CASE STUDY
CLASSICS ANEW ACADEMY
UNCOVERING EMOTIONAL CONNECTIONS WITH CLOTHES THROUGH CONSUMER EDUCATION
Classics Anew is a Hong Kong based brand founded in 2014 by Redress Design Award Alumna Janko Lam. Early in her career, while working for a TV station designing costumes for a Chinese period drama series, Janko became inspired by the style of loose form robes and wide sleeves. This exposure to traditional clothing led her to adopt Chinese tailoring techniques to create the heritage inspired, modern cheongsam dresses and separates that form her design collections.
Janko founded the Classics Anew Academy under the umbrella of Classics Anew, to further promote the uniqueness of traditional Chinese clothing and celebrate its heritage. Classics Anew Academy offers courses and workshops for participants to learn how to create traditional Chinese pieces such as custom cheongsam dresses and handmade fabric flower buttons.
In this case study we explore how Classics Anew Academy helps consumers to uncover their emotional connections with clothes through hands-on workshops, whilst promoting recognition of skilled work that goes into making clothing. Creating emotional attachment between the wearer and garments enables clothes to last longer.
In this video, Janko Lam and Kazef Tang, discuss the core values that make Classics Anew a great example of educating consumers in longevity:
Taking a stand against the fleeting pace of highstreet with its constant shifting trends: the style of traditional Chinese clothing is timeless and designed to survive decades.
Through workshops, consumers gain a deeper understanding of the value of craftsmanship, time and resources that go into the making of a garment, together with greater appreciation of fashion overall.
Educating consumers on the construction of a garment empowers them to make more sustainable choices for their next purchases thanks to a higher understanding of durability in garments.
Forging emotional attachments to garments is important to extend their life.
LEARN MORE FROM CLASSICS ANEW ACADEMY
Transforming denim waste into contemporary upcycled designs: Explore how Classics Anew’s upcycled sustainable collections transform denim leftovers into higher value pieces, through a contemporary approach to traditional Chinese designs.
Read more about the Classics Anew Academy here.