HEM Portfolio

HilaryellenMartin

Design Portfolio

hilary.e.m@gmail.comwww.hemdesign.co.nz

• Grey Matter - Capsule Collection

• Fold - Capsule Collection

• Accessories - Bags and Jewellery

• Wellington Fashion Week - Young Designer Awards

• HEM Branding and Advertising

• The Struggle - Graduate Collection

• Miss Magnolia - Capsule Collection

CON-TENTS

Spring/Summer 2013 Capsule Collection

greymatter

Pho

tog

rap

hy b

y M

elis

sa I

rvin

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2013 Capsule Collection

FOLD

wellingtonfashion

week2012 Young Designer Awards

McKenzie-Watson Photography

Hilary Ellen Martin - Fashion Design

HEM branding and advertising

www.hemdesign.co.nz

HEM at the Wellington Underground Markets

HEM stockist Design Cartel, Willis Street, central Wellington.

Since the establishment of their partnership in 1998, Adidas and the New Zealand Rugby Union have re-created the All Blacks as a marketable brand. The elevation of a rugby jersey to a recognisable patriotic symbol shows the influence marketing can have on a piece of clothing - or perhaps an entire collection of clothing.

In a recent interview with Style.com, Alexander Wang states, “I’ve always liked to take something very dressy and bring it down, [take] something very, very casual and elevate it.” Taking cues from Wang’s design aesthetic, I will produce a contemporary, wearable, trans-seasonal 2012 womenswear collection that communicates a distinctive rugby theme. I will create my own brand, appropriate and re-design All Blacks imagery and employ marketing techniques to generate a tongue-in-cheek advertising campaign that encapsulates the same sense of excess, spectacle, obsession and celebrity as New Zealand rugby.

While I am not the biggest fan of the sport, I am intrigued by its impact on New Zealand society. Exploring the commodification of rugby and turning it into a body of work is my contradictory way of joining the fandom that surrounds rugby in the lead up to the world cup this September.

“I’ve always liked to take something very dressy and bring it down, [take] something very, very casual and elevate it.” Alexander Wang

the struggle

2011 graduate collection

trading cards

Photography by Melissa Irving

illustration

specification drawing

print

A capsule collection inspired by a favourite childhood book- Mr Magnolia by Quentin Blake.

2010 University Assignment

miss magnolia

Hilaryellen

Martin

Design Portfolio

hilary.e.m@gmail.comwww.hemdesign.co.nz