Want to know what it takes to cre­ate a new col­lec­tion ev­ery two weeks for a ma­jor fash­ion re­tailer? Designer DAVID WEST shares his in­spi­ra­tions

Marie Claire (South Africa) - - TRENDS -

PUSH­ING THE LIM­ITS I think the most in­ter­est­ing part of the de­sign process is see­ing how the cus­tomer re­sponds to what we pro­duce and how far we can push it. We aim to of­fer new sil­hou­ettes, prints, colours and looks that of­fer some­thing fresh and ex­cit­ing. Be­ing part of a big­ger strat­egy and work­ing on re­al­is­ing a vi­sion for the com­pany is ex­cit­ing for me. STRIK­ING A BAL­ANCE In cre­at­ing and re­search­ing new col­lec­tions, we have to keep up to date with ev­ery­thing. And its not just about global trends – we know our cus­tomer wants a lo­cal/ in­ter­na­tional bal­ance. We have an amaz­ing trend team that con­stantly feed us in­for­ma­tion but we still need to keep a fin­ger on the pulse. UN­CON­VEN­TIONAL IN­SPI­RA­TIONS I am in­spired by other cul­tures, par­tic­u­larly Morocco and Ja­pan. I spent some time there and loved it, from the mu­sic to the pat­terns. Food and mu­sic usu­ally in­tro­duce me to un­known cul­tures and I fol­low that cu­rios­ity up with travel. I’m also in­spired by non-con­form­ists like Kate Bush, Brian Eno, Rei Kawakubo and Ju­lia Rosa Clark.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.