Van Heusen- Graduation Project- Anshika Agarwal by anshika0125

INDUSTRY SPONSOR

VAN HEUSEN SPORTS & DENIM LABS

GRADUATION PROJECT REPORT submitted in partial fulfilment of the Industry Internship of Fashion Design Department at National Institute of Fashion Technology, Srinagar

Student name: Ms. Anshika Agrawal Industry Mentor: Mr Pranav Pandey Faculty Mentor: Ms. Nousheen Qazi

Student document publication meant for private cirrculation only. All rights reserved. Bachelor of Design, Fashion Design, 2017-2021 National Institue of Fashion Technology, Srinagar No part of this document can be reproduced or transmitted in any form or by any means electronically or mechnically, including photocopying, xerography, video recording without prior permission from the publisher Anshika Agrawal & National Institue of Fashion Technology. Written, Designed & Edited by Anshika Agrawal. Guided by Pranav Pandey. Processed and Pulished in 2021 This document is typeset in Nolan. It is a sansserif typeface family designed in 2015 by Bulgarian designer Galin Kastelov. Nesia Sans has been paired with it to create for numeric typeface.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Anshika Agrawal l Graduation Project- Van Heusen l 2021

PREFACE As part of the NIFT curriculum, all final year students are required to undertake a Graduation project which can be done with a client organization from Industry or by the student himself/herself known as Design Collection. This full-scale design project is expected to be of 4 months duration as a complete demonstration of independent client service by the student and is expected to generate a professional design assignment with application and implementation capabilities. It involves understanding the strength, infrastructure of an organization, analyzing it, and creating an appropriate collection in the given extent and time constraints. It exposes the student to a real-life situation of working in the industry and helps to understand the advantages, limitations, and constraints of an organization while applying the design knowledge and skills gained in the academic years. It helps students to understand the role of a designer from communicating one’s ideas and pitching the concepts to those in charge. It also helps students to realize their strengths and weaknesses before entering the world of design. In the process of finding solutions within these constraints, one learns to step out of the threshold of being a student towards becoming a professional. I completed my Graduation project with Van Heusen (a division of Madura Fashion), Bengaluru for a time duration of five months from March 2021 to July 2021. This document provides a means to share the design approach, the process followed and the knowledge, information, and experiences gained from the entire journey of project completion and the final designed collection.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

SYNOPSIS Van Heusen is a fashion brand under MF&L, Madura fashion & lifestyle. The brand, launched in India in 1990 and marketed by Madura Fashion & Lifestyle. It has been strongly renovating and expanding ever since. Van Heusen brings fashion-forward power dressing to today’s multi-faceted professional wardrobe. Catering to men and women, Van Heusen represents sophisticated elegance that reflects today’s expression of style. Within the overall organized apparel market, Van Heusen plays in the premium readymade apparel category. It has its headquarters in Manhattan, New York City, New York, United States. The company recently launched its fifth sub-brand Van Heusen Denim labs and thus, lied an opportunity for me to create the company’s line for plus size. This is when I was called and joined the team to do the initial research keeping using the fashion studies tool. My brief included designing and developing a range of collections for plus size adhering to the brand’s aesthetics with contemporary interpretations, building the subbrand’s language for Van Heusen. The outward expression of the brand -including its name, trademark, communications, and visual appearance. The recognition and perception of an apparel brand are highly influenced by its fit and the language of clothes. A brand’s visual identity is the overall look and in retail an extension towards experience. The project was initiated with understanding the identity, philosophy of the brand, its ideologies, and principles. A good amount of time was spent in understanding the aesthetics of the brand. I began by researching the significant connotations of casualwear in the Indian context. The research also involved understanding the market, current trends, fabric, customer needs, and design requirements by primary and secondary methodologies. The dim research led to different concepts for the three collections based on the design brief. Each collection has a different background, approach, and limitations as per the current trends, market needs. The next step was to come up with concept boards, mood boards, and setting a style and language for each collection.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

The designing process of sketching and form exploration was a lengthy back and forth process involving great attention to detail, look and cost point of view. At various stages of the project, the learnings from NIFT academic years came in handy and helped me to identify, analyze and apply the information and principle designs with better understanding and insights. The final stage was to make samples in the factory, but because of the current pandemic, I ended up making samples on my own. It was where I learned a lot about what to do and more importantly what not to do. It was from the failures that I learned the most It was a great learning experience as I got industrial guidance, which extended my design thinking possibilities and helped me transform the design flat sketches to neater apparel. It was an intense five months project which taught me more than I had anticipated. The company exposure at such a vast level gave me a complete system understanding. The whole experience helped me to broaden my horizon and understand the commercial aspect of product development on a very large scale.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

From Left to Right : Dayanand Agrawal, Aruna Agrawal, Jagdeep Agrawal, Pranav Pandey, Anshika Agrawal, Rajbala Agrawal, Ayush Jain, Nousheen Qazi, Deepak

Anshika Agrawal l Graduation Project- Van Heusen l 2021

ACKNOWLEDGMENTS That’s the formal word for the kind of thank you’s I have in mind. I deeply appreciate the assistance, help support, and guidance of numerous people. The Graduation Project is an outcome of the greater learning experience of working with Van Heusen. Dedicated to the memory of my taiji Rajbala Jain, who always believed in my ability to be successful in the academic arena and keep that as my priority. You are gone but your belief in me has made this document possible. This would not have been possible without the 4 years of rigorous learning and practice at NIFT, I would like to thank NIFT, for all the education on design and life, and for being this place where I got a chance to discover myself. For being an institute that is truly open-minded and accommodative of everyone’s crazy whims and ideas. All my teachers, for always being kind and patient. For all their teachings and inputs every step of the way. For being supportive in whatever we wish to explore and for letting us venture out. Papa, for he is in my eyes, the perfect listener and a great teacher. For smiling at my irrational doubts, and making me see the bigger picture every time I got too obsessive. For bringing the sense of fashion and style in me and always showing me the importance of the same. Mumma for being most supportive, keeping my mental health intact and for always inspiring me with her narratives and wisdom, and many excellent observations.Family for all the love. For giving me space and freedom to explore and grow. For always being supportive of my decisions. Pranav Sir, for keeping the optimist in me alive. His thoroughness is truly inspiring. I am grateful to him for showing a sense of confidence and responsibility in me by giving me the freedom to explore throughout the project. I am thankful to him for the time he took out of his very busy schedule for guiding me, telling me the ground realities, and for making sure how I could learn more and more which went far beyond the theoretical knowledge I gained in college. Without his persistent help and support, the goal of this project would not have been realized. ABFRL, for offering me this opportunity to be a part of their company and this project. And for making me feel warm and comfortable. And giving me mom to voice my thoughts and explore my ideas freely. Nousheen Ma’am, for taking interest in my ideas and helping me take them forward. For mentoring me with utmost patience, conversations with her were always immensely insightful and thought-provoking. She had also been very instrumental in encouraging me to do the right thing even when the road got tough. For making me realize that Design is about life experiences. All my friends and batchmates at NIFT or all the conversations that we share about music, life, and design and for inspiring me with her work and stories. For the love, Kashmiris has showered me with & making Srinagar seem like a second home which has contributed to my growth and learnings with their hardships and experience. Labrinth, Frank Ocean, Mac Miller, Tame Impala, Mount Kimbie, Frank Sinatra, Subhramanyam & Alina Baraz for the music they have created. Fashion Design l Bachelor of Design l National Institute of Fashion Technology

