Creating a Brand "River Young" and Capsule Collection Using the Image of Incredible Stella

Personal image is an invaluable tool for achieving financial, career and social goals. An impressive significant image is able to attract people and sell almost any product. Politicians, cultural and public figures, as well as popular performers are fairly serious about image producing issues. The aim of the graduation qualifying project is to develop an impressive image of a popular performer through creating a fashion collection. The projects consists of two main parts: 1. Development of the fashion brand “River Young” considering itself as a clothes for young people who are fairly into contemporary art and culture. One of the crucial brand's strategies is a practice of collaboration. “River Young” collaborates mostly with contemporary artists. 2. Creation of the fashion collection called “Incredible Stella”, which is inspired by the image of a popular singer. The Incredible Stella is a heroine of a contemporary artist Darya Abdulina. Stella is a collective, hyperbolic image of a popular performer, whos image significance and flamboyancy could be compared with the musical icons of the 80s.