/ / Fashion is a
phosis.
metamor-
It has the ability
to take on whatever the form the wearer wishes it to.� As a group Emory is endeavoring to challenge this ideal. As a brand we want to achieve showcasing emotion and feelings by visually communicating in a way words never seem able to. By exploiting these emotions and unlocking our creativity we will evoke the idea of a modern day soldier, juxtaposing the idea of comfort with body
armour. The objective is to create the persona of a strong, contemporary go-getter, who is nevertheless theatrical, eccentric and playful. We are working with the idea as fashion as protection. We are concerned with aesthetics just as much as function and we hope to collaborate the two within our creative process. /
We want our product to enhance the experience of the world outside, making the wearer feel more comfortable and confident and able to conquer. We all like to feel comfortable in our own skin and this can be reflected in how people think about what they wear. Fashion needs to be multi-functional, meeting many different customer needs. By being forward thinking and initiating designs for the future- we believe that fashion can become our shell, our protection. For most the future is ambiguous and exciting, however there is always an element of worry. If we can create a product that can
challenge
fear or alter it in anyway then we have succeeded. Fashion is not frivolous, it has a
pose
pur-
and we believe our purpose is to give a confident and comforting experience to our wearers. /
SCIENCE MUSEUM //
The most influencial part of the museum was the Universal Everything and You Exhibition, Which is a digital, audio-visual installation. It focused on the movement of the body through dance, which they filmed and then added ‘digital costumes’. This links with our philosophy because it an emotional experience with the lighting music, colours and movements playing with our emotions. These are elements we can inlude within our product and marketing strategy.
Emotions are triggered by so many different things.They are also never recieved in the same way. Some people enjoy horror films because they like the adrenaline of being scared, others surround themselves with positivity for protection.
Strength can be an emotion as well as a physical trait. Strong women are an excellent example of this - they aren’t necessarily stronger than men, however their emotional strength can triumph over mens. Armour is an obvious connection between strength and protection and can also link with protection being beautiful.
Combining the best features of different things has the possiblility to create something phenomenal.
Deformity showcases the human body in a more artistic and alternative perspective. certain deformities can strengthen a persons image and identity.
Texture can be a protection in itself. Whether it’s to defer an attack, an unpleasent texture will do this. or emotionally a soft texture can protect. Also texture can be visually pleasing to the eye.
Different materials and textures can greatly affect how a person feels. They are also a crutial factor in protection. botn soft and hard materials can protect equally but in different ways.
Nature has some of the most powerful protection in the world. Even something as simple as a tree has sophisticated and complex protection system in order to survive. nature also proves that protection doesn’t need to be ugly and actually enhance beauty as well as protect.
To be able to feel like you’re fearless is an important feauture of any form of armour. This links with the fearlessness illustrated in this image.
WALLACE COLLECTION // The detailing within the ancient armour was very intricate and representitive of their own cultures. As well as protective, the armour was designed to make the person look and feel invincable. There was a vast combination of materials and luxury farbics which showcases the wealth of the person behind the armour.
FRED BUTLER STOCKISTS //
The ribs are an iconic image of protection within the body. however they are also an amazing example of a naturally formed structure. This structure can be reflected within fashion. The image (opposite) displays how structure can be used to create an impact even when using simple shapes. Visually structures can reconstruct the body shape and even enhance its potential.
MARKET RESEARCH // On visiting Boxpark in Shoreditch, I felt it was a really effective idea for brands to have a small place in which to showcase themselves. If a brand is solely relying on web sales then this might ultimately reduce the target market group e.g. those who have no access to the web, those in areas with poor connections and those that simply prefer a physical environment to view stock. After speaking to some of the staff within Boxpark, there was a very positive response to their experiences. The space was enabling brands to extend their customer base, rather than relying purely on web sales. They also felt that they had good exposure through the ‘Boxpark’ name- it has its own adverts around Shoreditch and signs directing you to the ‘pop mall’. I have written an email to Boxpark requesting information for a hyperthetical space that could be created for Emory. I realised that it would be beneficial for the project for me and the market strategist to design a space that would showcase our stock. This would also give us a better idea for how we want to market ourselves and how we want the brand to be perceived. The prices for Boxpark are: 5K for 3 months 30K for 12 months + or fixed rent Therefore it is essential that the brand benefits profit wise from the experience- ensuring more exposure. I thought it was essential to visit a luxury concept store within Shoreditch to get a feel for presentation. I feel that we our targeting our products within the luxury fashion market and so it was invaluable to see how a potential competitive store presents themselves.
Sometimes in order to defend the body you need to change the structure of it. Making the shoulders broader can make the person appear more powerful. Creating a structure aroudn the torso can protect it. Patrick Hartleys work is a brilliant example of this. His designs challenge the female face and body shape and push the boundaries in modern and conceptual fashion. Emory will strive to achieve this within its product.
SHOREDITCH/ BOXPARK // We visited ‘Boxpark’ in Shoreditch where small up and coming brands have a space in which to showcase themselves. We were interested in exploring how brands reflected their personal design ethos within their own individual space.It was interesting to view how brands present their stock within a physical space compared to digitally. //
The attention to detail relfected the luxury of the stock sold. It offers small collections from a wide range of selected fashion brands such as J W Anderson and Damir Doma As well as jewellery, apothecary and books. Their store is both visual and simplistic. Their clothing collections are situated on rails whilst their othHype’ had promotional er products such as books leaflets in store and the and jewellery are carebrand’s logo was printed fully placed on the cenonto hats- advertising and tral tables. promotion. In one store displayed by wooden boxes presentation
jewellery was hanging from on the wallsof stock.
In Celestine Eleven the changing rooms were decorated with an individual rug and chair, different to a generic , repeated space in a chain of stores.