PORTFOLIO TEXTILE DESIGN ARUSHI SIDHWANI
INDUSTRY WORK
PROJECTS UNDERTAKEN / Project 1: KOYARI Projec 2: ASHEN EBON Project 3: FOLK FRENZY Project 4: CADENCE Project 5: INDIGO SUMMER
Koyari COLLECTION 1 Company Brief:
Design Process:
Deliverable:
The design brief specified was to have a range of cushions for the Company’s domestic brand, NUR Home.
An analysis of the brand was done to understand NUR’s style and language of work.
A group of decorative cushions using different surface techniques keeping NUR Home’s clientele and brand identity in mind.
The guidelines were that the colours and theme should be in sync with what the brand is currently showcasing. The collection needed to be new and different but with the essence that is NUR Home.
/ Image on Facing Page; Collection Koyari, NUR Home
A theme board and a colour palatte were decided upon from which the motifs were derived. The look and design of the entire collection kept building and changing after feedback sessions. Motifs were drawn and then scanned to make CAD’s for layouts. The few selected ones were filled in with colour. Along with the digital work, surface techniques were also explored. The final call was an amalgamation of the CADs and the techniques.
About The Collection Working for NUR was a new and challenging experience compared to working as a student for a classroom project.
(3) Previously the brand worked with lots of pinks but now the commonly used colour is red.
I realised when working for a brand, it is important to have unique work that stands out and not only goes with the language of the brand, but also caters to its exact clientele so the product sees the afterlife one imagines before developing them.
(4) Velvet cushions also do well, but are preferent simpler and less embelished.
According to the project brief, the first step was to decide on a theme to work on. A brief analysis of the brand was important to check what the domestic market prefers to buy and how the current products were doing in stores. After determining what sells, for the new collection, there needed to be a new theme, new colour range and new layouts for cushions but also keeping them right around the corner from what is most liked and bought by their clients. The balance of new and what fits was most important to achieve. My analysis for NUR were an important factor that led me to choose the theme for my collection. Some key points being as follows: (1) NUR being an amalgamation of ethnic and contemporary designs, uses rich and vibrant colours representing the cultural heritage of India and its textiles. (2) Most popular products are decorative cushions. Amongst them highly preferred are the fully embroidered floral cushions.
(5) Even in a collection, each piece needs to special on its own as people tend to mix and match across collections and may not buy one complete collection. Keeping the above in mind, I decided to go with a theme yet not explored by the brand and has its roots into our culture and extend to the western world, both in history and now contemporary.
This collection celebrates the form and details of the ‘Paisley’ motif. Floral ornamentation, bold contrasting colours and fine embroideries make it all the more exotic. Paisley is a motif that unites the eastern and western hemispheres. The symbol sprang up millennia ago, somewhere between present
day Iran and the Kashmiri region straddling the Indian Pakistani border. In Paisley people have seen resemblances to a lotus, a mango, a leech, a yin and yang, a dragon, and a cypress pine. Ancient Babylonians likened it to an uncurling date palm shoot. Providing them with food, wine, wood, paper, hatch, and all of life’s necessities—date palms symbolized prosperity and plenty. Paisley began its life as the privilege of cosseted, powerful men. From Babylon the use of the motif spread throughout the civilized world. One may first think of a Kashmiri shawl when hearing paisley but this pattern has been widely used across the globe with its own importance and connotations. For NUR Home, the use of the paisley motif was explored. That was my starting point. Also being aware of a floral language that the company maintains, the paisley does well if paired with florals. But this time the target was to achive a different visual for flowers, unlike the widely used Mughal inspired ones in the Indian market. The final collection includes a vibrant palate, which even placed in their stores with other very colourful collections would stand out. Bringing back the pinks in NUR Home, the look still remains traditional but tasteful.
Mood & Look Board
BORDERS
CHINTZ FLORAL
TIME LESS
EMBROIDERY ELEGANCE PRINTS
TRADITIONAL
HIGHLIGHTS
MOTIFS
OUTLINES DETAILS PAISLEY
QUILTING AARI
FUSHION
HANDWORK
Final Colour Palette PANTONE 17-4328 TPX
PANTONE 13-4909 TPX
PANTONE 17-2520 TPX
Initial trials, the final colour scheme, gave me a direction to work on. After filling out the CADs in the final colours, the required changes and explorations were done to finalise the collection. The next step was to make small mock trials in the exact colours. After group discussions and feedback, the preferred changes were done before making the final samples which would then be handed over to the production department. Few things were considered before finalising the layouts. Since the collection was already finalised, so were the fabrics and the colours, this helped in reducing cost during production
as one fabric type can be prepared and used in numerous cushions rather than having to prepare a new fabric for each detail. The embroideries for the final sample were done on the free motion embroidery machine which would later be converted to computerised embroidery for production. Even after everything being planned before hand, last minute alterations were a part of the process. Starting from motifs to the layouts then to the final details, alterations had to be made to achieve the overall desired look and appeal.
