Design directions

Expressions of identity

Health & Beauty

Focus on the decolonisation of the beauty industry, catering for all types of bodies, especially those marginalised in the past.

A more comprehensive understanding of beauty. The freedom to choose what you want, based on your values.

Support small brands and founders that support good causes and give back to the community.

Tokenism is a difficult issue, but diversity works; make sure your intentions and voice are honest and that this is part of the company’s ethos.

Shine and express yourself, gold nails, copper glow, metallic tones, bringing out the best of you.

Gender free products, beauty for all.

Health equity

Wider understanding

Gender free

Support

Left to right

Pat McGrath Labs for Prada FW21

Uoma inclusive beauty

Self-care for black journalists by Natelegé Whaley

Top banner image by Raju Rage

Inclusivity & self-love by TooD Beauty

Mothership palette by Pat McGrath

Image of the Nailphilia exhibition

Butter by 54 Thrones

Food

Learn through food, food connects people and teaches you about culture, customs, and history.

Farms that connect growing food to growing the community and culture. Expressing heritage, sharing knowledge about crops and creating good food and work for people while fostering community.

There is so much culture in food. Traditional cuisine is passed from one generation to the next. It operates as an expression of cultural identity combined with new experiences and the spirit of today: food-boxes, delivery services, unique selections delivered to your door, all while supporting small businesses.

Share knowledge, share food, support small initiatives that create culture and community.

Food connects

Grow together

Culture

Share

Left to right

Eat Offbeat meal boxes

Activist Manuka Honey

Comforting ricepuding by Nixta Taqueria

Soul Fire Farm

Bento lunch by Eva & Kazuma

Street Vendor Project

Tempeh by Manenwolfs Foodlab

Woman’s clothing

Dress to express yourself. Materials are shiny and opulent. Shapes are expressive and strong. Big sleeves, reference to the eighties big shoulders and glamorous dressing. Gold, satin and lurex. Shimmer and express confidence and pride.

Freedom to be who you are, express personality through clothing. Storytelling to explain where you came from and where you are going.

Decorated surfaces, tactile structures and dye and paint effects. The personal expression of craft. Updated classics and layered favourites. A wardrobe curated through time, heirlooms and historical references.

Irregular surfaces, imperfect textures, minor irregularities make the materials more engaging.

Expressive

Freedom

Decorated

Big sleeves

Left to right

Outfit by Roksanda

Outfit by TRE

N-R-Co-De by Two Point Two

Blouse by Osman Yousefzada

Outfit by Osman Yousefzada

Outfit by Stella Jean

Men’s clothing

Layered garments, small vests over sweaters, under or over coats. Different textures layered, telling a colour story.

Shiny materials with brush effects and texture. Leather is polished with different colour wax to create depth and movement.

Texture in padded surfaces, woven materials and knitted fabrics. Cut patterns create shape, and graphic lines add strength.

Sportswear influences are still present but mixed-up; it is combined with warmer materials with texture, knits and weaves, or translated into leather. Broader shoulders and wider sleeves.

Patchwork styles use old garments, old-stock materials to create new layouts and shapes.

Layered

Shine

Texture

Patchwork

Left to right

Blanket patchwork by Bethany Williams

Gessica Collective

Outfit by Kenneth Ize

Outfit by AV Vattev

Kan-D goggle hoodie by

C.P. Company

Moncler 1 x JW Anderson

Living

Craft as investment pieces. Support craftspeople and their communities. Understand the ecosystem behind the objects you buy.

Textures of reclaimed materials, reused textiles and scrap wood. Materials that have a history in another shape or form.

Statement pieces and historical references. Politics translated into furniture design. Buy from those you support.

Abstract shapes and decorations. Not using patterns from other cultures but creating your expressions and identity.

Warm materials such as wood, leather, straw and clay give a grounded feeling to spaces and interiors.

Craft

Textures

Statements

Abstract

Left to right

Bench by Mash T. Design

Bespoke wardrobe by RHMB

Jamie Beckwith Flooring Collection

Image by Note Design

Re-Woven by Stine Linnemann Studio

To Disarm/ Angela Davis Mugshot by Roberto Lugo

Architecture

Decorated surfaces, textures and dynamic reliefs. Facades are not flat but have movement in them. Making cool materials warmer through texture and rhythms.

Fragmented elements, seeming to consist of different parts, built on each-other.

Dynamic buildings that connect to the area around them, open and inviting to explore.

Connected elements, not defined by floor or level but joined by material choice or shape.

Light shimmers and interacts with surfaces. Light from inside shines through the open spaces and textures.

Buildings with an identity, recognisable as new expressions of a city.

Decorated

Fragmented

Dynamic

Connected

Left to right

The Pause by Ashari Architects, Iran

Daily Paper NYC Flagship store

Golden Cube by Hamonic + Masson & Associés, France

THD house by AD9 architects, Vietnam

Social Housing In Vitoria by Matos-Castillo Arquitectos

Apartments143 by Plan Loci, India

Technology

Collaborations and special editions with social brands, artists and thinkers. Human connections enrich the product and add more identity.

Symbolic elements in design, more fantasy and expression. Warmer surfaces, more tactility, pattern and colour.

Retro elements bring joy. Things people remember from their childhood combined with the technology of today.

Design for everybody. Technology can be used to solve problems and obstacles. Include disabled people in the design process, not just the design processes aimed at creating products for them. Enrich the process by adding voices to it. Connect with real people and design with them. Inclusive teams create inclusive design.

Collabs

Retro

Glowing

For everybody

Left to right

Image by Tolu Coker

Teno by Lumio Sound

Collina Strada x Skullcandy headphones

Cycling navigation by Clement Dauchy

Smart hearing aids by Olive Union

Cylindrical speaker by Betnew play

Mobility

The streets are for play. To meet each other, to explore, to rollerskate. Movement and life on the streets.

Animated surfaces, street art to interact with. Art brings identity to a neighbourhood. Public spaces that are safe and colourful.

Art wrapping on cars, motorbikes and bicycles, breaking up the monotony of automotive design. More expression in design and decoration. Colour is used in a new way, not solid but with variations, depth and contrast.

Repurposed elements that create movement in a city. Churches to skate in, promenades in parks, everything that creates movement and flow.