by Naila Amjad
This collection is inspired by the new narrative of escapism that covid-19 has introduced, our fantasies of escapism have become increasingly focused on re-gaining sense of control and autonomy over our lives. Instead of escaping every day, we are now looking to escape into the every day.
For an example, the Cottage Core-ists (Cottage Core movement) fantasize about having their own rural idylls, where they are in complete control of their surroundings – growing their own plants, making their own food and crafting their own clothes.
Analog activities like crochet, gardening, hand embroidery, sewing, sourdough starters have boomed during lockdown – so much so that the term, “Grand Millennials,” is now a thing!
My aim for this collection was to bring sights of nature inside our homes, I focused on country life illustrations because that is what I missed the most in Lockdown. This collection is very personal to me, I enjoyed the whole process of gathering imagery, research, drawing and then visualizing my designs on to potential products.
I have also added hints of my goldwork embroidery to embellish my patterns and make them unique, Goldwork is something that I have been doing since I was 15. It’s a satisfying technique. It's calming. It offers serenity.
IMAGERY AND PROCESS
The detailed drawings are from my visit to horseman botanical gardens and museum last year, the figures are from the ceramic ornaments I found at local OXFAM and BRITISH Red Cross shops.
I used my traditional style Embroidery Frame (40 by 60 cm) and French bullion wires with silk threads. My love for raised surfaces and textures is quite evident in my work, my printing processes include lino printing / silk screen printing /devore/reactive dye and disperse printing. The inky imperfections are my favourite(mostly)!
I enjoy testing my crazy ideas in the print room, like scanning my embroidery for screen print and using household waste to create textures.
A range of eye-catching, vibrant conversational designs, Eco-chic style for multipurpose fabrics and wallcoverings.
Soft furnishings, Wall-coverings, Upholstery, Bags, Homeware, Wall décor ,Panels and many more.