The brief for the Monki print was as follows "Online clothing brand MONKI requires a print design which can be used as an element across online and in-store campaigns celebrating female beauty in all its forms. The print design will be a recurring motif that appears among various contexts within the brand for example online animations, print adverts, posters and merchandise". This print meets the criteria of the brief due to it's versatility an the nature of the design. The simple shapes mean that the design can be used in many forms, and the repeat pattern means that animations will be able to be created easily. The aim of the brief; to celebrate female beauty in all it's forms is met due to the versatility of female features shown.
When creating the design, i ensured that it was a design which suited the Monki brand, looking at the Monki manifesto, and the colour schemes across the brands marketing; i believe the tone of the print along with the tones of the colour scheme are appropriate and fit the brand well, ensuring brand cohesion.
As discussed in my first critical writing piece, Burchill makes the point that consumers, not producers were normalizing waif-like women, this print was designed with the intention of rebelling against this type of statement, with the aim of normalizing the normal, normalizing the odd, the large, the small and everything in between.
Klausiskoming's designs influenced this print due to the mix media approach, by using a combination of image and digital illustration a contemporary and modern print has been created appropriate for Monki's 16-27 social media savvy audience, with the expectation that the Monki customer will express themselves through what they wear and the surge in the social media #bodyconfidence and #freethenipple hashtags, the nature of the print is on trend visually and conceptually.
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