CONTENTS

02 03 04 05

114

Background

Van Heusen

Unlearning

VH Sports & Denim Labs (Project 1)

Plus Size (Project 2)

Anshika Agrawal l Graduation Project- Van Heusen l 2021

06 07 08 09 10 134

150

184

205

212

Brand Collater als (Project 2)

Plus Size Range (Project 2)

Sampling (Project 2)

Marketing (Project 2)

Bibliography & Conclusion

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

01 12

Anshika Agrawal l Graduation Project- Van Heusen l 2021

BACKGROUND About NIFT

Fashion Design at NIFT

Project Methodology

Timeline

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

NATIONAL INSTITUTE OF FASHION TECHNOLOGY Set up in 1986, NIFT is the pioneering institute of fashion education in the country and has been in the vanguard of providing a professional human resource to the textile and apparel industry. It was made a statutory institute in 2006 by an Act of the Indian Parliament with the President of India as ‘Visitor’ and has full-fledged campuses all across the country. Over the years NIFT has also been working as a knowledge service provider to the Union and State governments in the area of design development and positioning of handlooms and handicrafts.

A community that gratifies to every creative personage and to groundbreaking innovators — where midnight oils burn - to set up advanced installations, where independence and accountability co-exist, where no insight is too outlandish to not be given a chance. And where the contingency to be guided and be counseled by the best in the industry keeps coming in your direction. NIFT is the best experience one can ever imagine it to be.

National Institute of fashion technology, a leader in fashion education with the ability to integrate knowledge, academic freedom, critical independence, and creative thinking has a history of being in existence for 28 years stands as a testimony to its fundamentals where academic excellence lies at the core. The institute has stood as a beacon of serious critical engagement, a key enabler in developing competent professionals. NIFT is committed to academic excellence in fashion education. The vision of the institute embraces challenges and provides the impetus in setting the highest academic standards. NIFT continues to strive to be nothing but the best.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

FASHION DESIGN AT NIFT A flagship program of NIFT, the Fashion Design program has played an influential role in the growth of the Indian fashion industry. In the 3 decades of its existence, the graduates of the department have had a remarkable presence in the Indian as well as global fashion scenarios. The curriculum hones a design sensitization that balances global fashion aesthetics with an Indian soul. It addresses the needs of the export market as well as both couture and pret-a-porter in India. Holistic inputs on a generic design with a focused approach towards apparel inculcate the ability to develop and channelize creativity. A logical, sequential hands-on experience enables students to conceptualize design, make patterns, drape and construct garments of impeccable quality. The course incorporates traditional rural craftwork by working with indigenous rural artisans via the cluster program. Students gain valuable insight into the broad spectrum that Indian fashion encompasses through internships at leading fashion houses/ manufacturing units to improve knowledge and overcome the practical challenges faced. This versatility is evident in the final year through the graduating fashion collections, conceptualized and constructed by the students at the Design Collection showcase.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

PROJECT METHODOLOGY a)

Formulating a ‘Project Brief’ Mapping a crisp project brief stating a summary of the project

Research • Understanding Van Heusen as a brand to study its identity, philosophy, different verticals, design ethos, and their working systems at every stage • Understanding menswear’s key silhouettes, properties, and limitations • Visiting Van Heusen store and its competitors • Ethnographic research for the target consumer to understand buyers for identifying design opportunity • Trend study for the current and future market • Understanding problems faced by plus size by doing a survey

c) Ideation, concept-building and, explorations • Opportunity mapping and concept generation • Creating storylines, mood boards, concept boards for the chosen design direction • Sketching, explorations

Virtual Product Development • Using soft skills trying tapes and trims for the given groups

Branding and Marketing • Strategising branding, graphics

Anshika Agrawal l Graduation Project- Van Heusen l 2021

RESEARCH FRAMEWORK

DELIVERABLES

1. Brand -To understand the brand, its ideologies, and principles 2. Sillhouetes- Exploring new cuts and design details 3. VH Sports- Understanding the brand DNA and absorbing self with the given assorted groups. 4. Buyer- Ethnographic research on the target consumer using primary and secondary research methods 5. Designing Processes- Learning about the company’s process and finding a solution to make samples in the pandemic

• 5-6 pieces for each assorted group- VH Sports • Sketches and design details following the verticals • Research for plus-size menswear and making collection keeping basic of principles of fashion studies in mind • Documenting the entire project starting from research to the product development stage

