Deborah Adeniyi

BSc. Fashion Buying and Merchandising  

 Savage X Fenty launches Fuego X Fenty (womenswear athleisure range S/S) 
My project responds to the intensive growth of the athleisure market within the fashion industry. Savage X Fenty will launch Fuego X Fenty, an athleisure brand aimed at female-identifying individuals.  I demonstrated my knowledge of range planning, sourcing and merchandising to create a range that addresses critical external and internal factors while centring the Savage X Fenty consumer and brand ethos in the development stages. Throughout the project, I aimed to ensure that Savage X Fenty’s brand essence was evident in every single piece through infusing signature print, colour story and branding. Furthermore, there was a significant focus on ensuring that silhouettes and cuts were complimentary to a large number of shapes and sizes to address the lack of consideration within the industry, for body types that do not fit “societal norms”. 
In the future, I hope to use my creative flair and analytical skills to make an impact in the fashion buying sector. 
Email:  deborah.aden@gmail.com  
Linked In:  Deborah Adeniyi -   www.linkedin.com/in/deborah-adeniyi-46725a134