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Block 2 of my second year at London College of Fashion was an industry project with Fitflop. The project consisted in designing a shoe that fit the FITFLOP consumers needs and satisfied the performance aspects of this “Athleisure” product genre. Through research of the brand itself, analysis of the upcoming market trends for Athleisure and detailed observation of the Fitflop consumers needs, I had to build a design rationale that satisfied and supported the concept of Athleisure and the Fitflop brand. I took Africa as my inspiration and researched A/W 2019 trend reports by Vogue Runway, WGSN or influencers, among others. The final design, the Samburu sneaker, is the result of this research and experimentation, and the rest of the pages will help you understand how the idea was developed.
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