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

MAY

APRIL

MARCH

TIMELINE

WGSN + Competitors + Sub Brands

CAD’S Making for VH Sports + Plus Size Research + Building Concept

3/4th Flats for VH Denim Labs

Prints Development

Anshika Agrawal l Graduation Project- Van Heusen l 2021

JULY

JUNE Preseantation 1 for Plus Size Refining CAD’S

Half Sleeve CAD’s

Documentation

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

BRAND STORY

HIREARCHY CONSUMER STUDY

COMPANY ORIENTATION COMPETITORS PRODUCT PORTFOLIO

MARKET RESEARCH PROJECT BRIEF

RESEARCH

TIMELINE

SILLHOUETES RESEARCH SHAPE

STYLE

Anshika Agrawal l Graduation Project- Van Heusen l 2021

TREND RESEARCH & FORECASTING

DESIGN DIRECTIONS

CONCEPT BUILDING INSPIRATION

TECHPACKS

SUB/THEME

DOCUMENTATION

FINAL DESIGN

1ST DRAFT SKETCH

LOOK BOARD

EDITING

CAMPAIGN

IDEATION

APPROVAL

FEASIBILITY

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

02 24

Anshika Agrawal l Graduation Project- Van Heusen l 2021

VAN HEUSEN Aditya Birla Fashion & Lifestyle

About Van Heusen

Brand Identit

SWOT Analysis

Target Market

Sub Brand

Design Team

VH Store

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

ADITYA BIRLA FASHION & LIFESTYLE The relationship between humans and clothes dates back as early as the start of evolution. We have moved from fur, grass, and leaves to silk, chiffon, and denim. Recent times are not just clothes, it’s about the trend, the fashion, and the glory that accompanies them. Aditya Birla Group defined the clothing industry in India, making its place as the powerhouse of fresh fashion and innovation. The journey of a thousand miles begins with a single step, and the pioneering story of Madura Fashion & Lifestyle can be traced back to the U.K. when it was a faction of the erstwhile Coats Viyella PIc, Europe’’s largest clothing supplier. Madura F&L was acquired by the Aditya Birla Group in 1999, growing to become a predominant favorite in the ready-made menswear industry in India. In 2000, the company became a division of Aditya Birla Nuvo Ltd. Since then, the company has spearheaded the branded apparel retail revolution in India and become a premium lifestyle player in the retail sector. To unlock shareholder value, recently, Madura F&L was de-merged from Aditya Birla Nuvo Limited to become part of the newly created pure-play fashion lifestyle company ‘’Aditya Birla Fashion and Retail Limited’’, India’’s largest branded apparel entity. Madura F&L was the first player to operate on a national scale, dedicated to the core business of fashion retail in India. It was also the forerunner in introducing premier international brands, enabling Indian consumers to buy the most prestigious global fashionwear and accessories within the country. This led Madura F&L to become the powerhouse of the four best-selling branded apparel brands in India, namely Louis Philippe, Van Heusen, Allen Solly, and Peter England. Today, the brand has a presence in more than 4,000 multi-brand stores and is the most preferred brand in over 3,000 shop-in-shops (SIS) across departmental stores in the country.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Values ABFRL’s vision isTo passionately satisfy Indian consumer needs in fashion, style and value, across wearing occasions in Apparel and Accessories through strong brands and high-quality consumer experience with the ultimate purpose of delivering superior value to all our stakeholders. The company aims to be the undisputed leader in the lifestyle industry, delivering contributed value growth for all stakeholders by honoring -

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Sustainability ABFRL is aligned with the Aditya Birla Group’s vision to be the leading Indian conglomerate for sustainable business practices across global operations. The company commenced the sustainable journey is the year 2012 through ‘ReEarth- For Our Tomorrow’ It comprises three missions and each mission has defined annual targets, demarcated responsibilities, prescribed timelines, and an efficient monitoring and evaluation framework. These are- Restorying Ecosystem Recognizing Trends Redesigning Business

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Brand Positioning Aditya Birla Fashion and Retail Ltd. (ABFRL) is India’s No.1 Fashion Lifestyle entity and was formed after the consolidation of the branded apparel businesses of Aditya Birla Group comprising Aditya Birla Nuvo Ltd’s (ABNL) subsidiaries Madura Fashion & Lifestyle Ltd. and Pantaloons Fashion & Retail Limited (PFRL) in May 2015. ABFRL has been growing at a rate in excess of 20 percent over the last 5 years and hosts India’s largest fashion network with over 7,000 points of sale spread across over 375 cities and towns. Madura Fashion & Lifestyle is the custodian of several icons, including the top four fashion brands of India - Louis Philippe, Van Heusen, Allen Solly, and Peter England — each of which clocked MRP sales in the vicinity of INR 1,000 crore. It also includes India’s largest fully integrated fashion multi-brand outlet chain Planet Fashion; India’s largest premium international brand retailer The Collective and the British fashion icon Hackett London’s mono-brand retail in India. A fast-fashion brand for the youth, People is a one-step destination for international and fashion forward styles which is also a brand under ABFRL.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Infrastructure ABFRL’S head office in Yemalur, Bangalore has offices of it sub brands including Van Heusen, Louie Phillipe, Peter England, Forever 21, People, Allen Solly and others. The office is equiped with all the modern necessary facilities. Design office of Van Heusen is spacious and runs a cube cabin for its employes from different department. Of visiting 1 week to the office the most favourite thing of mine in the office was, calorie step counter.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Anshika Agrawal l Graduation Project- Van Heusen l 2021

ABOUT VAN HEUSEN Van Heusen is India’s No. 1 premium lifestyle brand for professionals. With a rich heritage of over 130 years in United States of America, the brand entered India in 1990. Over a period of its 30-year history in India, Van Heusen has emerged as a fashion authority for the ever-evolving Indian consumer and has established itself as a one-stop destination for the latest trends. Today, Van Heusen is not only the most preferred workwear brand, but also effortlessly straddles across the entire spectrum of occasions like casuals, ceremonial and party wear.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

History The Van Heusen story began in 1881 in Pottsville, Pennsylvania. Moses Phillips & son Isaac began selling shirts that were hand-sewn by Moses’ wife Endel and their daughters, to the local coal miners. Quickly successful, Phillips expanded the operation to New York City. Almost 30 years on, in 1919, Dutch immigrant John Manning van Heusen was granted a patent for a new process he created that fused cloth on a curve, creating a comfortable soft-folding collar that retained the stiff-collar look of the era. In New York, Van Heusen met with Isaac Phillips, who bought the U.S. patent for Van Heusen’s revolutionary soft-folding collar, and the Phillips-Van Heusen (PVH) alliance was born. The brand was launched in India in 1990 and was marketed by Madura Fashion &Lifestyle, which has strong expansion & innovation plans. In 2013 all rights of this brand is sold to Aditya Birla Group with the same name as Madura fashion & lifestyle. It is one of India’s largest premium lifestyle brands for men, women, and the youth.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Anshika Agrawal l Graduation Project- Van Heusen l 2021

House of Van Heusen At Van Heusen, the brand believes that clothes make the man. It brings fashion-forward power dressing to today’s multi-faced professional’s wardrobe. Catering to Men & Women, Van Heusen represents sophisticated elegance that reflects today’s expression of style. Within the overall organized apparel market, Van Heusen plays in the premium readymade apparel category. It has its headquarters in Manhattan, New York City, United States. Since then Van Heusen has suited up. Today the Van Heusen range has grown to include suits, accessories, casual wear, footwear, and women’s office wear. Van Heusen creates classic and fashion-forward ranges using quality fabrics and finishes for sharp styling. In all, the brand is present over 1200 doors across Multi Brand Outlets (MB0s), Exclusive Brand Outlets (EB0s), and Shop-inShop in Departmental stores (Shoppers Stop, Lifestyle, Pantaloon, Central, and Westside). TRENDIN, an online initiative by Madura Fashion & Lifestyle, is the official web store of Van Heusen. Apart from that, the brand is available on most e-commerce sites including Flipkart, Amazon & Myntra. It is said the only thing constant is change and in the world of Van Heusen, there is no room for stagnation. The brand clocked a revenue of Rs 1300 Crores. Over the last 5 years, the brand has grown @ CAGR of 24%. The brand is available in close to 300 exclusive outlets across 100 cities and 24 states in India, following which it plans to add around 60 new stores every year, and is set to revamp the look and feel of all existing stores.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Vision Van Heusen is one of the most admired fashion and lifestyle companies in the world. It powers its brands that drive fashion-forward – for good. The Van Heusen brand is not only fashionable but operates ethically too. Linked to the international human rights movement, all factories manufacturing any of the products must comply with a strict code of audited conditions. These encompass amongst other issues, minimum wages, hours of work, freedom of association, non-discrimination, no forced or child labor, health and safety standards plus environmental conditions. So a buyer looks good and feels good too.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

IMAGE Attractive, Powerful & Classy

REFLECTION Timeless, Expertise & Stylish

PHYSIQUE Minimalistic, Elegance & Stylish

PERSONALITY Sophisticated, Confident & Youthful

RELATIONSHIP Trustworthy & Social

CULTURE Professional & Urban STYLE High quality, Relevant to the times

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

SWOT Analysis

STRENGTH

The company is Indian corporate wear with all its design to production happening in one place. The brand has a wide category of clothing for both men and women in corporate wear. Many national & international popular celebrities have endorsed Van Heusen. Van Heusen is the official clothier for Buckingham Palace. Van Heusen is also the world’s largest selling shirt brand. Environmental- friendly production. Strong brand aesthetics.

