to seamlessly merge elements of urban environments into the modern wardrobe. 

 

This collection was designed with the intention of giving the wearer the feeling of comfort and ease without having to worry about the complication or discomfort that often comes with fastenings or straps. This allows them to easily look stylish and thought through with minimum effort.