Rosie Baird

Rosie’s outfits are purposely designed to establish an emotional response, creating a connection with the wearer that is meant to extend the life span of the garment. The key areas she is tapping into in order to trigger such a passionate reaction are patriotism (Scottish in particular) and references to film and music (cultural arts that often evoke group nostalgia). The collection clashes traditional Scottish garments with the tacky side of the Scottish tourist industry, referencing many Scottish stereotypes in a light-hearted, tongue-in-cheek way. Her hope is that this design process encourages people to invest in key pieces they will treasure for a long time, thus reducing consumption and fighting the idea of disposable clothing.