AbstractsBusiness Management & Administration

This practice-based inquiry explores the potential of narrative to augment both the design process and the resulting garments, which form a capsule collection. The project is a response to an emerging consumer shift in fashion consumption. As a reaction to the current climate of mass produced fast-fashion, it is argued that a growing clientele have a desire for an authentic product. This investigation considers the ntsomi, the South African Xhosa people’s approach to storytelling. The aim is to use the ntsomi storytelling strategies to inform the development of a new working method within the fashion design process that is appropriate for the constructing and re-telling of stories. This project explores the development of authenticity in fashion design by focussing on establishing an personal “designDNA” by means of the application of this bespoke storytelling approach.