WEAKNESS

The brand has to deal with a lot of replica and pirated products which hurts its brand. Strong competition means market share growth is slow.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

THREATS

Similar designs are available in other brands hence switching costs is very difficult. The local market poses a risk. Fluctuating economic scenario affects sales.

OPPORTUNITIES

The company can open a sub-brand for the mid-income section. The brand can increase global penetration into emerging economies.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Target Consumer Age : 25 - 45 yrs Income Group: Upper Middle and High-Income group. Working Professionals Geographical - Urban premium men and women Socio-Economic 1. Van Heusen Male- Successful, sophisticated, erudite, multi-faceted working professional. 2. Van Heusen Female- One who is dynamic, well-educated, ambitious, and intelligent. 3. V Dot- One who had disposable income and the attitude to go with it. 4. Van Heusen Sports- Ivy Leauge Style for the young professionals 5. Van Heusen Denim Labs- Fashion with functionality

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

MERCHANDISE MIX 48

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Men’s Wear:

Women’s Wear: Shirts&Blouses

Trousers

Shirts

Tops&T-Shirts

Dresses

Joggers

Jeans

Shorts

Skirts

Suits&Blazers

Jeans

Sweatshirts

Sweaters

Knitwears

Overcoats

Shorts

Vest

Sports Bras

Lingerie

Shoes

Joggers

Accessories

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Dresses

Trousers

B;azers

Jackets

Trunks

Van Heusen’s Sub Brand Van Heusen- Mainline Van Heusen Sports Van Heusen Denim Labs V Dot Van Heusen Woman

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Van Heusen (Mainline) Perfect for meetings to the boardroom and beyond, VanHeusen brings fashion forward power dressing to today’s multi-faceted professional’s wardrobe. Catering to men and women. Van Heusen represents sophisticated elegance that reflects today’s expression of style. Breaking the norms of conventional nine-to-five dressing, the brand’s range of garments focus on self-expression and individualism. With power-packed details and fine fabrics, Van Heusen has successfully defined the way women and men dress for the corporate world. The collections range from formal wear, party wear, casual wear, and ceremonial wear with ranges that spread across shirts to suits for men, and dresses to blazers for women. Modern, minimalist, and timeless, the brand’s clothing is noted for being relevant to its time. Catering to customers who are looking for a personalized experience, Van Heusen’s MyFit is a one-stop solution for finding your perfect fit. By selecting from a variety of styling options, from cuff to collar, MyFit enables you to create your style statement. From classics to contemporary Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Van Heusen Denim Labs Van Heusen’s sub-brand Van Heusen Sport is sport-inspired casual wear that’s a perfect amalgamation of modernity and the iconic 60s Ivy League look. Somewhere between smart and casual, the line is made up of shirts, fine knits, laundered chinos, and jackets that channel a nonchalant look. Styled with sporting details, this collection is perfect for your off-duty days. For a casual day out you can buy a Van Heusen T-shirt and pair it up with washed chinos and loafers for an effortlessly preppy look.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Van Heusen Sports Van Heusen’s sub-brand Van Heusen Sport is sport-inspired casual wear that’s a perfect amalgamation of modernity and the iconic 60s Ivy League look. Somewhere between smart and casual, the line is made up of shirts, fine knits, laundered chinos, and jackets that channel a nonchalant look. Styled with sporting details, this collection is perfect for your off-duty days. For a casual day out you can buy a Van Heusen T-shirt and pair it up with washed chinos and loafers for an effortlessly preppy look.

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

V Dot Addressing younger professionals and their changing lifestyles, V Dot a sub-brand of Van Heu sen specializes in clubwear. Styled to radiate attitude, the edgy collection of Van Heusen trousers, shirts, and blazers is cautiously designed to give a bold sophisticated look. Keeping the brand’s philosophy in mind, you can buy smart yet trendy Van Heusen blazers online, that are perfect for a night about town or ceremonial evenings. You can also buy statement-making Van Heusen shirts that come with distinct yet bold details, from contrast piping to unique denim washes.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Van Heusen Woman Emerging as a lifestyle brand, Van Heusen launched its women’s wear category under The subbrand Van Heusen Woman. Aimed at the dynamic, ambitious, and intelligent woman, who lives life on her own terms, the brand’s collection is polished, classy chic in style. The ‘Everyday Couture’ which is smart yet and effortlessly feminine addresses Today’s woman, who is always on the go. From shift dresses To coordinated Van Heusen suits for women, you can browse through the collection on Vanheusenindia.com. You browse the gamut of styles and pick a Van Heusen dress that is perfect for you 9 to 5 and beyond. Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Media Van Heusen has unveiled a campaign christened ‘Move In The New Blue’ to promote the Denim Labs brand. Centered over Jacqueline who is grooving, stretching, swaying, spinning in a variety of denim by Van Heusen Denim Labs, the film showcases the broad range of supremely stylish denim perfect for every occasion and mood of today’s style and comfort conscious consumer. The campaign will be featured across multiple mediums such as television, print, and digital. Conceptualized by Famous Innovations, it is Van Heusen’s maiden campaign for the newly announced sub-brand, Denim Labs. The new sub-brand reflects the inimitable stylish range of denim wear for both men and women. Van Heusen has curated the collection for every mood of the young modern Indian customer, who is inclined towards fashion that comes with functionality and comfort. With the launch of Denim Labs, Van Heusen has introduced a whole new realm of bold, stylish, comfortable, and playful denim to its customers. Commenting on the association Jacqueline Fernandez said, “I am delighted to be associated with the Van Heusen family and be a part of the brand’s new venture. It feels empowering to represent the Van Heusen Denim Labs which completely echoes with my idea and belief in fashion. I feel humbled to espouse the dynamic, young, and new-age vibe of Van Heusen denim, which is bringing a new code to the category. Denim Labs surely paves way for modern young men and women to make an impact with the highest levels of style and comfort.”

