digiLove x missguided By Elle Stancill
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WARNING This document contains an overview of the digiLove collection created for Missguided. Including an introduction to the brand, the trend direction of the collection and the colour palette. A catwalk analysis will provide the key shapes for the range, alongside street style inspiration. Key materials and textures will be highlighted followed by the final ramge.
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CONTENTS CONTENTS CONTENTS
About: Missguided
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The Trend
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Colour Palette
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Catwalk Analysis
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Street Style Evidence
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Materials and Textures
26-27
Final Range
28-35
References
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ABOUT: MISSGUIDED Fig.3
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Missguided are a Manchester based, online fast fashion brand. The company was started by Nittin Passi in 2009, who is the current CEO. They ship worldwide with dediacted websites for the UK, Republic of Ireland, USA/Canada, Europe, Australia, Spain, Germany and Poland. By adding up to 1000 new styles each week, the brand operates at an extremely fast pace.(Missguided, 2018) Missguided rely heavily on social media, using fun and informal interactions to build brand personality. The brand release regular collaborative collections, often with powerful influencers within the fashion industry, widening their quickly growing consumer base further. The brand have begun to expand to bricks and mortar stores which began by opening a concession in Selfidges at the Trafford Centre (Manchester) in June 2015. They now have concessions within Selfridges Exchange Square (Manchester) and Selfridges Bullring (Birmingham). This then progressed to opening the first standalone stores in Westfield (London) and Bluewater (Kent). As a brand, Missguided are keen advocates for body positivity and focus on empowering their consumers. 7
THE TREND:
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DARK WONDER 8
Dark Wonder explores the fasciation with technology and designed experiences in 2019. As consumers are using artifical intelligence to enhance their lifestyles, the darker side of such technologies will be investigated, with feelings of fascination and fear taking precedence. Augmented realities alter perceptions, yet grant moments of delight and encourage lighthearted interactions. Technology now has the power to change physical identity, as some will welcome developments such as Snapchat filters, others will shy away and hide from facial recognition technologies. The consumer however, is searching to be stimulated, continuing to be drawn in by experiential products and spaces. Digital-only processes begin to spearhead a movement for designs to be created and personalised virtually, disregarding traditional methods of production. (WGSN. 2016) 9
Dusty Pink
Shocking Red
Nuclear Yellow
Magnetic Cobalt
Mystic Violet
Lilac Opal
The ever growing overlap between the physical and virtual world is explored, creating a dramatic colour palette for Autumn/Winter 18/19. Magnetic Cobalt, Mystic Violet and Lilac Opal form the dark, moody core; juxtaposed with searing contrasts of Nuclear Yellow.(WGSN,2016) Dusty Pink and Shocking Red are brought in to represent Missguided’s renowned branding. Touches of red throughout the range and packaging works cohesively as an accent alongside Nuclear Yellow. Whereas, Dusty Pink adds furhter lightness alongside Lilac Opal, creating a balanced base to offset the darker tones. 10
COLOUR COLOUR COLOUR
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CATWALK ANALYSIS 13
Afterhomework A/W 18
Alexander McQueen A/W 18
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PUFF IT UP
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Moon Young Hee A/W 18
Key shapes include: - Puffa styles - exaggerated collars - cropped styles - boxy and oversized shapes
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Puffa styles prominently feature on catwalks such as Afterhomework and Alexander McQueen. Shown through cropped styles with oversized and exaggeragred collars, puffa is key for Autumn Winter. Moon Young Hee offered similar styles with cropped and oversized jackets, styled effortlessly over one shoulder. These boxy, masculine shapes are juxtaposed with more feminine and free flowing styles in skirts and trousers.
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Celine A/W 18
Key shapes include: - Trench coats - Layering - Oversized shapes - Draping Longline, oversized trench and cocoon coats feature within Celine’s A/W 18 range. Trench shapes create the perfect balance between masculine and feminie, acting as a stong foundation when it comes to styling. Layered styles have featured within Kristina Fidelskaya’s A/W range, providing an effortless aesthetic with elements of refinement with accessories.
