D1/2’22 Flash was the first full collection put into my hands of responsibility at Jack&Jones. What started off with a small capsule grew into a full story concept with three seasons I created for the brand.

CONCEPT PROCESS

'We are Blue Blooded'

In the following you will explore what kick-started the idea as well as the resources used to create this collection.

01

We started by researching the current trends using Chinese as well as Western channels. Multiple shop visits in Beijing and Shanghai allowed us to paint a picture on what big brands and our competition offer.

02

The book ‘Blue Blooded’ was one of the few things traveling to China with me! It lend great inspiration transforming this story into a collection that captured the current zeitgeist and create a market applicable jeans culture concept.

image credit: https://charlesandmarie.de

03

The next step was to incorporate our brand identity and consult with relevant departments. JJ blue was combined with a calm palette and orange.

Fun fact: The concept was supposed to be called ‘Blue Blooded’ after the book, but we got a little lost in translation.

             After seeing all the graphics done with ‘Blue Blood’ I decided to just roll with it. 

04

The right silhouettes were combined with the graphic story and trims. We composed the looks with the first round of samples and proposed our vision to the marketing department.

First samples, outfit creation

05

Take a look at the full collection. Due to the great success it was used in a variety of locations and with different models to appeal to a wider audience.

Wanna see more?

Take a look at season II & III