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ABOUT THE BRAND
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Each of our collections is unique, it has a separate story and branding. In order to make it more accessible for every consumer, there will be a commercial and conceptual line up for each collection. Currently, garments are the majority of product range and further accessories options depend on the designs of the collection.
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According to L:SN, the behaviour that people seek methods to adapt the anxious environment is called the Resilience Culture Anxiety has become an uprising
(Bishop et al,.2019). The methods
social concern in recent years,
vary from self-censorship,
and as Vogue Business suggests
hyper-safe space and social
"wellness companies are already
comfort zone creations (ibid.)
capitalising on the trend"
and one common approach is
(Vogue Business, 2019).
through travelling.
Following this trend, Viktor & Rolf Travelling provides opportunities launched its 2019 January couture for individuals to relax by show with slogans like "Leave me moving into a different and new alone" and "Sorry I'm late, I didn't environment and to explore the unknown surroundings.
want to come" (ibid.). These designs led the key word anxiety to rocket on the social media, consequently became one of the top research topic on Google.
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"I wish people feel happy and comfortable, when they wear my collection. My team and I try our best to make the pieces playful, but still beautiful and of high quality." 一MInju Kim
MINJUKIM's collections celebrate the power of femininity and radical softness, playful yet feminine. The muse is a strong and independent woman but her femininity is outlined at the same time. Main features inlcude the bold, strongly-defined silhouettes, over-exaggerated, fairy-tale-like accessories, and the inventive use of candy-colours.
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Minju named animations as the biggest source of inspiration and designs are developed from her unique illustrations for each collcetion. The brand is at a high end and products are sold in a limit amount. Products from MINJUKIM currently are only available online
via E-commerce websites such as Society A, OUTLET and
THE COOL HOUR. The garment range includes tops, dresses, trousers and skirts. Price range are between 150 (tops) to ￥1100 (dresses).
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A Chinese designer brand based in Shanghai (Both women and men's wear). Designs in an innovative, colourful, unrestrained and expressive way. Addition to her collection, Chen collaborates with many brands like Adidas, Sony, Swarovski and etc... Her products and collaboration are sold in buyers' stores and E-commerce websites, she does not have her own physical store. Price range: from ￥213 for trousers to ￥1290 for a coat. Angel Chen also offers bags, hats and shoes.
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A South Korea designer brand based in London. Her eponymous womenswear brand is making waves with its wearable, desirable 'art couture' stylings. Price range: ￡118 for a blouse to ￡155 for trousers and ￡325 for the statement coats. Rejina Pyo is available to be purchased both online via E-commerceand its own website and offline in buyers' stores. Product range includes garments, hat, bags, shoes.
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"Retro style was popular at the time‌But there were still more who love the sophisticated crafts and details but worried about wearing second-hand, so I decided to combine the beautiful details of vintage into new clothes." 一Holly Wang
A London based brand that combines vintage and contemporary designs that creating a style that is both eccentric and romantic. The brand was founded by Holly Wang with her passion in vintage clothes and markets. Holly's vision has been to create a brand that reflects her love of British culture, art, nature and cats. Products are sold online via Miss Patina's official website and its flagship shop on Alibaba's Tmall, also physically in London's store.
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Garment type includes dresses, tops & shirts, skirts & shorts, jumpsuits, knitwear & cardigans, trousers, coats & jackets. Accessories include wrist cuffs, belts, bags, detachable collars, brooches, decorations, hats, scarves, socks, shoes, ear and hair accessories. Price range varies from ￡35 to ￡350 for garments, and from ￡5 to ￡89 for accessories .
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Reformation's design mission is
Reformation uses vintage
to make effortless silhouettes
garments and materials to create
that celebrate the feminine figure.
limited edition collections straight
Focuses on trendy and Eco friendly
to stores.
designs - make the brand popular in celebrities and young women
Most of its clothing is under $300.
who care about where their clothing
It aims to offer accessible fashion.
comes from. Customer Profile: Products are manufactured in
Hollywood's cool girl crowd ;
Los Angelos and New York.
young women respect and feel
Products only include clothing.
respected in her clothing
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"We are not inspired by catwalk trends or marketed as "must have" pieces, no, let us be influenced by social media and blogging, that makes all the differences." 一 & Other Stories & Other Stories offers a wide range of shoes, bags, accessories, beauty products, stationery and ready-to-wear for women. In design ateliers in Paris, Stockholm and Los Angeles, & Other Stories creates collections with great attention to detail and quality. Physical stores are opened in Europe and it has its E-shop. Price of ready-to-wear is around ￡60 and ￡400 for jackets. Accessories and beauty have lower prices.
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happy accidents
Serendpty has a logo in the typography 'Oh Ashy' with a slogan below in a system font 'STIXGeneral'. The logo is hand wirrten and in lower case to indicate the brand's playfulness. It is often advertised with doodles and unfixed colour palette. This logo is a representative logo of the brand, mostly used for its indetity and collaborations.
There is a different logo for each collection. For "Find The Rabbit" collection, separate typography and logo are designed. The font of slogan is kept the same. The colour of logo is not fixed and depends on the media it is put into. The default colour is as followed:
happy accidents
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The conceptual and commercial collections use the same packagings and swing tag, this ensures that all consumers receive the same level of pleasure after purchase. A box with black and white illustration prints will be provided for online purchase or as requested in-store. Paper bag will be provided for purchase in-store. Tissue paper are present in both boxes and paper bags. All boxes, paper bags, and tissue paper are given out randomly at purchase.
There are 2 prints for the box: pigeons and eggs. The egg print is printed randomly with or without rabbit. Logos and slogans are printed at the front and opening of the boxes. Both prints are black & white, consumers are encouraged to open up the box and colour the prints.This allows boxes to be recycled : )
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There are 2 prints for the paper bag: pigeon and rabit. When the paper bag is being held, the pigeon's wings and rabbit's ears are pulled up. Logo and slogan is printed at the bottom. Paper bags are in black and white to match with the boxes, and they can be coloured, too. Tissue paper have 2 prints, with ' THANK YOU ' slogan in Oh Ashy font.
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A receipt is given when shopping in-store, and an invoice is sent for online purchases. The return policy is at the back of receipt and invoice, there is also a digital version of the return policy on the SERENDPTY website.
The swing tag contains a character tag and an information tag. The character tag is randomly placed with either a rabbit or a pigeon at the back.
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