Strongwill Store Branding

Student: Ivanova Kseniia

Educational Programme: Design (Bachelor)

Final Grade: 9

Year of Graduation: 2024

Originally designed for functionality, workwear has ceased to fulfill a purely utilitarian function. Nowadays, the "workwear" style trend is gaining popularity in fashion, which is based on various elements of work uniforms, and there is a need to study the factors that determine this transformation. The aim of the research is to trace the evolution of workwear, to examine the socio-cultural background that contributed to the aestheticization of workwear. To achieve this goal, I will study archival photographs, collections of fashion designers from different time periods; visual research and literature review will be used as the main research methods. As a result, the study will identify major trends and clarify the socio-cultural dynamics shaping the aestheticization of workwear

Full text (added May 22, 2024)

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