EU MEI

HYPOTHETICAL LUXURY FASHION LABEL

The concept of denim transcending into a luxurious space.

The construct of repurposing the utilitarian fabric is developed through reversing the orientation of a pair of wide leg, dark denim jeans and becoming a functional, backless top.

The manipulation of raw, dark denim aligns with the idea of opulence. With metallic gold mediums, a non-linear pattern is composed with gradating density and scale on the sleeves. The simplified reflection of stars are embroidered and hand drawn on the sleeves. No two garments will have identical fabrication, further advancing the concept of exclusivity.

Eu Mei considers the importance of local and organic materials to produce a relevant campaign. Australian natives are employed in the frame and supporting neutral tones of the land are included to complement the composition.