DAAP first-year fuses design brand of her own

How do you wear beauty? Fuse Theory has some ideas…

University of Cincinnati College of Design Architecture Art and Planning (DAAP) student Alexandra Scott has an eye for beauty found in the “ugly and unusual” and some inspired ideas about the expression of individuality.

That’s why only a year into her college career, she decided to launch her own line of hand-designed, dyed and screen printed apparel and accessories based on the premise that “everything has beauty, but not everyone sees it.”

Scott is the creator, owner-operator and designer for her brand, Fuse Theory, a line of clothing and accessories for men and women that she developed after just one year in the DAAP program’s fashion design and product development track.

A native Cincinnatian and graduate of Walnut Hills High School, Scott says she has always been interested in art and fashion, but wasn’t sure at first how to combine the two.

“I wanted to find a way to open people’s eyes to the beauty found in the unexpected,” she says.

Scott derives inspiration from the fusion of ideas and concepts into an aesthetic that reaches a little deeper to connect beauty with individuality.

The brand name Fuse Theory unifies this connection with wearable pieces of art that are as comfortable as they are interesting. The brand seeks to combine color, texture and emotion to find beauty in life’s imperfections. Her trademark eye image, which can be found on her designs, symbolizes both her aesthetic and philosophy.

Although Scott’s designs are grounded in the basics, they’re far from unremarkable.

“My designs are not about impressing others,” she says. “It’s more about expressing the emotional side of fashion.”

She focuses on comfortable pieces that allow the wearer to be creative. “I don’t want my customers to be walking billboards for my brand,” she says. “I want them to buy my designs because they mean something.”

Both artisan and entrepreneur, Scott’s merchandise is a work of art from the initial design concept to the hand dying and screen-printing that bring pieces to life. Any flaws in the process contribute to the individualistic and emotional intent of her work.

Currently, Scott is collaborating with local graffiti artists on a new collection that incorporates street art onto men’s and women’s apparel. Look for these new designs online in late August.

In the meantime, Scott’s handiwork can be found online at fusetheoryapparel.com, or in the community on Aug. 25 at the Price Hill Cultural Heritage Festival, at Second Sunday on Main in Over-the-Rhine or at the West Chester Art Market every other Saturday.

Scott says she would like to feature her brand with local retailers and eventually open her own store. She will graduate in 2014, and the possibilities are likely to expand. We can’t wait to see what’s next.

By Deidra Wiley Necco