Profound Aesthetic is the by-product of bringing two worlds together. It is a way of cultivated internal thought and fascinating external beauty. With these two layers as part of the fundamental core of the brand, stories are told through the pieces that are made. The quest is to create collections of beautifully designed product with an infinite life span. To consistently merge art and fashion and curate both a lifestyle while perpetuating a new way of thought.
There is very little organized planning and structure that goes into Profound Aesthetic design process. It's a very natural and fluid form of creation. The design on mood, feeling and energy, keeping tones mostly muted with darker tones, sometimes with subtle pops of colors. Imagery and words play a heavy role. Oftentimes, the weeks approaching a new seasonal collection are subtly filled with idea-hunting.
These ideas are stored within iphone notes, folders on computer desktops and in our minds. We usually put together full collections within one to two weeks, from start to finish and work triple shifts in order to complete them. It sounds like chaos but there's certainly a method to it that works. In the end, if the process comes from the heart and mind, it all somehow aesthetically ties into place and becomes a cohesive collection. There is only one goal: To make each collection progressively better than the last.
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