About Precious Daughter

 The label is targeted towards those who are exotic and bold. The soft colours and fabrics within the collection, mix with elegant yet sexy silhouettes, illustrating a playful and wild demeanour. “wild” is a word i use with great purpose as i closely associate the word with “freedom”. Freedom in an ethical sense as well as in a fashion sense as always meant a lot to me as a person and designer.

For Precious Daughter, the word freedom means absolutely any person can wear these garments, Males are FREE to wear these pieces and someone who usually wears gothic clothing wants to be a sexy, etherial goddess for a day then they are FREE to do so. throughout my time at Whitehouse, it has been a recurring theme within my designs. this trimester i been particularly looking into my personal design identity. Ethics and Freedom are two very strong themes.

Freedom and Ethics are two ethics that will stand out and appeal to the target market for this Graduate Collection. The Precious Daughter ‘Girl’ is a women who exotic while remaining cultured, She loves to travel, see the world and hates to be tied down.