Ah Hae Lee

Re-branding & day wear collection for Pearce Fionda

From South Korea and passionate about design and visual arts, Ah Hae Lee is currently attending the Master's Degree in Fashion Design Womenswear at Istututo Marangoni London and she is also completing an internship in Erdem. Ah Hae carried out a curricular project for the British brand Pearce Fionda. Designer Andrew Fionda shared personally the brief with the students enrolled in the master of the School of Fashion in London, calling for the creation of a day-wear collection aimed at a new consumer target and the development of a re-branding strategy. Ah Hae interpreted the brief devising a narrative where despite the predominance of a dark atmosphere, the ultimate goal was to represent the full value of human life. Socialization as an integral part of every woman’s life, at a time in history when there is no more distinction between professional environment and private life. The narrative begins by looking at the impact of  abusive relationships both in the work place and at home and the designs build on this narrative; the designs in the final format show a sense of freedom and confinement using specific fabrics and textures to reveal this relationship through clothing. Andrew Fionda kindly came back to give Ah Hae and her colleagues constructive feedback regarding the project; he particularly enjoyed the re-branding exercise as well as the designs which were presented.