My name is Abbie Keown, and I am a Visual Merchandising graduate who loves to create work that makes an impact. I am naturally drawn to colour, texture and form, using them in creative ways to build eye-catching and expressive displays. Creativity is at the core of everything I do. I love seeing how concepts can evolve into something unexpected. I'm particularly interested in working with sustainable materials, finding new ways to use what we already have and giving them new life through design and manipulation. Through my years at TUD, I've developed a strong appreciation for detail and trusting the process, which now shapes my creative practice.
CONTOURED KNITS
For my final year installation at Kilkenny Design, I created ‘Contoured Knits’, a concept exploring the history of traditional Aran knitwear inspired by the Irish coast. Each shape and colour was drawn from the rugged contours of our natural surroundings, while celebrating the beauty and versatility of Aran knitwear. Sustainability was at the heart of my project, using only second-hand wool and locally sourced materials. Learning to crochet and knit was challenging but really rewarding and seeing each piece come together in the final display was amazing. It gave me a huge appreciation for the time, skill, and care that goes into handcrafted design. Alongside this, I took inspiration from Worth Global Style Network (WGSN) trends like ‘Fluid Ecologies’ and ‘Old Answers to New Questions’, bringing everything together through contemporary styling to highlight how versatile and conscious wool can be as a medium.
DECONSTRUCT by Zara
Anna Ryall and I led the creative direction for the Graduate Visual Merchandising Competition at the Retail Visual Merchandising and Display Show 2025 at the British Design Centre, resulting in a first-prize award. An editorial photo shoot was conducted for a poster, which was used in the digital design and a physical life-sized print in London. Our concept, ‘DECONSTRUCT by Zara’, aimed to challenge traditional norms surrounding clothing and gender. We wanted to encourage greater transparency towards people and the planet, creating an ethical concept where individuals feel free to find comfort and confidence in their own style. Using pre-loved capsule pieces, I styled looks that defy traditional labels, embracing asymmetry and fluidity in fashion.
Creative direction & Styling | Abbie Keown, Anna Ryall
Photo copyright | Ronan Callahan Photography
