Mel’s brand ‘Yakamoz‘ (from Turkish ‘the moon’s reflection in the sea’) is exclusively created to take the stress out of the contemporary student female’s everyday and bring her a sensation of happiness and relaxation. Therapeutic sea swimming that evokes positive emotions and clears the mind is the key activity that Melissa has chosen for her brand, as she believes that a peaceful environment like the beach and the freezing ocean waters are not only inspiring, but also mind clearing.
As one of her main design cues she has chosen ‘curious’, because it expresses Mel’s own curiosity for swimming, but most importantly, because it suggests questioning one’s decisions and as a result progressing in their personal growth as designers and individuals. This is why her brand’s main purpose is to encourage people to stress out less and take their time to live in the moment and relax, which could help them evaluate themselves as personalities.
Although Melissa hasn’t come up with a statement yet, she completely relates to her target customers, as she is, like them, a female student in Falmouth, and feels like the main style she would be aiming at is, as she describes it, ‘quite relaxed, loose, baggy, with soothing colour palettes‘.
Not surprisingly, the designer takes inspiration from the people and peaceful environment around her, whereby she admits she mostly enjoys spending time on the local Gylly Beach and reading articles.