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Design Team DESIGN HEAD Sherif

Design Team

DESIGN HEAD Santosh

DESIGN HEAD Debolina

CREATIVE DIRECTOR Saikat Mitra

Facilitating with CLO

Anshika Agrawal l Graduation Project- Van Heusen l 2021

OPERATIONS Vasanth

MANAGER

MAINLINE

• • • •

FLEX

Deepika Rakesh Shalu Preethan

MANAGER

SPORTS

• • •

DENIM LABS

Praful Abhishek Pranav

V DOT WOMEN’S

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

MANAGER • • • • •

Anuja Biju Ankita Tanya Priyanka

Design Development Process

study this each presented story

BUYING TEAM

COLOR DIRECTION WGSN

COMPETITORS

RESEARCH CONSUMER DATA

TRENDS RESPONSE

all the stakeholders invited

CONCEPT PRESENTATION includes

Design

Fabric

Innovation

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Types of products

SUPPLY CHAIN

Departmental Stores Multi Brand Outlet Shop

Details for each items

E- Commerece

Price point for each items

DEVELOPING CAD’S indenting

define

Exclsuive Brand Outlet

No. of products for each story

DESK LOOMS (fabric samples of a4 size)

ORDER CONSOLIDATED

STYLE CODE

fabric+gold seal=style allocation (p&c of style code make 600-700 shirt)

Product Lifecycle Managment

PRODUCTION

(information for any product created)

Fashion Design l Bachelor of Design l National Institute of Fashion Technology

Van Heusen Store Van Heusen’s philosophy represents a fusion of timeless features and future trends and that is what translates and extends into this new retail identity. The brand targets professionals with a great sense of ambition, who are progressive, dynamic, men & women of substance while being stylish & confident of being noticed. The store identity is designed to echo their personality. The brand has refined tastes and appreciates modern art. The VIP lounge is an added feature with a special fitting room. Continuing with the branching-out strategy, the brand is entering the non-apparel segment with a range of footwear and other segments like luggage and eyewear. The design balance is maintained through the wooden strips as an asepration element in the store.

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Costing

Costing a very significant process brings the profit and hence sustaining future to the company. Various factors determine the face value of the product. And then, the face value is compared to MRP sent by the buying team called Pc to MRP%.

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If PC (Product Cost) to MRP (Maximum retail price) is more equivalent to 25% then no further changes are made. But if the PC to MRP hit is more than 28%, then MRP is reduced so that consumers would buy the product. Similarly, if its less than 23%, then MRP is increased to balance the total revenue

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UNLEARNING Understanding Male Body Shape 68 Measurment Guide

Fit Comparison

Design Details

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UNDERSTANDING MALE BODY SHAPE

Oval

Inverted Triangle

Characterized with slim shoulders and chest, along with a wider waist and slim hips, the oval is a prominent body type among men.

Top-heavy with an accentuated waist, this body type is usually found among men who are athletes or spend a lot of time at the gym.

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Rectangular

Triangle

Rectangles tend to be perfectly proportioned between the waist and hips.

The triangle shape similar to the oval has a wider waist. The shoulder area is much more narrow.

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MEASUREMENT GUIDE

Method For Measuring Sleeve Length

Method For Measuring Neck Circumference

1. Place tape at collar position with start end at center front 2. Grip at overlap but place two fingers between tape and neck (having fingers inside increases circumference from snug to a comfortable fit level) 3. Measure off circumference on tape to the next highest centimeter 4. This will be between 37cm and 50cm - our largest neck size

2. 3. 4. 5.

Place tape measure center back of the collar Run tape across the top of shoulder to shoulder point Re-grip tape to hold at the shoulder point Continue measurement down the arm Finish at a point a little longer than wrist joint where hand widens

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Front Rise

Back Rise & Waistband

Trouser Balance

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Trouser Length Break

FIT COMPARISON Comfort Fit Neck Length (inches)

SleeveLength (inches)

Neck Length (inches)

SleeveLength (inches)

Neck Length (inches)

SleeveLength (inches)

Neck Length (inches)

SleeveLength (inches)

Regular Fit

Slim Fit

Skinny Fit

Anshika Agrawal l Graduation Project- Van Heusen l 2021

VH Sports, VH Denim Labs

Comfort Fit

Regular Fit

Slim Fit

Skinny Fit

Relaxed Fit Longer Body

Classic Fit Semi Fitted

Slimmer Fit Shorter Body

Skinnest Fit Fitted

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DESIGN DETAILS

Cuff Styles Always remember the silhouette of cuff and pocket should be matched example chiseled cuff to the chiseled pocket, round cuff to the round pocket and so. Two button cuffs are genearlly used for casualwera whereas, one button cuffs can be either formal or casual depending on the fusing/interlining. Usually, the stiffer the fusing the more formal the cuff.

Chiseled Cuff

Round Cuff

Straight Cuff

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Two Button Cuff

Formal

Collar Styles Point Collar

One of the most defining visual aspects of a men’s shirt is its collar. Framing the face in a significant way and creating an eye-catching impression, the collar of a shirt defines its profile. With the slow disappearance of ties from the list of men’s formal wear essentials, collars have become the new spotlight in menswear for any professional event or high-stakes occasion. The default business collar is the ‘point’ collar. The most familiar of the lot, this collar is characterized by its pointed tips. The collar spread is minimal - max 3.5”. Thus, this is an ideal collar for traditional office ties, as it does not expose the folded edges of the tie and helps it stably sit on the neck. A spread collar is probably the most versatile of different types of shirt collars.Not as exaggerated as the spear collar to be viably worn without a jacket or overcoat, and spread out enough to layer on top.

Spread Collar

Cutaway Collar

An extreme version of the spread collar is a cut-away collar.This collar is defined by points that angle back towards the shoulders. Clean and contemporary, this collar looks good with or without a tie. The button-down collar has become a modern-day favorite, these collars have the function of buttoning down their collar points. Derivatives of the point-collar, these types of collars are very appealing stylistically and can hold their own without any added elements, layers or fuss. Another vintage classic that is gaining popularity in today’s fashion cycle is the club collar. Resembling a 3-D folded version of a ‘Peter-Pan Collar’, this style is distinguished by a sleek band and rounded collar points.

Button Down Collar

Club Collar

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VH Sports & Denim Labs Project Brief

Denim Labs Shirt

Sporty Casuals

Start Up Casuals

Relax Casuals

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PROJECT BRIEF To design shirts for three AG categories’, and reinstate the brand DNA. Keeping in mind of the brand aesthetics. After gathering research on the sub themes and using detailed sheet as a key driver to make collection of shirts for the Spring/ Summer 22.

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DENIM LABS SHIRTS The collection of shirts includes denim shirts for Van Heusen’s sub brand Denim Lab. Inspiration for the same is Formula 1.

