The Fleet of Dazzle
PATTERNITY Tuesday 23 Sep 2014

Imperial War Museums (IWM) has joined forces with the world's leading ‘cult pattern specialists' PATTERNITY to create The Fleet of Dazzle, a new product range launched at London Design Festival last week.

Internationally renowned for their pioneering vision ‘to explore the positive power of pattern to inspire, engage and educate,' PATTERNITY has collaborated with IWM, drawing inspiration from its extensive naval archives to design a unique range of monochrome dazzle products to wear and use. The collection boldly reimagines the iconic dazzle camouflage pattern painted to disguise and protect ships during the First World War.

In true PATTERNITY style the collaboration doesn't stop there. PATTERNITY has also delved beneath the surface using pattern as a tool to bring the spirit of the collaboration to life through a special film project: ‘Patterns of conflict + unity' in collaboration with Film maker and Fashion Features Director at Pop, Lily Silverton. This was also launched at LDF's designjunction, housed within a sculptural installation designed by PATTERNITY.

PATTERNITY co-founders Anna Murray and Grace Winteringham comment: "Dazzle is such a fascinating pattern with a hugely interesting story to tell. We wanted to keep the choice of product and design simple to allow the pattern to really speak for itself. Our Fleet of Dazzle range has given us the perfect canvas to apply our storytelling patterns, lending very simple products a whole new dimension and meaning beyond the surface."

"It has been an inspiring journey to get to where we are with Fleet of Dazzle so we're extremely excited for the launch. The outcome is something we are very proud of. The design is simple, but strong, and we look forward to encouraging a new appreciation, understanding and integration of dazzle in everyday life. In a wider context, we hope that the collaboration will draw an entirely new audience to visit and support IWM."

http://www.iwmshop.org.uk

designer biog

PATTERNITY

Founded in 2009 by ‘cult pattern pioneers’ photographer/art director Anna Murray and surface/product designer Grace Winteringham, PATTERNITY was born from a drive to use pattern as a tool to inspire, explore and innovate. Having begun its journey as the world’s leading online pattern image archive – PATTERNITY now comprises a pattern research/consultancy department, an award-winning creative studio and a pioneering events and education hub. With an unrivalled position as the go-to authority on pattern, both on and beneath the surface, PATTERNITY projects are driven by the core belief that a shared engagement with pattern can have positive and powerful results.