2_9_ScanMag_75_April_2015_Text_Q9_MADS_Scan Magazine 1 07/04/2015 21:39 Page 27
Scan Magazine | Design profile | Project.AJ117
Right now we are inspired by the look from the ’70s with bright and warm colours, but you will see that these new styles match the previous ones. We aim to create a continuous feeling that not everything happens so fast in an otherwise always changing society,” says Charlotte Vadum. Functionality for the everyday life No matter in which direction trends may go, one of the most important things for Project.AJ117 is to be recognised as a brand that is comfortable to wear. Functionality has therefore become a keyword in the production process, which has given the brand a wide client base. From 15year-old girls to 85-year-old women, all are wearing the clothes by Project.AJ117. “I think our design attracts so many different people because we do not create
the style with a clear target group in mind. It is more a lifestyle. You have to be comfortable with what you are wearing and it has to be functional. Something simple you can use for your everyday life, but with a twist of fashion. I would say that we focus on designing ‘need to have’ items for your wardrobe. Therefore, design and sales are working closely together to match that special customer’s request. Probably around 70 per cent of our collection is being created with this intention and then the rest is a little bit more extravagant. So there is something for those who really care about fashion as well,” says Charlotte Vadum.
For more information, please visit: www.project-aj117.com
Issue 75 | April 2015 | 27