PANTONE 15-2718 TPX
PANTONE 15-2215 TPX
Final Artworks
Decorative Cushions being the primary and most developed product for NUR Home was why most layouts were done product focused. The developed surfaces and explorations were mainly translated into cushions as the final product. The scenario remains the same when working for the export market. This was according to the company having mostly buyers for decorative cushions. This collection for NUR Home, had a very strategic approach, and with very careful understanding, each cushion was developed keeping in mind the market and the theme. The project lasted the longest, having to manage NUR Home along with other buyer oriented work. With constant feedback and explorations every week, the overall collection only keep improving and filtering from the starting point.
Ashen-Ebon COLLECTION 2 Company Brief:
Design Process:
Deliverable:
The design brief specified was to have a range of decorative cushions for Noorjehan’s major client, CB2.
A buyer study was initiated for CB2 and and analysis of their website was done to determine the direction in which to work.
A range of Decorative Cushions and coordinating table linens.
The colours were specified to be in the grey scale as per the buyer’s requirement. The cushions needed to be an interesting variety in terms of their surface and techniques but also be in accordance to the client.
After discussions with the design team, a mood board was selected, which would gel between the buyers forecast and the mood board for Noorjehans AW’ 18 range.
/ Left on facing page; Zoomed shot of collection Ashen-Ebon
Physical samples and paper artworks were developed according to the mood board. The ones with the most potential were carried forward for the final range.
AbouT The CollecTion Grey has been a trending colour for home decor for over a decade now. Some even say “Grey is the new beige.” It is almost like a colorless color. Technically, it is the halfway point between White and Black, which makes it a neutral. In reality, of course, Greys do tend to lean toward one end of the color spectrum or another with so many popular shades. Being the complete neutral that it is, Grey pairs perfectly with almost every other color or color palette. In such a versatile situation, Grey makes an excellent color choice for statement pieces in a space. Not only does grey work well as an “invisible” neutral foundation for a space, the color can also wear other proverbial hats in timeless décor.
Where there’s Grey, there’s also Black and White. A hint of Golden never hurt. Ashen-Ebon is a collection which celebrates the Greys. The doodle like patterns give the colour just the right spark yet keeping the overall look grounded and elegant. A great addition to any space of the many possible
colours. They keep the mood light and fun, yet not overpowering. Being developed for CB2, the collection is modern and casual. Keeping in mind the target customer of the brand, the mood board was themed to inspire patterns and colours which will be good fits into lofts and small apartments in a busy city living. After understanding the brand, the first step was to make paper artworks. Ink and water colours were the primary mediums. These artworks were then changed and explored digitally to make layouts for the cushions. Then taking inspiration from the mood board, surface explorations were also done. After discussion with the head designers, the finalised artworks and samples were made into the final products. After the meeting with CB2 at the showroom in the head office, the client had also selected some artworks they liked. They had me develop the design for other products for their shop, like shower curtains. These designs were then finalised after several exchanged e-mails with them, and made into samples and later sent directly to them.
KEY WORDS sTRUCTURED ORGANIC GEOMETRIC DOODLE TONAL ABSTRACT STRIPES SOPHISTICATED FASHION FORWARD COZY iNTERESTING TEXTURED
MOOD/THEME BOARD
/ Images on this page; Final Table Runners
/ Images on both the facing pages; Final Curtain CADs
/ Images on both the facing pages; Clicks of the cushions in the collection Ashen-Ebon
Folk Frenzy COLLECTION 3 Company Brief:
Design Process:
Deliverable:
The design brief specified was to have a collection for Noorjehan’s Tendence Fair range.
A folky floral mood board was made which was the reference for the patterns, colours and look of the collection.
A collection of decorative cushions and coordinating table ware products.
The group should have a theme inspired by an overall folky floral look and should still be in the colours and designs that would be preferred by the international clients.
After physical trials and samples were carried out, the final selected samples were made into product samples.
OVERALLS
ORGANIC
FLORAL
3D SURFACE
FERIA DE LAS FLORES STRIPES
TEXTURED
About the Collection As the name suggests, this theme walks right out of a frenzy of trending folk florals. As this ongoing love affair with the florals continue, this group takes inspiration from old traditions, motifs but is still contemporary. With the word folk, comes a classic time honored look and appeal, with floral comes exuberant patterns. Together they create a visual of colourful embroidery with purified primary colours and neutral bases.
PANTONE 18-4029 TPX
PANTONE 16-3919 TPX
PANTONE 13-5313 TPX
PANTONE 15-0850 TPX
PANTONE 18-1664 TPX
PANTONE 16-1364 TPX
PANTONE 19-4023 TPX
PANTONE 17-4405 TPX
Folk frenzy offers rich and saturated colours to establish a quirky yet vibrant feel. This collection was developed to be a part of the Tendence range for Noorjehan’s Spring Summer 18 hence it had no buyer centric working direction. Initially motifs inspired from traditional folk art were explored. Then these motifs were digitally rendered into CADS, after which they were translated into the final products. The motifs retained the intended hand drawn feel. Even with the vibrant colours, the grey in the palate sober out the outcome of each cushion, hence making it appropriate for the export market clientele.
