Briefed by Chief of Product & Trading at House Of Fraser to create a vintage offering for House Of Fraser, sticking to the unique brand identity. I focused on the brand's idea of HOMEGROWN and as such created the vision for locally curated vintage. Pop-up reimagined vintage sourced from your city – homegrown, unique & exclusive to House Of Fraser. The vintage product is sourced from the city it will be sold at HOF in, and will be reimagined - studding, embellishment, over-printing, executed in the most luxury way. Presented almost as an exhibition, this is vintage fashion as you've never seen it before. Below is the vision board for Homegrown Vintage.