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SPORTY CASUALS

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Print Development

Anshika Agrawal l Graduation Project- Van Heusen l 2021

Samples made at Yemalur, Bangalore

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STARTUP CASUALS

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Print Development

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Samples made at Yemalur, Bangalore

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RELAX CASUALS

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Print Development

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Samples made at Yemalur, Bangalore

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PLUS SIZE RANGE Project Brief

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Fashion Exclusivity

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What defines Plus Size

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Demography of Plus Size

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Why need of Plus Size line?

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Why are clothes not made bigger?124 Elements of inclusive design

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Principles of inclusive design

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PROJECT BRIEF The focus of the project is to conceptualize and create a Plus-Size Collection for Van Heusen and the feasibility of having the same as its sub-brand. After gathering research on the brand’s background and using fashion studies as the key driver to make trendy collections for Plus Size consumers to the best brand fitment.

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FASHION EXCLUSIVITY

Fashion is generally defined as a trend accepted by the mass, but what if FASHION has not yet been created for the mass? It’s been created only for a section of society and catered to the whole 118

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Fashion is generally defined as a trend accepted by the mass, but what if FASHION has not yet been created for the mass? It’s been created only for a section of society and catered to the whole

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WHAT DEFINES PLUS SIZE (SIZE INCLUSIVE)?

In the fashion industry, plus size is identified as sizes 1X and over, or sizes 1XL-8XL and tall sizes as XLT and up. So the general consensus, it seems is that men with somewhere around a 38 to 40-inch waist or larger would be considered a plus, neck of 16 and above and of chest 42-44’’ above.

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DEMOGRAPHY OF OBESE PEOPLE IN INDIA

•

India is the third most obese country in the world. The prevalence of obesity in India varies due to age, gender, geographical environment, socio-economic status, etc. According to the ICMR-INDIAN study 2015, the prevalence rate of obesity and central obesity varies from 11.8% to 31.3% and 16.9%-36.3% respectively. The prevalence of overweight and obesity in India is increasing faster than the world average. Given the extent of the increase in the prevalence of overweight and obesity, reliably predicting its future prevalence has become increasingly important. Despite this, few studies have attempted to estimate future trends in overweight and obesity in India. One study that reports on global trends estimated that 27.8% of all Indians would be overweight, and 5.0% obese, by 2030. Another study estimated that around 20% of rural Indian adults will be either overweight or obese by 2030.

Prevalence (%) of overweight and obesity among men in the states of India, 2015-16.e.

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WHY NEED OF PLUS SIZE LINE?

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Lack of Representation

Changing Times

Fashion is such an important part of self-presentation and communicating our identity to others, and, in the past, plussized men had such a limited number of identities they could show. The Body Positive Moment and its campaigns have neglected the male consumer and male body types, and have mostly focused on only female body types

The interest in the plus-size clothing market has increased due to the increasing levels of obesity and eating disorders that plague a large number of individuals. . The shape and size of the average person have increased throughout the years, demanding a shift in the way clothes are designed, produced, and marketed. People who are now reaching their 40s and 50s add to the increase in obesity - more than 60% of this group needs plus-size clothing.

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Social Media

Supplying a Market Need

People have been voraciously using social media to exert pressure on retailers and to push back against body-shamers who say there is no room for diverse figures in fashion.

Retailers and designers have noticed the intense need for plus-size clothing and have made strides within the market. A range of Plus size clothing can now be found at shops and department stores that once did not offer a decent selection if any at all. There has also been a boom in plus-size clothing lines which focus only on the customer in need of larger sizes. Stores dedicated to serving the plus-size clothing shopper have also increased throughout the years.

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WHY ARE CLOTHES NOT MADE BIGGER?

Fashion Runways It’s undeniable that the fashion industry is plus-size-averse. There’s the passive discrimination of framing most dialogue around straight sizes only. Beyond that, there’s also a frustrating production barrier that prevents plus-size clothing from being made in the first place. For any trade, it’s counter-intuitive that industry could so obviously not cater to the largest demographic out there — but that’s exactly how the plus-size world is.

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Limited Retail Offering The biggest problem that plus-size men run into is that many brands who are getting into the game and offering extended sizes aren’t making the clothes specifically for bigger bodies. They’re not thinking about how a shirt will fit on someone who has more of a gut.

Degree of Difference The differences between a narrow waisted size 30 man and a wide waisted size 30 man can be a couple inches, while in plus sizing, it can be a matter of feet. When things are working with that degree of difference, it becomes a lot more difficult to mask discrepancies or design for variability.

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ELEMENTS OF EXCLUSIVE DESIGN

Side contrasting fabric for elongation Darker colour contrast fabric creates a smooth illusion of a thinner torso and helps to elongate the overall look.

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Shirt with spread collar go with broader face and neck Narrow collars look out of proportion with broad features. Next to a narrow collar, a broad face and neck look wider. Cutaways collars come in different degrees of spread, and while one with a standard spread will have some of the intended effects, one with a wider spread will enhance it

V neck so that round face doesn’t look A V-neck collar helps elongate the face and neckline. Crew neck collars, on the other hand, don’t draw the eyes down and can exaggerate a round face shape, making it less prominent

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Silhouette should be fit of the body, not hug them Straight-legged pants can help balance out the proportions of legs, waist, and stomach.

Minute to small patterns in same palette Avoiding splashy patterns and big prints , which bring undue attention to the shape of the body. Intensity of the prints make eyes draws towards it.

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Lack of Representation Fashion is such an important part of self-presentation and communicating our identity to others, and, in the past, plus-sized men had such a limited number of identities they could show. The Body Positive Moment and its campaigns have neglected the male consumer and male body types, and have mostly focused on only female body types

Vertically lines for more elongated look Vertical lines enhances the overall silhouette as the eyes move from top to bottom. Flat knits or vertical jacquard could be opted for knits.

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Making sure shorts don’t go past knees Shorts look bulky and fit snugly when falls right around knee level. Because more of skin is shown with shorts of 11’inseam

Pocket height Chest pocket should be attached 1/2inch higher than the general height, to avoid heavy chest

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PRINCIPLES OF INCLUSIVE DESIGN

Cut through the layers Not only does layering elongates, but they look stylish too! Layering in the form of wearing an open shirt or a cool jacket breaks up the top half of the body into vertical lines.

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Don’t go for extreme contrast Wearing contrasting color divide body in two halves, and enhances the waistline. Wearing clothes in the same palette hides the waist-

Waistline For plus-sized people, slim fits are not an option, but too much fabric around the waist will make a person look fatter. Also, pants should always be worn or measure below the tummy. 132

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Jacket for shirt sleeve should fit closely Jacket or overshirt need to have snug fit on the sleeve.

