Skills Applied
Concept Development
Trend Research
Logo Design
Photoshoot & Filming
Creative Direction
INNRI is a brand created in the period of three weeks by second years students from three departments of Amsterdam Fashion Institute: Design, Branding, and Management Department. The result is a brand based on the year of 2028, supported by a collection, a fashion film and a physical installation, and a fashion show.
INNRI was inspired by a merge between two icons: Björk and former British Prime Minister Margaret Thatcher. Despite the clear differences between these two icons, we think that they both strive for an ideal world and self-image, and possess a power to construct this for themselves.
The concept is called "The Power to Construct." INNRI believes that this can be achieved by turning your focus toward the inside - within your own 'microverse,' you have the power to construct.
For this project, I took responsibility for the concept development, art direction, logo design and target group research.
