The Gild Design Agency and MTV Designs
MTV has moved into the world of lady’s fashion but with never much more than a huge MTV logo on a t-shirt. With the brand losing dominance since the digital revolution, a new vision to MTV and fashion was essential The mission; to live beyond the television screen and positively break into the High Street delivering the brand into a new space.
MTV vision was to create a new brand concept, ‘MTV Hidden Worlds’. Hidden Worlds explores women’s femininity across four diverse collections: Carnival, Antennae, Grace and Alternate Universe. Each is different and contrasting in content, style and colour palette, enabling the brand to appeal to a wide range of consumers and licensees on a global level. The Gild Design Agency worked with four well established illustrators, each of whom was tasked to create illustrations for one of the four collections: Ray Smith (Carnival), Jitesh Patel (Grace) Emily Forgot (Antennae) and Pomme Chan (Alternate Universal. lustrations were created for S/S and A/W design guides, informing a distinctive creative vision for MTV’s partners, inspiring them to create desirable and compelling apparel and accessories.
The Grace collection, illustrated by myself is positioned as ’a secret garden in a girl’s imagination’, according to The Gild, where nature can be explored ’with charm and innocence’. Digital and hand-drawing techniques have contributed to an intricate and considered layering effect.