About The Designer
I am a fashion designer with a passion for all things creative and artistic. I would define my intended career path as an exploration of fashion design, business practice and art. My areas of interest include fashion buying, administration, planning, merchandising, marketing, blogging, writing, editing and illustration. I consider every opportunity to be one worth taking as any experience is worth the chance to learn something new. My goals include building a well-rounded professional and academic portfolio of valuable work experience within the fashion field as well as pursuing my post-graduate studies.
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Adauntless by Aliyah is the actualisation of my final year brand, it is the body of work that sums up my degree and all that I have managed to accomplish. Adauntless is a one-of-a-kind designer fashion brand that caters to women of all body types who value art, beauty and extravagance. What is so unique about it, you ask? The product is custom made garments with hand painted design elements or specially created prints, designed to fit and flatter the unique and beautiful body of the wearer. The goal is to bring women of all shapes and sizes to the forefront of cutting-edge fashion. Adauntless believes in breaking down the beauty standard, in the value of expressionism, in standing out from the crowd, in feeling beautiful in your own skin.
About the Brand
Adauntless by Aliyah
The Armour of Powerful Women
Brand Ethos
As a young girl who has always been passionate about fashion I have struggled to look and feel good in the clothes that every other young girl seemed to look fabulous in. I grew up in a family of beautiful, strong women of all shapes and sizes whom I discovered have had the same problems as me in their fashion journeys. As an aspiring designer, I believe that every woman deserves to feel like a work of art. I aim to create a designer fashion brand that seeks to disrupt society’s standards for women by utilising what I call the ‘Every Body’ mentality. This means that I choose to cater to a wider range of bodies and sizes right off the bat as opposed to launching with standard sizes and then expanding into a ‘plus size range’. As a brand, I want to create garments that flatter the women who aren’t always able to find the right fit in regular stores. Adauntless believes in inclusivity, diversity, and unique craftsmanship. I aim to create beauty through elegant, high-quality garments designed to fit all body types with the added luxury of hand-painted design elements at the bridge to designer level and custom-designed prints at the moderate to better level. Adauntless believes in breaking down the beauty standard, in the value of expressionism, in standing out from the crowd, in feeling beautiful in your own skin.
Brand Identity
Adauntless is a designer fashion label that speaks to extravagance and one-of-a-kind beauty. The brand caters to women of all shapes and sizes who want to look and feel beautiful. My product will be one-of-a-kind garments with hand painted design elements. They will be made to order to fit the unique body of the wearer, as well as commercial wear garments with original prints, and high-quality fabrics that will make women all body types look and feel fabulous. The ‘Every Body’ mentality aims to cater to all body types equally and at once. This is done deliberately opposite to the way society caters to women at the moment. The goal is to bring women of all shapes and sizes to the forefront of cutting-edge fashion and make them feel like they can rule the world.
Customer Statement
The Adauntless customer is a bold woman who believes that she has the power to run the world. She is an intelligent woman with something to say. She loves jet-setting around the world and attending fabulous parties. The Adauntless customer views clothing as more than something with which to cover one's back, she believes it is an expression of oneself.