Fashion Theory and Concept Development

Chantelle Bryant: Fashion Theory and Concept Development Sketchbook BA (Hons) Fashion Studies Supported by accompanying blog: chantellebryant.tumblr.com

Blended

Concept Research

I was advised to consider what direction I wanted to take the project: via a marketing route or a more conceptual route. I felt that my researching thus far took on a more conceptual approach to the androgyny theme therefore I felt that I should undertake some market research: references within popular culture e.g. dsigners exploring gender ambigus collections- in order to balance out the research thus far.

Dazed: Is Fashion Over Gender?

J.W Anderson

Walter Van Beirendonck

San Francisco Drag Queens

Transgender models

My intital proposal is to develop content for an app that acts as a ‘outfit generator.’ The purpose of the app would be to select options from womens wear and menswear collections- for users who want to diversify their wardrobes.The app will be aligned to brands that do not already offer a androgynous selection already.

Rick Owens and Michele Lamy

Competitor Research: Androgynous brands

Market Resesrch: potential alignment to the brand

“Shoppers around the world are becoming more likely to buy online from another country – and the UK is one of places they prefer to buy from, a new study suggests.

Almost 40% of global online shoppers have now bought from an ecommerce retailer in another country�

“UK shoppers use mobiles and tablets to make 36 per cent of their online purchases at the moment, with some product types experiencing even higher penetration rates. For example, 40 per cent of clothes that are bought online originate from portable devices.

Report spokesperson, Tina Spooner, pointed out that the rise of mobile shopping has been rapid, as in 2010, the traffic generated by smartphones was just three per cent of the total e-commerce market in the UK.� £8.7 billion was spent via mobiles and tablets in the past quarter, with this amount only set to rise further, as more and more people choose to shop online away from a desktop PC or laptop.

Concept development On these pages I have been toying with graphics ideas on photoshop. The image to the left of the blended images represents the blending of the womenswear and menswear collections- this is a potential idea for the front page of my app.

The graphics to the right are an example of playing with the idea of androgynous representatives. Frida Kahlo explored themes of identity and feminity in her work- I felt these themes were relatable to the app. I experimented with illustrating over the top of the image. I like the idea of including art culture references in my work- I feel these graphics give an edge to the potential aesthetics of the app.

Androgynous models Exploring more graphic content: -Eliminating features of the body that represents the male female sex organs -Presenting representatives of androgynous models that could be potential ambassadors/ spokespeople for the app

Project direction change After my mid point review I was advised that the brands that I had considered aligning the app to were to commercial for the intended purpose.

It was suggested that I could take on a more conceptual route by potentially considering designer collections that were relatable to the gender blur theme.

A comment to make the app ‘frivilous and fun’ kept re-emerging in my mind.

I reconsidered how the feedback from the review reflected my design identity. I usually come at projects with a conceptually minded approach and therefore by trying to make this project marketable I was loosing the flavour that I could bring to the project.

My earlier conceptual sketchbook pages were exciting and androgynous, however by researching these commercial brand the presentations are uni-sex and dull.

I feel at a cross-roads with this project as the feedback I received made me feel I need to complete a overhaul. I feel that I now need to consider where best I can be inspired.

My intitial plans are to discontinue with researching the high street brands I have done previously and look for more cutting edge imagery from sources e.g. Dazed & Confused and i-D.

Representation of the ‘blended’ outfits of menswear and womenswear collections.

Problem Solving After the project took a turn in a different direction I started to create conceptual imagery based on my original themes of gender ambiguity and identity. I’ve referenced Dali in my work previously due to the connotations of the obscure. The persistance of memory explores ideas of reality and dream manifestations of the physche.

I wanted to reference surrealist ideas in the imagery to examplify a manifestation of a more conceptual route for the project.These colour scheme also provide a direction for the project in terms of aesthetics.

These images were created in terms of developig graphic, colour and photographic content that would be used within the app.

They are experiments in terms of how to represent a ‘male’ aesthetic and a ‘female’ aesthetic and swapping the two over e.g. tyres for a woman

flowers for a man

Exploring themes of sex, identity and gender within popular culture Kostis Fokas explored the naked body without sexual connotation.

