Continuing Chapter 1 of Notebook, Aylin Sibel Beyce, Creative Director at AGI Denim, shares her perspective on how inspiration transforms into product, why original storytelling matters, and how culture continues to influence the evolution of denim
From Inspiration to Design
There are many ways to find inspiration for a collection. Sometimes it begins with an abstract idea, and other times it comes from something very concrete. A designer might be inspired by a film, a cultural movement, or a specific moment in time, for example, the 1990s film *Kids*. The inspiration itself is only the starting point. It then needs to be interpreted through the designer’s own perspective and ultimately translated through the lens of the brand they are designing for.
An emotion can also inspire design, such as the need for feeling connected and safe. This could be through tactile fabrics or garments that make you feel cared for in their shape.
Telling Your Own Story
I think that brands focus too much on what everyone else is doing, instead of telling their own story. It is important, of course, to understand what is happening in the market, but it should not stop brands from putting out their own POV or trying to show something new.
Designing Through Culture
I think that we are all affected by culture, whether we realize it or not. Creative people tend to feel more intensely and are able to pick up on subtle shifts.
Creatives at brands are charged with connecting culture to product and what will feel desirable in the current and future environment.
For example, this past decade of being shown gloomy uncertainty in the world, as well as safe design, is making people want to experience something fun and light and silly again.
