Wan

Ideation of a conscious fashion brand that combines design, sustainability, and authenticity to create timeless, responsible, and meaningful pieces.

Students

Nicolás Alonso Izquierdo

Teachers or tutors

Celina Roig

Area of knowledge and degree

Design, Grado en Marketing

Publication year

2025

“Buy only what is necessary, not what is convenient. What is unnecessary, even if it costs just a single cent, is expensive.” – Lucius Annaeus Seneca

This work stems from both personal and professional motivation: questioning a saturated system in which fashion has ceased to be a genuine language and has become mass repetition, lacking soul and purpose. It is based on the conviction that fashion can—and should—be a conscious, emotional, authentic, and ethical act. We are living in a crucial moment to drive a paradigm shift that generates textile proposals with social, environmental, and cultural impact. Researchers, designers, and thinkers from various disciplines converge with a common goal: to build a more sustainable future and restore fashion’s capacity for dialogue and transformation. From this perspective, the central question is: is it possible, through small initiatives, to create brands with meaning, connection, and shared values capable of fostering community? The aim is not to do everything, but to take a first, solid step that reconnects with the essence of design as a means of expression, identity, and shared responsibility.

The problem

The Industrial Revolution made fashion accessible to everyone, but today its mass production generates imitations, fleeting trends, and a significant environmental impact. Standardization and the acceleration of consumption have created short-lived garments and homogeneous markets, where identity and creativity are lost. Only 1% of clothing is recycled; the rest ends up in landfills or is incinerated. This project proposes using fashion as a tool for identity and sustainability, recovering ethical and aesthetic values that respond to the challenges of the present and future.

Note: Image highlighting the consequences of textile overproduction and the export of waste to the Global South. Adapted from La Unión Europea exporta a Kenia 56 millones de prendas que acaban en vertederos [Photograph], by El País, 2023.

Visual identity

Isotype

It represents a vertical, symmetrical, and ascending human figure that symbolizes the uniqueness of each individual. Its shape evokes the number 1, reinforcing the brand’s central concept: one garment, one person.

The upward-floating posture conveys evolution and transformation, projecting fashion that rises toward more responsible and conscious practices. Its neutral silhouette, without facial features, speaks to universality and individual identity, connecting with WAN’s anthropomorphic vision: each garment reflects the person who wears it.

Colors

The color palette reflects the brand’s core values: creativity, authenticity, and responsibility. Neutral tones —black, graphite, ivory, and stone— provide a versatile and timeless base, while mineral green adds freshness and a sense of sustainability. Terracotta red serves as an emotional accent, evoking human and artistic qualities. This color system balances rationality and sensoriality, projecting a coherent, elegant, and symbolic visual language that defines the brand.

Iconographic system

The iconographic system is composed of a series of custom-designed icons. Each one follows a minimalist, clean aesthetic with fine line work and no fill, reinforcing a sense of lightness, clarity, and visual sophistication. Its style aims to convey order and functionality while maintaining a discreet presence that complements, without distracting from, other elements such as garments or main images. This graphic line allows for seamless use across both digital and physical media.

"To my mother, Pilar, for being the origin of this journey and encouraging me to study Graphic Design when I had other plans. To my father, for his constant emotional and financial support during the toughest moments.

To my brother, for being my visual critic in every project and a daily source of inspiration. To my classmates, for their unconditional help and for those shared after-exam conversations that meant so much.

To my lifelong friends, for reminding me of the value of what I was achieving and for giving me moments of pause when I needed them most.

To Ariday, for being there when I needed it most, even when I didn’t know how to recognize it. And to Alba, for teaching me the true meaning of a brand and accompanying me sincerely at every step of this journey.

Also, to my tutor Celina Roig, who has guided, helped, and supported me throughout the project; thank you for being so demanding with me—it will make me better.

I also want to thank Cristina from Propios, Ana Olmedo, Carlos León, and Nicola Keysselitz for being such excellent teachers.

Thank you."