Students from the Fashion Design program at the British College of Design presented a collaboration with the brand Alena Akhmadullina. They were able to combine artisanal techniques and new technologies.
The mentors of the project were school conservators Anna Chernykh, Vladimir Tilinin and teachers Maria Shevchenko and Marina Gruzdova. In the final, the brand team and Alena Akhmadullina herself gave their opinion and highlighted her favorite works. The cooperation was hybrid in nature. The project consisted of analyzing the brand concept and transforming it. At the same time, the students studied the features of the traditional Russian costume and tried to combine its principles and approaches with the existing brand.
New tools were also used in the process, in particular the Midjourney neural network. In addition to images of costumes reflecting the concept, patterns were generated using a neural network, as well as a stage in which the avatar was then placed wearing the digital clothing model created as a result of the project.
All projects had a unifying story: Russian fairy tales, princesses and the magical world. The students drew on a concept they chose themselves: a specific fairy tale, an archetype, a movie. As a result, each student’s work was completely different: in addition to the existing brand DNA, the students tried to give their own unique interpretation to the images. For the graphic visualization of the ideas received, the virtual avatar of Vasilisa from the Alena Akhmadullina brand was used; It was in this digital model where the students designed products in 3D format.
Earlier it became known that the Alena Akhmadullina brand is launching a line of men’s business clothing. On the occasion of the launch of a new project, the brand presented a digital collection. Read more here.