Duline is a fashion designer originally from Benin. After making the move to England to complete a fashion high school, her passion only grew stronger. Teaching herself only the basics of design, such as alterations and mending torn clothes on a sewing machine, Duline Rouget always want to go further and develop her skills. From garment construction to sewing and traditional african pattern, she works with her passion geared towards simple & elegant pieces. The most important for her is to keep that african legacy and give to women of all body types the ability to feel confident, comfortable and beautiful. Duline’s creations offers and colorful, elegant and exclusive look. It’s no wonder that her creations will make you look classy, confident and makes you stand out of the crowd.
By observing how she’s working, how people react to her work, her personality and talking with her to find out what are her goals, I created an identity keeping that spirit.
Duline and I decided to keep her «cutest flaw» as she called it, which is the space between her tooth and present it as her distinctive and representative visual sign. Easy to remember and proper to herself.
As her creations are embracing the vibrant, unapologetic and elegant african side, she needed a patterns corresponding to those characteristics. The main objective for me was to match her ideas of fashion with her will to share a new way to see African Fashion. In a world where «African Fashion» is associated with extravagant prints, her creations and the identity created should always respect the community-oriented aspect of this ambitious project & maintain the respect african traditions. We already saw in fashion too many example of « cultural appropriation » and we both believed that colored artists should have bigger voices to share their culture and present it. African culture is a great source, yet we remain oblivious to our own cultural value. By launching a day-to-day outfits and colours that can suits every skin color, I try to make Duline thinks that her creations might be a wonderful opportunity for to young people of colour to be proud of their heritage with a casual approach to African fashion.
Date : 2013 Role : Art Director Type : Freelance request