Fashion brands continue to look for unique ways to show off their collections, often using social media as a tool to find new influencers and collaborators. Designers have teamed up with illustrators discovered on Instagram, asking them to catch the essence of a collection – or using their work for prints and embroideries on the garments themselves.
Creative director of Gucci, Alessandro Michele, discovered illustrator @mrsjaydefish on Instagram, drawn to her clean, crisp and detailed work. Rather than illustrating a finished catwalk look, Michele invited Jayde Fish to contribute drawings which were then turned in to prints and embroideries for Gucci’s S/S 17 collection.
British-born Gill Button was a jobbing artist when she set up her Instagram account @buttonfruit in 2014. She soon gained a large audience of followers including Dries Van Noten, who subsequently offered Button a commission to hand-paint 1,200 invitations for his A/W 16 catwalk show, using her designs to inspire the show’s beauty looks. The collaboration continued with Dries van Noten producing two books featuring @buttonfruit‘s illustrations of their A/W 16 menswear and womenswear collections and using them for store window displays.
Gill Button has since worked on various other projects, including painting the main characters of series 3 of Amazon’s hit series Transparent. She is also currently showing her work in a solo show as part of Less Is More Projects, Paris.
@unskilledworker A.K.A. Helen Downie also has a large Instagram following. Her work is atmospheric, dreamy and instantly recognisable, with bold colours, detailed garments and women with big eyes. Also discovered through her social media account, Unskilled Worker has collaborated with names such as Nick Knight, Alexander McQueen and Gucci.
Illustrator Christophe Chemin‘s work has been turned into fashion prints. The self-taught Frenchman’s coloured pencil drawings were recently shown on the runway as part of Prada’s A/W 16 menswear collection.
USP: The desire for IRL connection and phygital experiences continues, bringing fashion brands and artists together to create unique collaborations.