Pure From Evil is a disciplined study focussing on not only garment creation but the story and process behind it. Everything is transparent, and each stage of conception is documented and recorded. The story is developed and accessed as the garment is in phases - from initial ideation. First the inspiration is identified and narrowed, into the initial phases of research that relates to the garment. Sketching and rough feelings are announced and felt out through conceptual drawings. Identifying features of the research are highlighted. Fabrications are selected in relevance to research, access and application. The pattern making process begins into toileling`. The entire life of the garment from mindly conception is mapped and accessible. This not only highlights the rampant issues within the fashion industry, but holds my value held in research to a light not often seen. On a small scale this is my way of deconstructing the emotion held within my practice and rearranging the product to less of a fruit and more of a flower. 

My name is Madi and ‘PURE FROM EVIL’ is my debut capsule directive “brand”. Having studied sustainable fashion design, I left feeling incomplete and wanting more. I needed more of a personal challenge, more rigorous intensity to fulfill me. Pure From Evil is an extension of myself. It is an exploration of emotions, it is a processing of the world around me contextualised into physical art forms. 

The capsules are heavily and meticulously researched, every aspect of the design is considered. Inspiration is everywhere, no capsule being the same, however always ends up leading back into my deep passion for the post mortem body and soul. The interest of ephemerality and opulence in contrast to decay and the deathly realm. The complete dissection of an idea creates the most well rounded result in my practice. 

PURE FROM EVIL is not here to satisfy you. Pure From Evil intends to make you think, digest, discuss. You can consume all I have - everything I have thought, felt, read is accessible to you. I am laying myself completely bare and asking you to think about what you see. What you feel and why you feel it. 

Here, you can consume all I have. 

Madi X