“Make it simple, but significant” - Don Draper. We currently live in a society that idolises materialism and consumerism, a society that prides itself on the accumulation of objects. The concept of this womenswear collection is based on “minimalism” where the collection and promotion strategy will urge young consumers to escape their current excessive lifestyle and introduce them to minimalist living. A simplified lifestyle where uncluttering is not necessarily emptiness but arrangement and order as well as recognising what they need rather than what they want.