ADDICT SS17 PRINT STORY

TECHNIQUES: Illustrator, Photoshop, WGSN.

STORY: One of the key trends for SS17 was disjointed landscapes. I liked the idea of creating something brand-relevant  so wanted to include a story about Southampton, the birthplace of Addict. However, upon research, the landscape was a little…..uninspiring. So I decided to stick to what I know and use Elephant & Castle as the subject, having spent around 6 years of my life around that area with studying and working. I also thought that the concept of disjointed landscapes made sense, given the gentrification and hence changing landscape of the area. I took this as my subject theme. The prints include the floor tiles of the iconic (for better or worse) shopping centre, the also iconic Heygate estate, and the protest of people trying to save their homes from the gentrification process.