About Me
Hi, I’m Lena a Branding & Comms graduate from AUB.
Passion, receptivity, collaboration and organisation are at the core of my working style. I aim to reflect a love for outdoor adventure through specialising in outdoor functional wear. My styling, creative direction and brand development work represents an amalgamation of natural environments and modern street style, in print and digital formats.
Elements of my childhood in the British countryside and influences of my Eastern European heritage are incorporated throughout my creative practice. Connections to nature and environmentalism are represented visually and in underlying decisions in my work. Characteristics of femininity are prominent throughout my stylistic choices; these involvements vary from subtle hints within the male dress to heavy emphasis on elegance and sensitivity, within bolder more statement projects.
INSPIRATION
Natural spaces
The amount of young people accessing outdoors spaces has grown rapidly in recent years, particularly since the pandemic. However, this space is still abundantly male dominated. Despite nature having relaxed and carefree connotations these feelings are not felt by many women who try to enter the outdoor adventure space.
The list of barriers that face women when accessing this space is vast; it includes harassment, menstruation, having a family, career, finances, sexism and so much more. This has inspired a project that aim to provide a space where overcoming these barriers is made easier. The brand prioritises women and consistently considers what it means to be a woman in natural spaces and adventure sports.
MY WORK
PORTFOLIOS
DETAIL
PetrichorOutdoors
PetrichorOutdoors is a UK-based brand that aims to ‘encourage & empower’ women between 18-32 in outdoors spaces. There is a gender disparity in the outdoor community. PetrichorOutdoors cultivates a curious, supportive, and educative group for women who value community, health, and nature. The brand currently exists as a bi-annual magazine, walking events, social media, and exclusive fashion items. The branding is recognisable for the bold blue and distinctive graphics used against natural tones. In addition, the production of a detailed market report presents the concept, competitors, and trajectory for the future.
“Buy less; buy better. Make fewer styles; design better.”- Yvon Chouinard
Graduate Fashion Week in partnership with:
