Simo: A new design code for the working day
Simo is an exciting new fashion house aimed at professional women. Three Central Saint Martins graduates were chosen to compete for the opportunity to design the company’s first capsule collection for AW 2015. The process was overseen by Sarah Gresty, a senior academic at Central Saint Martins from the Fashion Programme.
Freya Morris, Richard Malone and Sang Yoon, all graduates of BA Fashion: Womenswear, were invited to respond to the brief. Each presented a moodboard illustrating their ideas for the collection, including tone, narrative, a range of garment sketches, potential fabrics and colour stories.
The client then selected one winning graduate, Sang Yoon, to design the 15-piece collection, including suits, trousers, jackets, dresses, shirts and coats. The collection is characterized by soft tailoring, sometimes deconstructed, with an emphasis on how the fabric falls.
Simo co-founder Astrid Geeraerts praised the graduates’ work: ‘the quality of talent is stupendous. We are so excited to be working with these wonderful young designers, and we are excited to be bringing this talent to the market.’
After successfully working closely with Simo from development and production through to the launch in September 2015, Sang Yoon became the company’s Creative Director. He is now working on designs for next season’s collection.
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