Candy de Memoire- Sync- JD Design Awards 2022
One of the most unique amongst the JD Design Awards 2022 collections, Candy de Memoire is designed by Nisha K Jain and Jothika Narayani R. The beautiful collection is inspired by cotton candy and its soft texture.
Since cotton candy was a staple of everyone’s youth, the collection caters to middle-aged people and attempts to inspire nostalgia. Initially targeting people aged 70 and above, the designers changed their focus to people aged 40 and up after realising how tough it could be to find the models of the right age and present the collection in the best way possible. Tie and dye is the method used to create the garment. The collection includes both vertical and horizontal prints.
Candy de Memoire is an easy-to-wear collection with a lot of velcro, zips, and elastics since it is designed for the ease of the target population in their apparel. According to the designers, choosing the fabric was a laborious process that required a lot of trial and error before settling on a fabric. They finally settled on linen as their fabric after extensive investigation and testing. Given that linen is a sustainable material, going ahead with the same fabric was a wise decision on their part that also goes along with the theme of Sync with nature.
Nisha, one of the designers of Candy de Memoire, when asked about her experience said, “As our collection targets an audience who are 40+ the empathy mapping part became very tricky as there were so many perspectives and viewpoints. The whole thing made us think about how lifestyle changes can alter our experiences and make them so different from one another.”