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BRAND COLLATERALS Feasibilty of Range

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Initial Brainstorming

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Logo

140

Icon

141

Color Palette

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Pantone Shades

143

Clear Space

144

Reversed Colors

145

Main Labels

146

Size Labels

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FEASIBILITY OF PLUS SIZE RANGE IN VAN HEUSEN

Van Heusen has emerged as a fashion authority for the ever-evolving Indian consumer and has established itself as the one stop destination for the latest trends. Today, Van Heusen is not only the most preferred work wear brand, but also effortlessly straddles across the entire spectrum of occasions like casuals, ceremonial and party wear. Van Heusen entered the Indian market in 1990, with that it has been growing continuously with V Dot, Van Heusen Sport, Van Heusen Woman, Van Heusen Club Wear and Van Heusen Denim Lab successfully. It has always been the first to capture the targeted market profitably and with more acceptance towards plus size, Van Heusen Universal will also be a good venture for the company to grow in. There still aren’t enough clothing options for big and tall guys that focus on fit AND style. VH one of the premium brands of India could be the first one to tap the market in the category.

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These are the some of major brands who have a dedicated plus size line, but none of them has a sister brand dedicated to it. Which again gives stronger reason to be one pf the few to have a ‘plus sized sub brand’.

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INTITAL BRAINSTORMING Brand Name • • • • • • • • • •

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Van Heusen Master’s Van Heusen Excell Van Heusen Universal Van Heusen Brawn Robust by Van Heusen Van Heusen Pluse Van Heusen Limitless V Plus Van Heusen Big+Tall Van Heusen One

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Logo

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LOGO

The Van Heusen X Logo The main logo molds into Van Heusen’s classic logo and X as the word mark. It’s sharp and stands for its nature

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ICON

The Van Heusen X Icon The icons blend well with these existing sub brands of VH and yet delivering the message that clothing is for XL size. It has plus to the 77 degree of the negative space of main icon.

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COLOR PALETTE

Tuffy Primary Colour

Phantom Secondary Colour

Hex Code- 424243 R- 66 G- 66 B- 67

Smoked White Secondary Colour

Hex Code- C3996C R- 195 G- 153 B- 108

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Hex Code- DDDEDE R- 221 G- 222 B- 222

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PANTONE SHADES

Tuffy

Phantom

Smoked White

4254 C

4287 C

7541 C

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CLEAR SPACE

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REVERSED COLORS

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MAIN LABELS

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SIZE LABELS

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SIZE LABELS

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SIZE LABELS

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PLUS SIZE RANGE Concept

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Seed Society

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Botanic Academia

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Hybrid Shrubs

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CONCEPT

As the world looks set to emerge from the grip of the pandemic, new collective interest in nature and holistic living will live on through gardening, nature walks and other mindful practices. Exploring the sophisticated, spiritual aspects of hippie culture without any of the more juvenile and bold elements. Focus on toned-down neutrals and soft botanical shades in mostly natural, organic fabrics cut loosely for comfort. While there are rugged utilitarian underpinnings here, the look should evoke calmness. Prints, colours and details should all work to add interest without needing to make bold statements. Incorporate organic, natural materials wherever possible. While upcycled and recycled fabrics add a certain level of sustainability and can be mixed in here strategically, organic materials will actually decompose over time, essentially eliminating waste. Summer is typically marked with bright, bold colours, but this capsule takes cues from autumn with a palette based on natural and earth tones. To keep a summer feel, add in soft botanical greens and floral pastels to play alongside the browns and oranges. Although this isn’t a capsule of loungewear or adapted activewear, comfort is still key. Look to natural, breathable materials and loose cuts that feel comfortable to wear, while encouraging the kind of lifestyle that also comforts the soul.

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SEED SOCIETY

BOTANIC ACADEMIA

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HYBRID SHRUBS

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SEED SOCIETY A/W 22 will connect to a world still waking up and adjusting after a long period of restriction and uncertainty. Consumers will be managing multiple emotional states over the coming years, connecting them to feelings of optimism and hope, but also stability and balance. As consumers face new challenges, healing will become a built-in habit in their everyday lives, and we expect recuperation rituals to drive forward colors that feel restorative and balancing, supporting physical and mental health

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Inspiration Chart

eco- anxiety

77°41’28.46’’E

001 way of life

12°56’53.87’’N

15/04/2021

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Fabric Chart

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Tech Luxe

Technical Synthetics

Technically-driven materials for the considered commute are elevated with techlegant shine. Relevant for: technical shirting, separates, jackets, outerwear

Mills leaning on recycled polyester and recycled nylon for performance-driven qualities. Relevant for: technical shirting, separates, jackets, outerwear

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City Explorer Fliping workwear utility on its head by mixing camo with dusted pastel botanical florals and vintage-look paisley bandana designs. Relevant for: shirting, jackets, bottoms, outerwear, accessories

Papery Performance New ways of working transform casual and workwear, lighter paper touches inform core smart qualities and relaxed #utility fabrics. Relevant for: shirting, tailoring, jackets, bottoms, soft

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Silhouettes Chart

Essential Henley

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Basic T-shirt

Camp Shirt

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Overshirt

Cargo Shorts

Hoodie

Straight Trousers

Joggers

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Design Details Increased Movement

Inserts add interest to core shapes and merge active elements with menswear styling. It also adds added movement and takes the shape accordingly

Cheerful Tech Printing a Spotify code onto each garment which can be scanned and links to a motivation podcast or playlist making them moveable garment.

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Personalised Fit Incorporate zip openings for ventilation and thermoregulation Zip vents and modular elements allow consumers to personalize fits for improved movement and added comfort.

Engineered Inserts Designing engineered, mesh or perforated inserts to create added ventilation. Performance mesh with sweat-wicking properties enhances both performance and comfort.

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BOTANIC ACADEMIA

Freshen up simple classics with sporty hues that reference preppy and rustic themes. With the rise of nature as a style influence, colors that allude to the traditions of the clubhouse get a more inclusive makeover. Story inspires the combination of Palm Leaf and Optic White, while the key seasonal combination of Terracotta and Vintage Pink brings a smart but sporty look to classics.

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Inspiration Chart

12°56’53.87’’N

where next?

77°41’28.46’’E 001 summer moon

15/04/2021

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Fabric Chart

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Spliced Repurposing

Info Transperency

Circular solutions will drive creative construction for sustainable casualwear. evolve a refined, colour-blocked look by utilising spliced deadstock, or use over-printing to give new life to unsold inventory. Relevant for: shirting, bottoms, denim, tailoring, jackets

Rather than hiding information within labels, be bold and move your eco-credentials to the outside of items. Relevant for: shirting, bottoms, denim, jackets

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Undyed Simplicity

Bleisure Micro-Texture

Creating a sense of wellbeing with calm, slow-made weaves crafted in natural fibres, feeding into the softmasculinity trend. Relevant for: shirts, soft separates, loungewear, lightweight jackets

Micro textures will evolve workleisure apparel with comfort and tactility. Relevant for: shirts, suiting, jackets, separates, loungewear, soft accessories

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Silhouettes Chart

Essential V Neck

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Basic Woven Shirt

Half Sleeve Shirt

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Overshirt

Tucker Jacket

Straight Denim

Soft Cargo

Jogger Trouser

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Design Details Smart Polo Polo shirts when unzipped give a enhanced V-neck, yet making it sophisticated Influenced by work wear smocks, the fit is boxy, but not oversized.

