The fashion environment project was a two person group assignment that was about creating a concept for a store-like environment where brand and consumer meet. We started by researching a specific target group and several jeans brands. Finally we connected a target group with a for them unknown jeans brand, so the challenge was to create a retail environment where brand and consumer recognize themselves in. 

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Our target group were upper-class middle aged women and we choose the rock-influenced, New York based jeans brand BLK DNM. We’ve chosen these two because they couldn’t been further apart. Still we found common ground in the way BLK DNM takes their inspiration from the youth of our target group, the time were the Stones and Debbie Harry were true icons. With BLK DNM ICONS we want to bring our target group back to when they were fearless rock chicks.