H9XFIFI AW25 Collection

This collection was an influencer partnership for ASOS in collaboration with Fifi Anicah. Fifi is a model, artist, poet and overall creative who was chosen because of her strong fanbase and success as an independent artist. With 24 pieces the collection covers both daytime and going out styles

Below are the mood boards I made to illustrate our vision. After many discussions we based the collection around working women in the creative industry as our small team consisted of the creative director, designer & influencer – all working women of varying types in the industry.

We focused on ideas of tailoring, the concept of the ‘IT’ girl, incorporating text in ways other than digital prints and creating a button up shirt that would suit any woman of any race.

As for the colour palette the creative director and I picked complimentary colours from the pink spray painted piece of art to use alongside shades of periwinkle. From our research periwinkle is universally a flattering shade on a wide variety of skin tones

Research from WGSN

First stages of design

Above is a little insight into the first stages of design we took to get ourselves organised. The images show the result of a meeting we had after deciding on creative direction and graphics. We used this meeting to decide on how many garments we roughly wanted per product category as well as which styles we already wanted to put forward using pages of quick sketches/ideas I had put together.

We also used a print out of the range plan to organise our timelines for making tech packs. I found that having mini deadlines and doing 5 or 6 tech packs by a specific date really helps make sure you don’t get in the mindset of thinking you have all the time in the world left and scrambling towards the end. Giving yourself a day or 2 before your deadline to look through every products tech pack with the production manager and nit pick or double check with the factory has been the best method for me to ensure good quality work.

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First samples

I wanted to add some images of the first samples of this collection to admit that even though you are detailed in the tech packs mistakes can still comeback from manufacturers and designs can look very different when you finally see them as a physical product.

We had issues with garments being much bigger or smaller than we asked for – as you can see in the image of our loungewear trousers (the image shows us pinning away the excess fabric to show the manufacturers. We also remeasured). Issues with details being forgotten and garments looking rushed also had to be addressed. Mistakes can happen in production but what matters is how they are handled going forward.

From a designers perspective sometimes a redesign of the garment is necessary because manufacturers have limitations on what can be produced and fabric they can source. On the flip side brands have limitations on time and budgets. This is why it has been so important for me to fully understand a brands ethos and overall style before designing.

H9XFIFI AW25 LOOKBOOK