For this project, AllSaints was chosen as the retailer to design for. Research was conducted into the brand, their products, market positioning, competitors, marketing strategies and customers. Their most used fabrics were analysed, and fabric samples were acquired from twelve companies to consider. The next step was general exploration into diffusion and scrutiny of three specific lines: Hugo, DKNY and CDG. It was determined that a major factor in the failure of many diffusion lines is their banality, so the key for success is to design interesting and eye-catching clothing. The other major focus of research was Winston Churchill. This was conducted using internet sources, a documentary and a biography. His life, clothing, political career and hobbies were looked into and inspiration was taken from his hats, collars, pocket shapes, military links, his very controversial views and relationship with Scotland as portrayed in his paintings. Elements from my ‘Blood Ties’ capsule collection were chosen to be diffused.