CNTRL is a heavily print based womenswear brand inspired by British science fiction anthology television series Black Mirror.
The UK 15-24-year-old consumer checks their mobile phone on average every 8.6 minutes. As well as the millennial now being dependant on their device it also plays a large part in the rise of mental health cases in the UK.
‘When technology takes over’ is CNTRL’s launch collection aimed at a consumer that feels overwhelmed by the pressures of modern technology. This collection is aimed at a female audience and each look is made up of a variety of layered garments. This aims to add an element of protection to the consumer, making them feel less overpowered by technology, even if just in a conceptual sense. The collection appeals to consumers who express themselves with confidence and enjoy the feeling of belonging to a group of like-minded people who also want to share the same message. By wearing garments from the brand, they are saying to peers and strangers that they want face-to-face interactions without the constant use of technology. This promotes the importance of face-to-face communication and knowing when to switch off.