Merel Korteweg’s Fashion Identity for HAY

Inspired by Danish interior design company HAY, Merel Korteweg used her graduation project as an opportunity to create a fashion identity for the minimalist line.

Hay tends to employ the use of product families, and in order to maintain that approach Merel opted to stick to three style families, “natural”, “architect” and “explorer”, creating elaborate mood boards based for each. Using fabrics she designed, the natural style family has the feel of a basic clothing line, while the explorer aspect of the line is more upbeat and slightly ethnic. The architect style family represents more of the graphic element of the company.

Photographer: Anne Claire de breij
Stylist: Babette Tielrooij

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