My aim is to create a unisex brand that represents non-conformity, a collection that anyone can wear, eradicating the idea of trends this will be something that is genderless, the subtraction of man and woman. Challenging the notions of gender neutrality I want to push the boundaries creating my own unique selling point within the market - the use of colour and print has rarely been explored by big unisex brands I have chosen to use both of these elements and incorporate them into my design aesthetic. This will be exemplified in the garments with simple silhouettes and over sized cuts the pieces will allow practicality and comfort for the wearer. The communication, being the focus point will reiterate this with the use of ‘normal’ models, people who don’t adhere to societies standards of ‘perfection’. The diversity will be shown with the use of real people, different age, shape, height, race, which will play a large part in the message of my brand. I want this to become an identity, something that people instantly recognise with the help of a large online platform and recognisable digital illustrations, prints and logo.