position, voice, content
· LOST ·
Graphic designer, Laura Halliwell, spends half her time in India, designing and developing her sustainable and ethical fashion brand, Fool Dost. She works in partnership with MasterG, a garment skills training program for people from marginalised and migrant communities, which enables young women to earn a decent living, with dignity. Laura came to us for tone of voice, concept and content development.
· FOUND ·
Inspired by Laura’s deep connection to her own intuition we entered into a conceptual exploration. I began by drafting different stories and ideas that might give her a framework to dance inside of. The core concept that came out of our work was the idea of ‘spanda’, which is Sanskrit for pulsation, or the eternal expansion and contraction of life. This expression of contrast is central to Fool Dost, bringing two seemingly opposing elements together to remember wholeness, where each defines the other. This non-dual philosophy is woven into their design, relationships, process and outlook.
· SAMPLE ·
Find a line and follow it. Sometimes you just have to listen and when the pen begins to move, shapes can pour onto the page and, before you know it, you have the seeds of a collection. This is how Fool Dost came to be. From an inexplicable urge to create, where the vision unfolded, one intuitive step at a time. Through the skills of the inspiring women and men of India and the MasterG program, Fool Dost collections are designer Laura Halliwell’s interpretation of elegance.