The Overshirt Looking to lighter weights for transitional dressing. Here the shirt is layered over a tee, but come colder months it could be worn over an shirt too This also hides the unwanted parts of the body

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No Break Trousers with full break should totally be avoided, as it make a person look shorter. Length with half or no break should be preferred.

Soft Cargo Cargo without flaps are more suitable for plus size people. Seam pockets not only creates softer casual look but also avoid the bulge that a pocket flap may add.

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HYBRID SHRUBS

Look at the intersection of utilitarian colors and traditional tailoring shades to create a new hybrid. As men reassess their formal wardrobes, casual and smart worlds will continue to blend, putting a greater focus on colours such as Midnight Blue and Olive Oil, which are versatile enough to exist in both spheres. The flat, unassuming nature of these hues makes them ideal for textured plains such as seersucker, as well as for the crisp, clean handles that are associated with technical fabrics with performance qualities – perfect for modernist tailoring.

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Inspiration Chart powerful

12°56’53.87’’N

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001 perrinial

77°41’28.46’’E

softsepratess

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HYBRID SHRUBS

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Fabric Chart

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Ombré Gradients

Plant-based performance

The metaverse inspires transformative colour-wovens with digitally layered chroma colour Relevant for: shirts, jackets, loungewear, tailoring, outerwear

tap into plant-based cellulosic fibres for casual outdoor-wear to rival oil-based materials Relevant for: jackets, outerwear, bottoms, soft accessories

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Sleek Tonics

Future Craft

Richly coloured tones update formal tonic textiles for high-summer tailoring and shirting. Relevant for: jackets, shirting, suits

A 3D-generated aesthetic inspires computational colour wovens that appear like sculpted algorithms in colour and form. Relevant for: shirting, jackets, separates, outerwear

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Silhouettes Chart

Basic Shirt

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Mandarian Shirt

Button Down Shirt

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Turtleneck

Blazer

Basic Trousers

Pleated Trousers

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Design Details Dark Textured Shirt Bridge the gap of solid and prints with lightweight coudroy, dobby weaved shirt Textured fabrics make life easier for such individuals

Collarless Blazer Cut patterns cleanly with minimal details for an overall smart look; however, a roomier silhouette is more versatile Creating a modern clerical look that appeals equally to progressive and mod clientele

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Straight Legs Clean lines, a slim but not skinny fit,and clean flat details upgrade this version of the chino trousers, even when rendered in a classic black.

Comfort Waist The need for comfortable smart items will become a key driver Elasticated, drawstring or a combination of both are key for making work wear trousers versatile pieces.

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SAMPLING Construction

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Lookbook

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CONSTRUCTION Fabric sourcing being a very significant part gave a beautiful voice to my design and theme. Fabric sourcing was done from Harsh Textile (G-23), 451 Textile Market from the famous Ring Road in Surat. I picked fabrics of Birla Century, which is a good cotton blend but yet at an affordable price. The garments were stitched by Deepak Bhai, owner of Candy Store who lives very close to my home which also helped me to ignore overhead charges.

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Garment 1 Slim Shirt with chiseled cuff and contrasting collar tip

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Garment 2 Tapered Fit Chinos with back detailing and turn up pockets

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Garment 3 Band Collar Shirt with welt pocket and square cuff

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Garment 4 Shacket with vertical pocket and contrasting buttons

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Garment5 Button Down shirt in Straight Fit with Round pocket and cuff

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Garment 6 Slim fit shirt with chiseled pocket and side contrasrting panel

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Garment 7 Straight Fit Cargo Trousers with no flap

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Garment 8 Woven Half Sleeve Zipper T-shirt with diamond pocket

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MARKETING Social Media Campaign

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Website Layout

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Visual Merchandising

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Instagram

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Website Layout

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Visual Merchandising

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LOOKING BACK Conclusion

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Bibliography

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CONCLUSION Wow! It’s 7:40 a.m. on 30th July 2021 and I cannot believe that these are my last few words for the document. It was a wonderful and learning experience for me while working on this project. The joy of working and the thrill involved while tackling the various problems and challenges gave me a feel of the industry. I enjoyed every bit of work I had put into this project. This project not only enriched my knowledge professional but also made me helped me achieve a more disciplined routine in my personal life. Through this project, I got to experience the working portfolio of India’s best apparel company. To say that I have figured out all of who I am would be a lie. From having minimum knowledge about menswear in March, to fill me with an abundance of it could have only been possible with Pranav Sir’s mentorship. At the beginning of my Graduation Project, I set some learning objectives for developing my knowledge and skills. During my tenure, many events have led to the accomplishment of a variety of my set objectives. Not only do now I have a deep knowledge of the work of an organization, but I also learned how to conduct myself in diverse work conditions. I’ve found that it’s important to be willing to learn more. One should take the initiative because even if you are efficient, as there is always a chance to become better. In conclusion, the Graduation Project was a very valuable opportunity. I’ve got to know what my strengths and weaknesses are, I’ve learned new experiences and abilities. This Graduation Project was an experience for me to test my skills. To excel in designing, the exchanging of information, thoughts, and viewpoints are of immense importance. It was a very enriching experience, and it allowed me to explore myself as a designer

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BIBLIOGRAPHY • https://www.jcdr.net/articles/PDF/12201/37014_CE%5BRa1%5D_F(SL)_PF1(MJ_AP)_PFA(MJ_AP)_PN(SHU).pdf • https://www.bewakoof.com/blog/types-of-collars-for-men-shirts • https://www.gentlemansgazette.com/wp-content/uploads/2020/01/shirt-collar-styles_3870x1440-1030x383.webp • https://www.apposta.com/sp/guides/types-of-cuff.3sp • https://www.vanheusenindia.com/ • http://www.abfrl.com/ • https://lt.tommy.com/mens-big-tall • https://us.puma.com/en/us/men/clothing/big-and-tall • https://www.massimodutti.com/us/men/collection/trousers/view-all-c1985504.html • https://www.jacamo.co.uk/shop/c/clothing/long-and-tall • https://winkmodels.com.au/model/ednie-foaga/ • https://www.imgmodels.com/matthewwirken • https://www.dxl.com/ • https://www.wgsn.com/ • https://www.fashionnova.com/collections/mens-plus • https://stock.adobe.com/in • https://chubstr.com/shop/big-tall/clothes/activewear/ • https://qz.com/98991/indias-plus-size-fashion-scene-is-catching-on

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