Jamie is inspired by the natural world and the effects human have had on animals causing endangerment and what can be done to help prevent extinction.
Jamie's message is to take action and raise awareness surrounding the endangerment of Tigers and Leopards. By highlighting the beauty of these animals and recognising it is time for a change, and as humans take responsibility for the damage we have caused.
Over the last 150 years, the tigers' range has shrunk by nearly 95%. There are estimated to be around 3,900 tigers left in the wild. Listed as critically endangered since 1996, there's only around 100 Amur leopards in the wild. Action clearly needs to be taken I wanted to create a collection heavily print based to highlight the beauty of these animals and raise awareness in the cause, and also aim my collection to a younger audience to encourage them to help.
I was also inspired by the beauty of these animals and wanted to create illustrations and paintings to incorporate them into print designs. Using plants in some print designs to reference the issue of loss of habitat and deforestation which is a common denominator in there endangerment. The collection being heavy print based whilst still having a casual silhouette enabling day to day wear, giving more exposure to the cause.
The Endangered collection is a Spring/ Summer ready to wear collection. The concept of this collection is embodied around raising awareness of the endangerment of tigers and leopards and encouraging a younger generation to help. The collection is heavily print based with all prints designed by Jamie McCann, some digitally created, some oil painted and scanned in and then worked on in photoshop to create print designs. The collection has used a Mimaki printer, a Sublimation printer and Roland Versa. The collection has comfortable lightweight pieces created to attract the target market 18-25. The sheer fabric used is to reflect the vulnerability of being endangered as well as creating light weight wear still suitable for summer. The use of denim with frayed edges creates an edgier look and fits in well with dark tones of the collection which mirrors the subject. Jamie designed Graphic T-shirts to create a cheaper alternative to the main collection but still enable people to support the cause.