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HEAL’S + MAKE IT VERSATILE, MAKE IT INNOVATIVE, MAKE IT A STORY


PORTFOLIO: LIVE PROJECT with PIKE TEXTILES

ALEXANDRA MASTERS


I N N O VA T I N G

‘But it is hardly coincidental that interior design, much like TEXTILES fashion and theatre, is a discipline invested in the notion of WITH ARTISTIC self-fashioning through artifice’ APPROACHES (Saunders 2006 p.305 --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------


H O W D O E S V E R S AT I L E B E C O M E LU X U RY ? H O W D O E S I N N O VA T I V E B E C O M E L U X U R Y ? HOW D OES THE STORY BEC OME LUXURY?


HEAL’S + MAKE IT VERSATILE, MAKE IT INNOVATIVE, MAKE IT A STORY

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BRINGING LUXURIOUS FABRICS TO LIFE


BRINGING LUXURIOUS FABRICS TO LIFE


BRINGING LUXURIOUS FABRICS TO LIFE


BRINGING LUXURIOUS FABRICS TO LIFE


THE 1810 COLLECTION HAS BEEN USED TO APPLY SOME LATERAL SOLUTIONS TO HEAL’S FABRIC BUSINESS. Art is often used within fashion to inspire and give a commercial goods increased luxurious value - to approach commercial business needs with artistic solutions is with the aim that the static pattern book can be looked at as a multi-faceted tool for inspiration as well as decision making. When discussing ideas with Pia Benham (2014) and walking through the Heal’s store, the quilt grew as an idea. 1810 fabrics were acquired to implement artistic solutions to commercial needs. ARTISITIC FEELS LUXURIOUS

An example of art and fashion coming together that has been inspirational for ideas is fashion illustrator Tanya Ling’s design for a Fendi bag as part of a charity project named Peekaboo (Fendi 2014) . The fluid movement of Ling’s brushstrokes creates the potent mix of luxury, fashion and art to sell commercial goods. Another featured here is the collaboration between Petit Bateau and Satu Maaranen - equally expressive of art, movement and fashion textiles - enhanced by the editorial shoot [right].


‘With the feminization of the bourgeois home comes a new conception of the domestic interior: a unique abode that mirrors the temperament of its (female) homemaker’ (Saunders 2006 p.305)


CONSUMER ONE

CONSUMER TWO

CONSUMER THREE

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CONSUMER ONE


CONSUMER TWO


CONSUMER THREE


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FLAT

RUCHED

FOLDED


STORY INSPIRED BY 1810 COLLECTION: Spring s e e p s into summer, The gentle mist of an early morning; w i n d i n g off the trees, r i s i n g , Rooks r i s i n g ; open the French windows, let the clouds, the b r e e z e and the birds song in. All that was left were the flowers, wild flowers: Poppies, cow parsley, bellflowers, white bluebells, The doors need taking off their hinges, the tables need laying – The jelly, let’s hope it sets this time. Fresh, This morning The s q u e a k of the hinges from the other room, the c l a t t e r of silverware, Mrs Dalloway comes to mind, when Peter Walsh said, ‘Musing among the vegetables?’ - was that it? – ‘I prefer men to cauliflowers’ she replies. Something reflected on the ceiling as the morning light reached the open window; The b r e e z e kissed the window, it r a t t l e d , and a picture on the wall g r o a n e d , The light p i r o u e t t e s , Dancing, She should get up, r i s e with the rooks, move from the window, She doesn’t, She s i n k s into the folds of the velvet sofa, and lets the b r e e z e roll over her like a wave, Clouds gather, clouds dissolve. SUMMER SLUMBER BY ALEXANDRA MASTERS


‘Articles do not define interiors; bodies that move and feel their way among these objects do’ (Colley 2006 p.68)


INNOVATIVE

VERSATILE

STORY


THE APP STORY

THE STORY

THE QUILT

MAKE IT INNOVATIVE

MAKE IT A STORY

MAKE IT VERSATILE


LIVE TEXTILES PROJECT