THE MANDATE
Final Grrrl is an online clothing retailer created in 2011 by then 23-year old Sally Robinson and Laurie Rodriguez. Frustrated with the absence of alternative fashion on the web, the two friends decided to create their own items of clothing to complete their personal wardrobe.
Inspired by the famous cinematic trope of the ‘final girl’, horror’s heroic female survivors, the subversive fashion of the Riot Grrrl subculture, and the first letter of their last names, Robinson and Rodriguez crafted the Final Grrrl moniker. Their modest ecommerce later developed into a full-fledged brand, as Final Grrrl gained more and more social media attention.
THE CONCEPT
Final Grrrls don’t play by the rules, so it’s only fitting for their site to push the boundaries of design. The brand seeks to highlight each of our quirks and eccentricities. A polished and minimalist corporate look would only clash with the brand’s youthful rawness.Thus, the layout of the landing page had to be unconventional (and somewhat chaotic) to fit this rebellious nature.
Credits:
Clothes by Urban Outfitters, Lazy Oaf, New Girl Order, The Ragged Priest, DollsKill and Tunnel Vision
Photography by Maria Lysenko, Andriyko Podilnyk, Elia Pellegrini, Nicolas Ladino Silva, Mike Von, Francesca Zama, Jakayla Toney, Ellie Hauser, Additional photography by @alexacorbisiero, @dal.eris, @madelinependleton, @shoptunnelvision
