BRAND INTRODUCTION

When researching what brand I wanted to create, I found a niche for a feminist brand, owned and managed by solely women. My brand will champion women, putting them at the forefront of all aspects of Missfits, from design to manufacturing. By doing this, we aim to nurture disadvantaged women break the cycle of poverty by offering them an education that will support them beyond the factory. In adopting this approach, we will be directly bettering the lives of those involved in my supply chain.

Missfits creates women’s occasional-wear inspired by influential women and trends. This clothing will comfortably fit women of all shapes and sizes, including those who describe themselves as in-between sizes. This has been a personal struggle for me as in various stores I fall into different categories of sizing. As a result of this, I have found myself deflated, as items do not fit the way I had hoped. Attempting to correct the issue of sizing, will encourage women to feel empowered by the clothes that they wear.

However, I knew that to survive in a vast market dominated with fast fashion, Missfits designs needed to versatile, colourful and importantly sustainable. Each item can be worn for a variety of occasions - so women will reach for this collection regularly.

In order to create a cohesive project, I will be creating a full brand and buying proposal for Spring/Summer 2024. This will be supported by supply chain information, including highlighting how education will be at the forefront of my brand. I aim to fully immerse myself into the world of fashion buying – in order to create outcomes of an industry standard.