About Me
Hi, I am Andreea Badea, a sustainability-oriented fashion graduate.
I am constantly inspired by nature and the way we, humans, interact with it. My project was highly influenced by sustainability, modularity, and the shifting consumer behaviour, accelerated by Covid-19, so I created a transformable fashion collection that is environmentally and socially aware.
The main idea I want to express is that our wardrobes should not cost us the environment and other people's wellbeing, therefore I believe that everyone should take a step back and make more informed, conscious, sustainable purchases. I want to actively contribute towards ending the era of overconsumption and overproduction by creating a made to order, made to measure, inclusive, sustainable fashion brand that represents my principles and beliefs.
INSPIRATION
My idea was inspired by the rapidly shifting social & environmental climate we are living in today.
I am deeply inspired by the relationship people have with the environment, and how today's consumers need to find the perfect balance between the busyness of the city and the serenity of nature, between functionality and individualism. Nowadays consumer behaviour is, fortunately, shifting towards a more environmentally and socially aware mentality, demanding transparency and advocacy from the brands they love.
People increasingly prefer more versatile and sustainable garments while not compromising on creativity and individualism, that is why I choose to create AB design. The brand stands for inclusivity, versatility, sustainability, and change, never afraid to challenge the status quo.
MY WORK
PORTFOLIOS
Model wearing the boiler suit
Bird's-eye view of the runway
Model wearing the full suit
Model wearing the transformed suit
Close-up of store entrance mock-up
Bird's-eye view of the store concept mock-up
Close-up of the fitting room area
Brand logo
Reverse brand logo
Logo guidelines part.1
Logo guidelines part.2
Brand typography
Typography guidelines
Brand colour palette
Colour palette guidelines
Brand tag - front
Brand tag - back
Brand label
Brand packaging
DETAIL
AB Design: A sustainable, transformable capsule collection brand
My project is AB Design: A sustainable fashion brand that creates a capsule collection of four garments: a blazer, a pair of troursers, a boilersuit and a dress. Together, they can transform into at least 22 looks. The entire collection is designed by me. It can either be rented or purchased as made to order or made to measure. It also comes with a free repair warranty. The brand focuses on sustainable manufacturing, marketing and commerce practices, low use of resources and low waste. The aesthetic coordinates with its philosophy: simple, practical, and thoughtful; yet progressive and creative. We appeal to an urban, open minded audience, who wants to challenge the status quo. The collection first releases as a digital sample, then is created in physical form. Initially, the brand aims to promote itself via social media, including influencer outreach and organic engagement. Alternative promotional activities are to be carried out through pop-up events. A brand store is planned for the future.
"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein
Graduate Fashion Week in partnership with:
