Singer Atelier

The idea that sewing is something our grandmothers did in times when fashion and means were limited is long gone since a new generation of creative boys and girls has risen. Sewing has become a way to self express and stand out in times of mass consumption. Unfortunately the documentation and inspiration on sewing didn’t really move with the times… Time to fast forward!

Together with Studio Peter Van Riet and IDE we came up with a great and ambitious idea to update the Belgian branch of the sewing machine brand Singer. Singer Atelier was created as an inspirational platform to inform and inspire on sewing in order to keep the sewing hype alive and to steer sewing away from tinkering and towards fashion. The blogplatform got its own webshop where customers could buy DIY packages to sew their own projects, with the assistance of an easy, well branded DIY YouTube video. We worked with Belgian designers and cool sewing blogger to create the DIY projects.