Creative direction : Sophia Khaled & Katrine Nørskau, Stylist: Louise Borchers, Production: Sophia Khaled, Katrine Nørskau, Signe Sol Tybjerg & The Bird, Movement direction: Signe Sol Tybjerg & The Bird, Light design: Magnus H. K. Hjortlund, Sound: The Bird, Casting: Matija Max Vidovich, Makeup: Nat Stallbaum, Sabine Olifent, Oskar, Anna Hvalsoe, Hair: Marianne Jensen, Goldwell Nordic, Nails: Kitty Claws, Silver jewelry: Sofie Josefine Nørreriis, Video director: Felix Emmanuel, DP: Jacob Linholdt, Look photographer: Alva Le Febvre, Runway photographer: Tue Blichfeldt, Backstage photographer no1: Ira, Backstage photographer no2: Anna Gerstoft

BA Project
November 2024 - January 2025
Businesscase with fashion brand Sophia Khaled

For my bachelor thesis, I developed a business case in collaboration with the emerging fashion brand Sophia Khaled. I was tasked with the challenge of creating the brands first jewelry collection. My written thesis focused on analyzing the brand’s identity, aesthetics, and target audience, which served as the foundation for creating strategic tools such as a brand brief, persona card, mood boards, an aesthetic sustainability strategy, and design drivers. These tools, along with the insights gained from my research, shaped my design process and guided me through the iterative phases of the design thinking methodology, ensuring a structured and research-driven approach to developing Sophia Khaled’s first mini jewelry collection.

The collection was not only inspired by the brand insights I gathered but also by the theme “Fairy Witch Couture,” the central concept of Sophia Khaled’s latest fashion show. Two pieces from the collection were showcased alongside the brand’s new collection at the show for Copenhagen Fashion Week AW25.

 

WAND CHOKER

I chose to include a star piece in the collection due to the target audience’s strong desire to stand out and because it aligns well with the brand’s value of individuality and the aesthetic sustainability strategy which was created in the written thesis. The idea was to create a caricatured piece of jewelry with the magic wand as the focal point. The core concept was to take a toy magic wand in a 1:1 scale and bend it around the neck.

The final choker design supports the overall theme of the collection while also creating a direct nostalgic reference to childhood. Additionally, it adds a humorous layer to the collection. One could argue that the piece challenges traditional notions of what jewelry is and should be, as it allows adults to adopt a more playful and childlike expression. The duality is visually achieved by bending the wand’s handle into an organic curve, breaking up the otherwise highly geometric star.

BAT T-LOCK BRACELET

To create a design that aligned with the theme’s second key component – witches – I worked with the idea of a bat as a pendant for a bracelet.I experimented with different shapes for both the setting and the stone. Along the way, the idea evolved further, leading me to incorporate the bat into a T-lock to avoide a visible clasp.

In developing the closure mechanism, I worked with a square shape that led me to recreate a door from the brand’s physical store. Symbolically, the bracelet represents the bat flying out of the brand’s universe and into reality, spreading more magic into the world. This concept aligns with the brand’s identity, as their vision expresses a desire to do just that. The large size of both the pendant and the chain is intended to support the design driver of standing out as well as the target groups wish to stand out.

Fashion Show Memories