the dover street market brand i have chosen to collaborate with is Balenciaga as i think their design style will make a good base for my concept. My collection is inspired by the 1960’s space race and the rounded retro shapes and silhouettes that link to that. Balenciaga uses a lot of oversized silhouettes which i can link to the retro rounded shapes of space race imagery I have found. As well as looking into the Balenciaga brand and designers i will look at the Dover Street Market store in London and use the its collections and designers as research. Going to the store in person will allow me to have a hands on experience with what designers are doing now and what their inspirations are. I think my concept fits with both the brand and dsm due to the retro feel it has crossed with the futuristic juxtaposition. My target audience for this collection is female identifying individuals aged 25-35 who have a keen interest with couture fashion brands. i believe this age group will be drawn to the streetwear aspect of Balenciaga mixed with my space age retro concept. Ally roberts
dover Street market is a high end store holding a variety of designer brands. it’s original store is in london,uk, however has expanded worldwide. the store has a contemporary and urban concept to it making it very visually artistic.
The founder of Dover street market is rei kawakubo who is also the founder of comme des garcons ( who are heavily featured in the london store). he wanted a store that was unlike other high street stores and felt more like an experience that people would come back to and enjoy the high end fashion collections.
the branding and style of balenciaga has changed over the years from classic luxary haute couture to urban streetwear couture. this has helped balenciaga keep currant and on trend, with their chunky trainers and classic hangbags. therefore becoming very popuar with celebrities and a younger customer. balenciaga is a high fashion brand founded in 1919 by cristobal balenciaga, The current designer is demma gvasalia. Gvasalia has an iconic design style and takes inspiration from how real poeple wear clothes on the streets as apposed to a fabricated courure fashion version. the brand is renowned for its innovative collections and haute couture runways.
PRICE RANGE OF WOMENS READY TO WEAR FROM £600-£2000
the target customer for balenciaga is a solcialite business women who is a high earner and loves the latest trends. balenciaga aims its collections at a younger audience with their statment colours and trendy streetwear.
AGE: 25-35 job: online influencer, celebrity personality, working for fashion media interests: traveling, socializing, high fashion, brunch, music and film. lives: appartment in midtown nework relationship: single, has lots of friends
vincent di fate became popularised in to 60’s and 70’s due to his detailed sci-fi inspired illustrations. He mostly uses oil pants aswell aspen and ink. i think his artwork is important in capturing the retro future aesthetic that the 1960’s space race has and creates a key shapes and colour palettes.
PRINT DESIGN 1
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PRINT DESIGN 2
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PRINT DESIGN 3
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reflective
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Spec Sheet
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Measurement
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Neck to hem Hem depth Across shoulders Dart length Arm hole length Cuff width Cuff depth Placket length Underarm length Back neck Front neck drop Length to first button No. Buttons
23cm 1cm 17cm 23.5cm 19cm 40.5cm 12cm 23cm 42cm 18cm 8cm 3cm
Chest (2cms under armhole) 53cm
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B C D E F G H I J K L M N
Measurement
Spec cms
Neck to hem Hem depth Across shoulders Dart length Arm hole length Cuff width Cuff depth Placket length Underarm length Back neck Front neck drop Length to first button No. Buttons
23cm 1cm 17cm 23.5cm 19cm 40.5cm 12cm 23cm 42cm 18cm 8cm 3cm
Chest (2cms under armhole) 53cm
Spec Sheet
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ADVERTISING
digital marketing
evaluation For this project we were asked to create a collection in collaboration with a brand that’s featured at dover street market. In this collaboration we must includes our own concept and visualisations. i chose to collaborate with Balenciaga as i enjoy the brands streetwear non- gendered collections and how they are innovative in their silhouettes and fabrics.My concept was the 1960’s space race as i love the retro future aesthetic and the contrasts you can draw from this. What people in the 60’s thought the future would be like fascinates me and I find it very aspiring and fashionable. My colour palette and fabrics were clear early on In my portfolio as I was drawn to the amazing ethereal blue colour tone, mixed with a harsh reflective foil fabric that I found in my research. i made sure to keep this aesthetic throughout my portfolio and experimentation. I wanted to focus heavily on this imagery in my illustrations as I think this is a my strong point. I chose to have my croquis in space helmets and keep the blue colour palette throughout which I think worked well. I wanted a mixture of hand drawing and painted elements to mix with the digital, and think I achieved this well thought my illustrations. i think my portfolio has a clear and strong design identity that links my research and illustrations together. i looked at the key imagery for all my research and made it relevant to my concept and vision. i wanted my creative journey to be clear and professional. to improve my portfolio i could have explored more croquis designs and improved my variety of poses. i also think i could have explored my prints further to make some imagery with some more depth and a more abstract nature to it as this would have linked with my concept well. I struggled with time management therefore didn’t develop the reflective texture for my garments that I in visioned. If I had prioritised this more I could have created stronger and clearer reflective, shinny effect. Half way through his project I experienced unforeseen issues as the rise of the COVID-19 pandemic begun. This interrupted the flow of my project briefly as everything had to be done at home. Despite this this I think I managed well and gave myself weekly goals and made sure to keep in touch with lecturers online. i enjoyed the creative journey of this project and it has taught me many digital skills to help further my creative ideas. I also have learnt what goes into a professional fashion portfolio and can take this through my work in future projects.
BIBLIOGRAPHY https://www.balenciaga.com/gb/ http://www.vincentdifate.com/ http://www.vincentdifate.com/artworks/europa-s-survivors-2016 http://www.vincentdifate.com/artworks/mars-the-god-of-war-2015 https://www.vogue.com/fashion-shows https://www.vogue.co.uk/shows/autumn-winter-2015-ready-to-wear/arthurarbesser/collection https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/balenciaga/ slideshow/collection#72 https://www.pinterest.co.uk/ https://www.behance.net/ https://www.behance.net/gallery/55502663/SPACEMAN https://www.businessoffashion.com/ https://www.wgsn.com/en/ https://www.iconoclastimage.tv/talents/mathieu-cesar/ https://twenty75.com/projects/3d-chrome/