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Annie Jeffreys is a visual storyteller who believes that beauty lies within the communication of narrative through image, which guides and shapes an emotive response from its viewer.

Her skills as a Creative Director are exemplified in her flair for photography, film, graphic design, styling and illustration.

She credits 20th century fine art and mid-century design as influences that inform her work – each creative outcome is coloured with mood, and balanced with notions of playfulness and refinement.

Annie is driven by her inexorable pursuit of creative challenges. The excitement she receives from problem solving, and her deep desire to work her brand of beauty into a contemporary, taste-making fashion house.
‘The Commute’ looks at creating a visual commute from farm to fashion with wool-denim as the main character. It demonstrates functionality through utilitarian styling, modernity via silhouettes and sustainability through texture and imagery of farmland.

The imagery created, alongside still life photographs of wool fibre, yarn and clocks will highlight that the time for sustainable innovation is here and that the time is “now”.

‘The Commute’ will create an urban uniform adopted from varying theoretical ‘brands’ that have used wool-denim and thus demonstrating how the fabrication is relatable, fashion-forward and fresh. These wool-denim garments will then be promoted via social media and the Woolmark website in the form of an editorial.


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