Art Direction – Design – Illustration

As part of a long-term collaboration with fashion designer Ashley Marc Hovelle, I created hand-drawn illustrations and design assets for the season’s products, such as all-over repeat patterns, screen-printed and embroidered elements.
Yoga forms an integral part of this range presented in an array of applications. The signature embroidery this season – that I created – is the yogi repeat. Abstract yoga postures are delicately embroidered on t-shirts, sweats and trousers. This new application techniques honour the art of embroidery with a new embroidery technique.