World-renowned art, design and performance college to reimagine football through the lens of fashion with Chelsea FC and Three UK

World-renowned art, design and performance college to reimagine football through the lens of fashion with Chelsea FC and Three UK

December 1, 2020, London: World-renowned arts and design college, Central Saint Martins, is working with its partner Three UK alongside Chelsea FC, with the ambition to reimagine football through design for the modern connected generation.

More than 80 students from Central Saint Martins’ BA Fashion and BA Fashion Communication and Promotion courses have been tasked with this project. The overall aim, to engage the future generation of global football fans that live on their devices, through innovative, connected apparel – exploring the intersection between football and fashion.

The brief from Three and Chelsea FC includes the opportunity for students to put a spotlight on broad societal issues of their choice. It also directly calls out gender equality in what is historically a male-dominated sport as their final designs must be unisex or gender neutral. Alongside this, students have free reign to explore any other aspect that inspires them the most. From performance, lifestyle or cultural trends through to sustainable design methods, utilising new technologies, or minimising waste and resources.

Throughout the duration of the project the students will have access to the Three 5G Lab within the college. This advanced area was built as part of Three’s ongoing commitment to enhance student learning and innovation, through understanding emerging technologies such as 5G and their effects on industries such as design, manufacturing and fashion.

Students will also have an interim review with a creative panel consisting of all parties involved, Central Saint Martins tutors and guests. Despite this being virtual they will also be able to use this opportunity to gain input and guidance from the panel and it will include two highly respected industry insider guests. The football design director at Chelsea’s shirt manufacturer Nike, and Raphaelle Moore, that is one half of the pioneering, non-profit design and talent incubator, Fashion East.

The term-long course is a result of Three linking its first ever football sponsorship with Chelsea FC and its partner of three years, Central Saint Martins. There was a natural fit between the three entities and an exciting opportunity to push the boundaries of creativity.

The project will culminate in students presenting their final design outputs in January, communicating their inspiration and creative process to the creative panel. Three then has the opportunity to purchase the rights to take any ideas forwards alongside the student if desired.

Aislinn O’Connor, marketing director at Three, said: “We are so excited to see what innovative and creative design the students come back with as it was such a natural fit for all of us. Through the combination of the breadth of this brief, the 5G lab, and our partnership with Chelsea FC, they have a wealth of insight and learning opportunities at their fingertips that we hope they will all revel in!”

Sarah Gresty, Course Leader BA Fashion, Central Saint Martins UAL, continued: “We are delighted to be working with Chelsea FC and Three.  Our BA Fashion design and communication students will bring new outlooks to the game, it’s players, fans and the whole culture of football  while picking up new skills in the Three 5G lab.  I know the outcomes will be exciting and provocative.

Gary Twelvetree, Chelsea FC marketing director, concluded: “We’re proud to call London our home, and this collaboration with Three and Central Saint Martins gives us the opportunity to celebrate and champion the incredible talent our city has to offer. Fashion, style, and design are intrinsically linked to the club through our history and geographical heritage, and we can’t wait to see what the students come up with when they fuse the broader societal themes that are woven into the brief.”

This project is the first of two that have been devised by Three and CSM this year, with the second project challenging students from CSM’s MA Industrial Design and MA Materials Futures courses. This task will begin in the next couple of weeks and focuses on conceptualising and modelling a future 5G router and designing sustainable and desirable phone accessories.

ENDS