Stefanie Tschirky from Royal College of Art has been named as the
winner of Arts Thread and Avery Dennison Retail Branding & Information
Solutions (RBIS) Future of Denim Branding competition, a contest designed
to challenge how the fashion industry thinks about denim.
Tschirky was selected from a shortlist of 11 design students from
around the world and won over an expert panel of judges including Kristina
Szasz, denim design director of Karl by Karl Lagerfeld and Jonathan Cheung,
senior vice president at Levi’s to win the competition.
Her winning project, ‘Your Story – Your Denim’, examined the origin story
of denim before it is bought by consumers, and her denim collection
features details including the name of the seamstress who fashioned the
jeans, and a sealed test glass containing fibre from the cotton of the
jeans, transforming the jeans from a mass produced item to one that shows
its background and craft.
RBIS names Future of Denim winner
“Building a brand is one of the most challenging and satisfying things
a designer will do in their career,” said Cheung. “The ability to portray
the brand’s character at a glance is a fundamental skill. It was great to
see how all the entrants endeavoured to tie emotional content to their
branding and to see sustainability and social responsibility play an
increasing role in defining a brand’s values. I’m delighted for Stefanie’s
win and congratulate all the entrants for their work.”
As the winner, Tschirky will have the opportunity to bring her design
and branding to life through an internship with the Avery Dennison RBIS
creative team in London as well as Los Angeles, where the company houses
its 15,000 square-foot Customer Design and Innovation Center (CDIC). During
the internship, she will develop and witness her designs travel through the
production process – from artwork to sampling to the finished product on a
pair of jeans, supported by our manufacturing partner, Hirdaramani Group.
“I’m excited to win this competition for a number of reasons,” said
Tschirky. “From the internship, to developing my denim branding concept
even further, to gaining the opportunity to learn more about the innovation
at Avery Dennison RBIS, to an exciting trip to LA! It’s an amazing chance
and I still can’t believe the panel of judges selected my denim branding
concept.”
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