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We both have feelings, we might as well pass them on to others.

I am a Concept Developer and (Fashion) Brander, recently graduated from the Amsterdam Fashion Institute (The Netherlands) in 2019 and previously intern at Marcel Wanders Studio. I'm a hybrid professional, I create and find meaning in aesthetics, and I do not feel restricted by one single medium.

After completing my study in Spatial Design and Product Presentation, I decided to study Fashion & Branding to still my desire for conceptual depth and an understanding of the Fashion industry. Thanks to my internship at Marcel Wanders Studio I also gained understanding of the Design and Lifestyle industry. I see Fashion and Design as systems, not as garments and furniture. Fashion is innovation, storytelling, and everything in between. A concept or a design has to embrace a holistic view of a brand or product for which they are created. Things have to make sense, otherwise you could as well not create them. Concepts and designs go beyond shape and texture, and it’s most certainly not about decorating; it’s about how things feel and even how things smells. My heart skips a delightful beat every time I step into a space that has been designed to speak to people on an emotional and not just on a rational level.

I do not want to develop a concept because it is just 'cool'. In a time where people can have everything they want, my biggest dream is to give people things they didn't ask for. I want to trigger the unconscious mind and manage the moods of consumers - or humans, as I like to call them - through design that communicates on an emotional level.

Let's make people feel again.
Make consumers feel they're actually human beings.
Use branding to do good.

Expositions:

- AMFI NEXT, Amsterdam Fashion Institute (2019)
- What's Your Moral Future?, Vondel CS, Amsterdam (2018)
- Unplugged, ByAmfi Store, Amsterdam (2017)

Latest freelance projects:

- Guest Workshop Branding, AMFI (2019)
- Web design for a journalist (to be released, 2019)
- Consult in Retail Brand Experience of Björn Borg (2018)

Copyright © 2019 Jeffrey Dral