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Portfolio by

Kelly Hail

Amsterdam Fashion Institute

All creative processes start with inspiration. This section shows extracts from my inspiration book. It

contains the three topics: 'Reality vs. Illusion', 'In search of identity' and 'Destruction and after', put

together in an unpolished and personal inspiration book.

Inspiration Book Cover

From the Chapter: Reality vs. Illusion

From the Chapter: In Search of Identity

From the Chapter: Destruction and After

From the Chapter: Reality vs. Illusion

This section shows core values and target groups of three different brand concepts that were

developed in team work. ABSOLUT. was about developing a clothing line for an already existing, non-

clothing brand. WOODs introduces a new jeans concept, based on sustainability and the Cradle to

Cradle principles by making paper out of jeans and upcycling this to energy. DECODE was born during

'Triptiek' where 20 second year fashion students from all three AMFI directions of management,

design and branding created a brand based on the Dutch zeitgeist of 2020.

ABSOLUT. Core Value Mood Board: Uniqueness, Playfulness, Toughness, Innovation

ABSOLUT. Target Group Mood Board

WOODs Core Values: Courageous Pride, Slow Enjoyment, Triggering Motion

WOODs Target Group

WOODs 3D Concept Visualization

DECODE Core Values: Inspired by the Dutch region of Friesland

DECODE Target Group: The laid back Xenophile

This section features the product development and design process of the above mentioned brand

concepts in technical drawings (style sheets) and the final collections.

Collection Plan Introduction

Over the past decades, the iconic Swedish Vodka brand has gained

world-wide fame through continuous advertising campaigns,

ongoing collaborations with the creative industries such as art

and fashion as well as consistent high quality. Absolut Vodka

creates a vision of an absolut world where everything is perfect.

Consumers are invited to be part of this idealistic vision which is

thought-provoking and leaves room for the mind to fantasize

about. All these aspects are what set Absolut apart from other

vodka brands. Absolut Vodka is hip and stylish. It positions itself

as a high class vodka, yet at an affordable price.

Apart from being different and unique in its marketing methods,

playfulness also belongs to their core values, as depicted in their

creative collaborations and often witty advertisements.

Toughness represents the invincible, independent Absolut bottle

and shape and at last, continuous innovation and being up to date

with the Zeitgeist is another important core value. These core

values will be applied to our unique ABSOLUT. clothing collection

which is presented in the following pages. Now follow us into the

ABSOLUT. world of fashion!

Inspirations for my designs

Style Sheet ABSOLUT. Dress

Style Sheet ABSOLUT. Shorts

ABSOLUT. Collection Overview

Style Sheet WOODs Jeans

Style Sheet WOODs Pullover with special knitting pattern

WOODs Collection Overview

DECODE Overview 3 Outfit Designs

Photo Shoot 3 Outfits

This section shows different extracts from business plans, like a competitor graph, financial

statements and the USP, again developed for the above mentioned brands. Furthermore, the

following executive summary and SWOT were compiled for a Strategic Business Plan for

Abercrombie & Fitch.

Brand Positioning: WOODs Competitor Matrix

WOODs Investment Budget and Financing Plan

DECODE Profit and Loss Account

DECODE Unique Selling Point and Cradle to Cradle Principle

A&F Strategic Business Plan Executive Summary

A&F SWOT Analysis