‘Game Over, Game Over’ is a collection reacting to a live brief collaboration with SDX, Superdry's Premium sub-brand. SDX has a focus on being disruptive, fearless, and breaking boundaries and a strong consumer profile aiming at 13–24-year-olds who refuse to be constrained by the mainstream. Their collections feature credible style choices with exclusive, limited-edition products. The brief had a focal point on sustainability/upcycling sample and unused Superdry products whilst creating a product that would be sellable and told a story for the trend setting consumer. 

Being a commercial designer, a live brief with a brand suited my design style, focusing on ready-to-wear garments, excessive layering and bold, contrasting print and embellishment details.

‘Game Over, Game Over’ is a vintage video game inspired concept following the ‘story-like’ mission deprived from William Alllingham’s poem ‘The Fairies’ which both influenced the neon imagery, print and embroidery. The consumer Player X was created, inspired by SDX’s boundary breaking consumer. 

The outcome was completely upcycled, using upcycled Superdry garments, leather remnants, wires and high vis jackets.  

Following the live brief, I was shortlisted from 50 and was selected as one of the six finalists put forward for an interview with the SDX team for an internship opportunity. Although I did not get the internship opportunity, it was a brilliant experience and was a great networking and portfolio building opportunity as a commercial designer that gave me more confidence and advice post-graduation!

Have a scroll through my portfolio...