"AGANOVICH"

Aganovich / əˈgænəʊˈvɪʧ / > noun (pl. Aganoviches): a sequence of events especially when imagined.

Founded by in 2005 by Belgrade born Nana Aganovich and her partner Brooke Taylor, I was introduced to the duo by my friend Jimmy Chan (he owns French brand Rue du Mail, and now Aganovich). Jimmy told me: “Rarely do we see a brand which not only focuses on design, but on the overall story. They breathe and live the world they created. They are really focused on creating art for our industry.”

"Despite their cerebral approach to fashion, their clothes are also modern, fresh and wearable. Their latest spring/summer collection features half skirts and dresses that are structured on one side and loose and flowing on the other. Many of the silhouettes border on futuristic with rounded shoulders or cape sleeves, all in a white palette, punctuated with vintage green brocade. Apparently it is a homage to gypsies." (D'vine, 2016)

I wanted to go ahead and switch my brand from Mayamiko to Aganovich for this unit. Aganovich was closest to my current design identity and hence seemed most appropriate. I could actually see myself designing along their design aesthetic and therefore decided to design a black jacket that mirrored what they are famous for.

I didn't want to design a jacket and then realise there is absolutely no resemblance to the brand concerned. I made sure I picked a brand with a distinctive pattern cutting style. Even though it's a black on black project and I could've easily picked someone like Yohji Yamamoto or Comme Des Garcons, I figured it would be more interesting to pick a brand that wasn't as well known. This helped me further my research into them which also contributed to my comparison in the niche report.