Based mostly in South Wales, Vicki Ashurst has a portfolio filled with high-quality branding work, loads of expertise, and he or she loves being strategic and purposeful in her work. However working in studios, impressing inventive administrators and assembly shopper briefs does not utterly scratch the inventive itch. So, she determined to begin her personal model – Vickilicious.
“Vickilicious is a tattoo culture-inspired model constructed round daring illustration, storytelling and attire. I create artwork prints, handmade embellished playing cards, graphic t-shirts, and high-quality exhausting enamel pins. Each bit is designed to really feel like one thing with angle and soul, not only a product. It is for many who love ink, symbolism and a bit of gorgeous riot,” explains Vicki.
She is so clear-minded concerning the proposition, you may inform that right here, as in her shopper work, she is as soon as once more being strategic and purposeful. But the Vickilicious model has painful and extremely private origins.
“Working as a graphic designer, particularly as one of many solely ladies within the studio, slowly chipped away at my confidence and my pleasure,” says Vicki. “I discovered myself torn between designing to reply a shopper transient and designing to fulfill the opinions within the room. The fixed criticism and inequality began to empty the enjoyable out of making. I might misplaced that fearless, messy little woman who simply made artwork as a result of she cherished it.”
Russian dolls, sugar skulls and witchy charms are all a part of the Vickilicious iconography
That fearless little woman coated herself in paint, ink and glitter, drawing, reducing and sticking into the night time a lot in order that her mom declared her bed room a no-go space. However the messy internal youngster resurfaced in 2010 when Vicki misplaced her mom to most cancers and found a field of treasures – the playing cards and different creations Vicki had made, which her mom had saved. Vicki designed a tattoo in her reminiscence… which led to a different epiphany.
“I began creating once more, not for approval, not for a quick, however for that means. It started with small prints and hand-embellished playing cards for pals. Certainly one of my pals stated, ‘It’s best to promote these’. So I did,” continues Vicki.
Quickly she was creating enamel pin badges for individuals to gather – tiny wearable artwork with soul. T-shirts adopted, and Vickilicous had its first sub-brand: Worn to Demise. Right here, her imagery leans into streetwear and skater types with much more angle. The tees are a daring assertion and, once more, one thing you may put on.
Tattoo tradition is on the coronary heart of the whole lot Vicki creates, symbolising life, love, riot, grief and power. They’re used to inform tales and maintain that means throughout many cultures.
“Stylistically, I am impressed by the daring composition and confidence of conventional Sailor Jerry tattooing, the flowing motion and folklore-rich storytelling present in Japanese tattoo artwork, and the floral symbolism of Sugar Skulls from the Mexican Día de los Muertos celebrations,” says Vicki. “I am not recreating one particular heritage fashion. I am stitching collectively influences, respecting their visible language, and constructing my very own universe from them. It is tattoo tradition reimagined by way of illustration. Story-driven, symbolic, collectable.”
Vicki’s product will quickly embrace skateboard decks – below the Journey to Spoil sub-brand – by widespread demand. And, she has discovered international fame by taking her aesthetic into the world of NFTs with The Cute & Creepy Gang. Collaborating with Web3 knowledgeable Fraser MacLennan, she recognized a niche out there for her distinctive mix of tattoo tradition, symbolism, and a cute-but-sinister aesthetic.
It started with 10,000 Lifeless Cute Sugar Skulls, given out free. Then the present Lunar Witch assortment, consisting of 6,666 coven-inspired Russian dolls. “Each full moon, I create a bonus Mystic Moon illustration NFT that turns into a reward for anybody who mints throughout that moon cycle. That ritual ingredient retains the creativity flowing and ties the artwork again to one thing symbolic and cyclical, which I like,” says Vicki.
Morvella – from the Cute & Creepy Gang
The Cute & Creepy takeover at Instances Sq.
The digital imagery may be bought utilizing the Ether cryptocurrency, and for Halloween, Vicki and Fraser launched the Coven Conflict buying and selling card sequence, which offered out in 24 hours. It is led to Coven Radio, which interviews different artists and builders within the Web3 neighborhood.
“I’ve by no means been so motivated or excited to create,” says Vicki. “Assembly so many like-minded artists and collectors from everywhere in the world has been extremely inspiring. It even took me to New York for NFT NYC, the place my paintings was showcased and appeared on a billboard in Instances Sq.. I genuinely couldn’t have imagined that in my wildest goals.”
As you may need already guessed, there’s loads of momentum behind the Vickilicious universe. For Vicki, it is much more than a sideline, however not but large enough for her to kick model design into the lengthy grass. And she or he nonetheless loves that monitor in her profession. However do not be shocked sooner or later whenever you see Worn to Demise or her upcoming Witchy Moon Relic pins – spell books, potion bottles, Tarot playing cards, crescent moons, snakes and extra – popping up in excessive road boutiques.
Prime vendor: the Combat Like a Woman design offered out right away
