Her main inspiration comes in the form of fashion and street wear magazines, as well as the latest fashion collections and vintage clothing, as she says, and leads her to design general active wear to encourage people to spend more time outdoors and most importantly, be spontaneous. That is, in fact, Fanny’s target customer- an environmentally aware person between the age of 16 and 30, open-minded and focusing on living in the moment.
Impressively, Fanny seems to have a clear idea of her brand concept, which is to engage the customer in sustainability and the idea of sharing clothes. This is where we can see the values of her unisex clothing brand. According to her, emotional and logical values need to be united, so that both the customer and the environment could be equally important and paid attention to. This is all made clear through her brand statement ‘ We are a sustainable street wear brand, targeted to youth culture, accomplishing their desire to live in the now by offering a range of practical and comforting clothes with emotional value. ‘, the idea of which I like, but which I find rather too long and difficult to remember by the customer base.
Comfort seems to also be on top of Fanny’s values, as she is looking at rather soft and comforting fabrics in her unisex clothing, but takes inspiration from vintage clothes’ shapes, trying to recreate their comfort and quality.
When it comes to colours and prints, she is looking at artists such as Ellsworth Kelly and Barnett Newman, who use quite a graphic and minimalistic approach in their work, and so manage to achieve an emotional connection with their customers.