The brand values of Hondo are rooted in an anti-fashion aesthetic and a sustainable fashion ethos. The collection aims to take carefully curated second hand materials and rework them into timeless silhouettes while using alternative embroidery, print and etching techniques to bring a distinctive aesthetic. My range will be the antithesis of fast fashion, it reinvigorates pre-loved fabrics in a way to make them outlast fashion trends. The use of graphics holds the collection together and creates a look that is synonymous with the brand. My target market is confident in their less conventional approach to life, they celebrate their individuality and do not conform to societal norms. They value the quality of the clothes that they purchase and the creative work that gets put in to each piece in their wardrobe. The target audience would also be those who seek out vintage clothing, from online marketplaces to vintage stores. The main goal for Hondo is to create slow fashion using second-hand materials that I have been collecting from different places. The majority of my fabric comes from local charity shops but I also use online websites to find vintage materials, this gives me a wide range of fabric choices.
