When I picture a guitar, I picture the one that sat in my parents’ bedroom my entire childhood. As soon as I began designing a collaborative capsule between Coach and Fender Electric Instruments, I called my father and took notes on the deep blue fender bass he bought upon immigrating the the United States.
(Above) Research on shapes and iterations of Fender guitars, paint colors, and cultural history of early rock and roll.
In the 1940s, the appeal of early rock and roll was rooted in the musicians’ wide variety of musical backgrounds (gospel, blues, country western) and their authenticity in spite of record labels attempting to package their personalities for mass media consumption.
My research led me to three major insights:
There is enduring appeal in physical, in-person experiences
There is something desirable about experimentation of thought and taste- particularly discovering these things through lived experience rather than being fed “taste” algorithmically
Unbridled pride in subculture has always driven both music and fashion
(above) research and illustrator flats for wovens, denim, tailoring, and accessories.
(below) campaign proposals:
shared ambassadors between Coach and Fender
ad campaign documenting longevity of garments over time, documenting clothing as it becomes naturally distressed by musicians on tour