PANTONE 14-1305 TPX
Colour Palette
/ Image on this page and facing page; Products from the collection Folk Frenzy for Noorjehan’s Tendence Fair’18
/ The overall look: Folk Frenzy Collection
cadence COLLECTION 4 Company Brief:
Design Process:
Deliverable:
The design brief specified was to have a range of bold and edgy decorative cushions for the buyer Crate and Barrel.
A buyer study was initiated for Crate and Barrel. After which I chose a direction of my own. A mood board was developed for the same. This direction was an amalgamation of the buyers look/moard board and the Tendence range mood board for ss’18 which was developed inhouse.
A group of decorative cushions, quilts and coordinating table ware.
There was freedom in terms of which direction was to be taken for the group after a buyer study but the final products should also fall in place for the Tendance Fair range.
Using the mood board, to achieve an Artistic direction, water colours and pastel colours were my main mediums for paper artworks. The chosen artworks were translated with appropriate techniques which kept the look sharp and clean.
ABOUT THE COLLECTION SHARP, CLEAN, ARTISTIC. Cadence is all that and much more. Much like the ongoing trend, the initial theme of this collection was from what now is popularly trending as the “liquid effect”. This is an artful application of colours and mediums to replicated the natural movement of water. The line of work hence tends to include splashed liquid look, stirred, spread, curved, wavy, etc. As it still is an “arty” look, the explorations and artworks are abstract and modern.
This group offers interesting liquid mimic patterns and watercolour strokes which translate into embroideries, prints and ombre dye’s. The colours for this group were client centric, and were deduced as per what were the trending colours on Crate & barrel’s website as their recent products. Later these colours were finalised to be a complete colour group.
PANTONE 18-1435 TPX PANTONE 14-113 TPX PANTONE 16-1328 TPX
PANTONE 15-3920 TPX PANTONE 18-4029 TPX
PANTONE 14-4503 TPX PANTONE 17-5102 TPX PANTONE 18-0316 TPX PANTONE 18-1108 TPX
CoLOUR PALETTE
MOOD BOARD
/ A closer look at the products from the collection Cadence
/ Above and facing page image; The Table Linen’s from Cadence
/ On both pages; Overall Shot’s of the collection Cadence
Indigo-Summer COLLECTION 5 Company Brief:
Design Process:
Deliverable:
The design brief specified was to have a range of tie and dye cushions, with a mix of contemporary designs. This is a look that is done for every range because of the popularity of tie and dye and shades of blue with their buyers.
A buyer study was initiated for CB2 and an analysis of the export market for tie and dye cushions and home decor.
A complete bedding set with decorative cushions, duvet cover and quilt. Along with this, table ware that go with the group. This included a runner, table mats and napkins.
The collection has to be made for the export market and their major client CB2’s preferences along with retaining its thematic appeal which should be the primary focus.
/ On facing page; The sub group of cushions from the main collection of Indigo Summer
Next was planning for the overall look of the collection and creating a suiting mood board of my own. Using the mood board, possible surface explorations were done. Next was to plan out and hand over large pieces of engineered tied patterns on fabric for dyeing. After receiving those fabrics was the final prototyping and sampling done.
Mood-Board
15-3920 TPX Placid Blue
15-4005 TPX Dream Blue
18-4247 TPX Brilliant Blue
19-4045 TPX Lapis Blue
19-4045 TPX Indigo
19-3921 TPX Dark Sapphire
19-4045 TPX Appricot
16-1707 TPG Dusty Orchid
18-1130 TCX Brown
About-The-Collection Being a lockdown trend, this collection presents the long linked indigo tie and dyes and an exciting mix of textures and surfaces, in a mix of indigo and blues, for a cheerful summer look. Taking advantage of this rich hue, the playful textures and patterns still look sophisticated and classic. Avoiding any monotony, these cushions have an interesting twists in pattern and the washes for a new ‘feeling the blues’ with this hue. With so many possibilities with such a versatile colour, it was possible to sub divide the techniques and the products into smaller group but still have them going well together as a larger story. / Background Image on this page; One of the painted artworks for this collection
Colour-Palatte
/ A bedding setup; Indigo Summer Decorative Cushions
/ Casual mix of Indigo Tie and Dye Cushions
These projects were done while working for Noorjehan Exports in India. Images and work are under the rights of the company. All of the contents in this booklet are my own work along with the photographs and concepts.
Thankyou for viewing. For Collaboration Contact:
Arushi Sidhwani findarushi@gmail.com (+1) 647-617-3620