Design strategy
This seasons collection is inspired by the poem of Alice McWhite. It’s about the butterfly, how he gracefully moves and enraptures everyone who gets a glance at him. The structure and patterns of his wings were the fundamentals and starting point of this collection. This seasons woman is confident, independent, slightly mysterious and always knows what she wants. She has grown up but she kept that adventurous youthful spark in her heart. The autumn/winter ‘16 collection is solely based on the colour black. The colour palette plays with different shades of black such as onyx, black olive, charcoal and jet. Through the collection the silhouettes evolve, like smoke, drifting through the air. The contours change slightly, gradually. The main shapes of this collection are curved, clean and crisp with beautiful detailing. Fabrics such as crepe, cotton and wool will form a perfect symbiosis. Contrasting textures and sparkling farbics are going to be the highlight of this collection. The emphasis of this collection is to make every woman look extraordinary and mystical. She is transformed to be who she wants to be.
Costumer Profile
Jelena is in her mid twenties, has a university education and works as a PR manager for Harvey Nichols. She lives in north London in a rented flat. She is very independent and enjoys her own company. She loves going to art galleries, shop openings and meeting her friends. She likes to read books and wallpaper magazine. She enjoys watching old black and white movies and documentaries. Jelena really enjoys photography. She owns a few different cameras and processes her own black and white films in a little darkroom (she built herself) at her home. She desires good quality clothes and rather spends a little more money to get higher quality and better service. Her style is very elegant. She loves feminine dresses dressed up high heels and jewellery from & Other Stories. She also likes to wear very simple shapes and buys most of her clothes at COS. Her favourite ‘colours’ are nude, black, white and cream. Her most loved items are her Celine bag and her Acne track boots.
Name: Jelena Sequina Age: 28 Place of birth: Paris Place of residence: London Studied: Marketing & Management Occupation: PR manager at Harvey Nichols Income: 45.000 – 50.000 a year Interests: Visiting talks, photography (and processing black & white films), going to art galleries, Style: smart, elegant, modern Favourite Shops: COS, Acne, &other stories, Zara Favourite Designers: Jill Sander, Jonathan Sanders, JW Anderson Identity: independent, confident
Fabric board