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.
Linked In: Deborah Adeniyi -