Meet GFF Talent, Joeley Sutton, a fashion design graduate from De Montfort University. Joeley’s final collection is inspired by rock and roll legends of the ‘70s. Her work aims to subvert gender stereotypes — which she plans to continue exploring as she enters the industry following graduation. Read more below!
What is the most valuable thing you have learnt at university?
One of the most valuable things I have learnt during my time at De Montfort is how to be as experimental as I can whilst in the learning environment. For me, it’s vital to keep on learning as I go throughout every experience. I have also learnt to 'never play to the gallery' in what I do and do not work for other people in my work, for my work would not truly be my own otherwise.
What was the starting point of inspiration for your final project?
The initial beginning of the project started off with researching into psychedelic rock music, this spiralled me into my love of researching. I developed onto tracking down every book I could find on Bowie and rock and roll music and androgyne which lead me onto becoming a gender-fluid designer.
What form will your final project take?
The project will take form in garments (two outfits) and a look book of imagery of said garments. I would like the imagery to embody the rock and roll performer with an ambiguous mix of masculine and feminine traits. I am currently working on a written based magazine to support this work based on the theory of androgyne and ambiguous identities. When the garments are completed I am also going to be working on a documentary type video symbolising a nostalgic view on rock identities, using playful psychedelic themes.
What materials have you used and how did you source them?
I have used digitally printed cotton satin sourced from my university print departments and a locally sourced chiffon. I have developed my own hand-drawn print using my own detailed artworks of famous rock and roll identities such as Mick Jagger, Bowie and Harry Styles. I have done this to create a mix of nostalgia for the '70s with the experimentation of psychedelia to, therefore, create a truly androgynous look.
How has it evolved from your initial ideas and what have you learnt along the way?
The collection has evolved into this idea of creating designs for a performer on stage, a musician for example. I have learnt about how much being experimental with what I do means to me and how to present parts of myself in what I do. It has opened up opportunities I had never considered before in what I would like to delve into once graduating.
What are the messages and themes behind your project that you want people to take away? Do explore any topics like diversity, sustainability or politics in your work?
For me the message is about Identity, and how to embrace ones full androgynous self-using the power of music and fashion. I truly believe the future of fashion is gender fluid. For me what is most beautiful of one gender characteristic is of another's characteristic. The ambiguity of exploring masculine and feminine features as one through fashion is a beautiful thing.
What’s an aspect of the fashion industry that you’re passionate about fixing or having a positive impact on?
Gender Fluidity for sure, I want to see a world where we are all truly treated as one and equal. For me, anyone should be able to wear anything they wish too regardless of gender stereotypes. There’s a lot of negative aspects going on in the world right now and I want what I'm passionate about to be something positive to bring into it.
What is your plan once you finish your BA?
Current plans are undecided as of right now, however, I would like to continue my investigations and research into androgyne and gender fluidity in the fashion industry, whether that be through a designer, research or writing-based role. As long as I continue to create and expand my learning capabilities.