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Celine A/W 18
Kristina Fidelskaya A/W 18
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LAYER IT ON ME
Sacai A/W 18
Sacai A/W 18
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HIGH CONTRAST 18
Junko Shimada A/W 18
Key shapes include: - Contrasting fabrics - Clashing prints - Colour pop brights
As seen on catwalks such as Sacai and Junko Shimada, conrast is key. Mixing unexpected combinations of fabrics alongside chashing prints makes a bold statement. However, the trend can be implemented in sublter forms thorugh accessorizing and basics such as jerseys. Pops of colour such as Nuclear Yellow and Mystic Violet provide further juxtoposition. Fig.15
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STREET STYLE EVIDENCE
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Key shapes and prints earlier identified in the Catwalk Analysis have also been recognized within street styles from London Fashion Week (A/W18). With evidence of clashing prints, puffa styles, contrasting fabrics and oversized outerwear.
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MATERIALS AND TEXTURE Fig.21
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Puffa textures exaggerate silhouettes whilst offering comfort and practicality for Autumn/ Winter. Bringing a streetwear edge to the range. Fig.22
Bold checks elevate fabrics. Bringing striking contrast with a classic print to enhance wearability.
Plastic shines juxtapose typically ‘safe’ styles. Elevating classic shapes such as trench coats to create heavily impactful pieces.
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THE FINAL RANGE Fig.25
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#digiLove
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In-Text: Missguided. (2018). About Missguided. [online] Available at: https://www. missguided.co.uk/about/ [Accessed 7 Mar. 2018]. WGSN, (2016). The Vision A/W 18/19: Dark Wonder. [ebook] Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/content/reports/#/Future+Trends/w/The_ Vision/26209 [Accessed 20 Mar. 2018]. WGSN, (2016). Women’s Colour A/W 18/19: Dark Wonder. [ebook] Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/content/reports/#/Future+Trends/w/ Colour/26222 [Accessed 24 Mar. 2018]. Images: Instagram, (2017). Available at: 24 Mar. 18)
https://www.instagram.com/venusxgg/ (Accessed
Instagram, (2017). Available at: https://www.instagram.com/p/ BVo4gVjBQ9c/?taken-by=elizabethilsley (Accessed 24 Mar. 18) Instagram, (2018) Available at: https://www.instagram.com/p/BgAGuRjn96o/?takenby=congruentspace (Accessed 30 Mar. 18) Le21emme, (2018). Available at: https://le21eme.com/before-eudon-choi-london-9/ (Accessed 20 Mar.18) Le21emme, (2018). Available at: https://le21eme.com/after-faustine-steinmetzlondon-7/ (Accessed 20 Mar.18) Le21emme, (2018). Available at: https://le21eme.com/before-marquesalmeidalondon-38/ (Accessed 20 Mar. 18) Le21emme, (2018). Available at: https://le21eme.com/before-faustine-steinmetzlondon-6/ (Accessed 20 Mar. 18) Le21emme, (2018). Available at: https://le21eme.com/astral-appleby-london/ (Accessed 20 Mar.18) Missguided, (2018). Available at: https://blog.missguided.co.uk/blogger/ lookbook-nat-winter/ (Accessed 13 Apr. 18) WGSN, (2016). The Vision A/W 18/19: Dark Wonder. [ebook] Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/content/reports/#/Future+Trends/w/The_ Vision/26209 (Accessed 20 Mar. 2018).
REFERENCES
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WGSN, (2016). Women’s Colour A/W 18/19: Dark Wonder. [ebook] Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/content/reports/#/Future+Trends/w/ Colour/26222 (Accessed 24 Mar. 2018). WGSN, (2018). Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/catwalk_ gallery/#gender=2&season=0&city=0&show=46901 (Accessed 1 Apr. 18) WGSN, (2018). Available at: https://www-wgsn-com.ezproxy.bcu.ac.uk/ search/search.php#%7B%22start%22%3A%2048%2C%20%22limit%22%3A%2048%2C%20 %22f_limit%22%3A%205%2C%20%22q%22%3A%20%22puffer%20jacket%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C20963%22%2C%20 %22market%7C49153%22%5D%7D (Accessed 15 Apr. 18) WGSN, (2018). Key Textiles A/W 18/19. [ebook] Available at: https://wwwwgsn-com.ezproxy.bcu.ac.uk/search/search.php#%7B%22start%22%3A%2048%2C%20 %22limit%22%3A%2048%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22puffer%20 jacket%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C20963%22%2C%20 %22market%7C49153%22%5D%7D (Accessed 14 Apr. 2018). All CAD/Flat imagery: created for researcher by Neeraj Kanith (graphic designer, 2018).
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