Women's "eveningwear" is a genre in the fashion industry which has perpetually troubled conceptual fashion designer, HERMIONE FLYNN. The lack of functionality, comfort, and in her opinion, aesthetics, has created a tradition which prioritises the viewer of the garment rather than the wearer, an issue which is typically associated with womenswear. It is this paradigm which Flynn has tackled head-on. Her strategy in addressing this issue was to approach the design process as if she were designing "C(ocktail dress) + B(all gowns for Men)"