“The images are not meant to be sexual, at least this was not my intention.

They’re not meant to be erotic photographs either. On the contrary, the naked bodies serve as a metaphor for how we feel when we get undressed, the uncomfortable feeling of exposing ourselves to others” – Kostis Fokas

These grahics were created to explore the project more conceptually. I wanted to experiment by collaborations: the kitsch against the obscure.

The dainty against the rough.

The sweet against the crude.

Collaboration of opposites in the same image.

Fusion of grotesque and pretty.

Walter Van Beirendonck SS15

I created these patterns on Photoshop to as my own example of how masculity and feminiy could be represented.

I want to toy with the idea of breaking up traditional gender roles with representative imagery e.g. associating the female figure with a banana and vice versa.

Final Outcomes

Blended What is this? Statement to explain motives/intentions of app Feature for user interaction- submitting graphics Graphics Collection of photography blended with graphic content Poems Fusion of written word and graphics Favourites Selction of designs realted to ethos

Logo & typography explained

click an option from the menu

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I choose the BLACKOUT font to represent the brand as I felt it looked contemporary, recognisible and ‘fun.’It has also adapted well to within the graphics I have experimented with.

The fruit theme originated when I was toying with the ideas of male and female representation. I liked the idea image that fruit can have connotations of gender and sexuality. I felt that these ideas were more playful and suited the image of the brand the service.

The colour scheme originated by me selecting colours I liked from the fruit patterns and developing a pallette on Photoshop- I found green to be the most successful colour- as I could fuse yellows and gold next to the pastel colours.

The coloured balls represent icons that will be tapped in order to redirect you from the options page to one of the four realms of the blended app.

Logo This blended logo will be used on the beginning page of the app- when you click on it this will appear on screen. You will then be automatically redirected to the blended contents page. The logo will then appear as part of the green colour scheme once the app is in use. The purple logo will reappear if the app is opened again. I wanted the logo to change to reflect the blended ethos: the ability for adaptation and change- thinking about gender in a different way.

I choose the purple to oppose the the green colour- I like the idea of the colours clashing- it makes the brand recognisable through aesthetics.

blended The blended app provides a creative outlet for users to indulge in.

Whether you’re looking to be inspired, take a break or submit your own thoughts, then this is where you belong.

We urge you to take some time out from your day and feed your brain with something creative.

Indulge Think Create.

The inspiration: comes from the desire to urge people to take a few moments away from the daily stresses of live and indulge in something creative.

Whether thats passively by looking.

Or actively by creating.

This is an example of the proposed ‘graphics’ within the contents of the app. A fusion of photographic image and illustration. The content will primarily be delivered by blended. There is also an opportunity for users to contribute to blended via a submission page.

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poems The poems feature is designed for an option to fuse text and image.

Poetic language creates image connotations in your mind and this realm of the blended app it’s a great way to manifest this concept.

The example I have created relates back to the themes I have explored previously- collaborating the grotesque with the cute etc.

Toying with stereotypical imagery and breaking it apart.

Waking to the sun creeping through the blinds Touching your cheeks Encouraging you to wake from your sleep.

Peering out from the window There's an absence of clouds Light waiting to be found.

You sleep after sunset You wake after’ rise These are sunset pillows Where you spend half your time.

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Sunset pillows Waking to the sun creeping through the blinds Touching your cheeks Encouraging you to wake from your sleep.

Peering out from the window There’s an absence of clouds Light waiting to be found.

You sleep after sunset You wake after’ rise These are sunset pillows Where you spend half your time.

Blended creative favourties References to designers exploring themes of androgyny, identity and gender ambiguity.

Pop culture references including photography, illustration and artices Lighthearted reference content

Walter Van Beirendonck SS15 Kostis Fokas

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To navigate away from the area you are on, click the icon at the top and it will re-direct you to an options menu. e.g. to navigate away from the favourites menu, click the icon on the top and you will see this menu (on the left) appear.

Alternatively, just press the back button on your phone.