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Jodie Alford

Jodie Alford

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Jodie Alford
Student Fabric Initiative Award – Winner
BA (Hons) Fashion

Jodie Alford

Balance

Balance is an autumn/winter '24 womenswear collection that revolves around the theme of striving for an ideal life equilibrium, rooted in the aspiration to establish a brand identity. This concept is embodied by the juxtaposition of tailoring and knitwear elements. 

Catering to working women who cherish both family time and ambitious career pursuits without compromise, the collection draws inspiration from the serene Cornish countryside for its knitwear, symbolising a simpler way of life. The incorporation of check fabrics is a nod to the dynamic city landscapes, mirroring the fast-paced urban work environment. 

Emphasising eco-consciousness, the collection exclusively utilises dead stock fabrics, procured through collaborations with mother-of-pearl and Parisian dead stock outlets that repurpose end-of-roll materials from the luxury fashion sector. Additional materials and fastenings are responsibly sourced to align with sustainable practices.