Fashioning Sound

FASHION SYSTEMS IN MY PRACTICE

USE OF BLUE AS AN ANCHOR TO ESTABLISH MY IDENTITY IN STYLING. 

- HARD AND SOFT
-POLISHED AND UNPOLISHED

MY STYLING PORTFOLIO

My interest in world-building began outside of music, while working as a retail assistant for the fashion brand COS (H&M group). Staff were trained to understand the organisation’s Red Thread concept, a way of connecting the brand’s values, products, visual presentation and customer experience. From minimalist clothing, shop layouts, digital platforms, and even plant selection, everything was carefully considered. The concept demonstrated the power of cultivating culture and audiences, showing how consistent design, messaging, and curation can shape behaviours, perceptions, and loyalty. Initially, this felt overwhelming and financially out of reach for an independent artist. Over time, however, I realised that I had been instinctively developing similar approaches within my own practice.

Looking back, this way of thinking is closely tied to my background in fashion promotion and
imaging, alongside my experience working as a fashion stylist, where I developed an
understanding of styling, branding, and visual identity as systems rather than isolated elements.Although I later moved away from formal study, this training continues to inform my creative approach. As a self-taught musician and visual artist, I have released music, DIY short films, and independent radio shows, as well as organised music jams and art showcases. Without consciously naming it, I was shaping the contexts through which audiences encountered my work. This led me to understand that artistic practice extends beyond individual outputs; it involves constructing an ecosystem of experiences, aesthetics, and values that provide audiences with a sense of belonging. These creative worlds can exist across physical and digital spaces, from performances and installations to merchandise and social media.