A mouse-hole in a museum of wonder.
Exploring the archives at the V&A.
In a career built on art foundations, the V&A has been a lifelong gateway to personal enlightenment. So when I got to wear the security ID and walk the corridors of Cromwell Road, there are some collaborations that surpass brand impact.
Sustainability is explored through ‘make do and mend’ approach, recolouring & scaling ‘found’ fabric prints, patch & repair a handworked denim.
Working together with the V&A license team, my role included Design. Direction. Storytelling. Production.
“Ali approached us with a clear love of the arts and deep appreciation for the creative and design process. His vision and passion for the project was apparent from day one and fuelled an inspiring collaboration that went beyond simply apparel and told a story of two design houses coming together.”
— Lucy Orton, Brand Licensing Account Manager, V&A Museum London