Portfolio
federica antognelli //fashion design
// slightly shift your point of view There is a delicate balance between ‘unique’ and ‘too different’. A desirable idea is one that allows a slight deviation from our perception of ‘normal’; while at the same time maintain a sense of familiarity and comfort. Nendo
// Lighthearted soul
Microsoft Office
2017 2018
// Individual Courses in Fashion Design at Politecnico di Milano Attendend during the second half of the AY, the courses were focused on the realization of a capsule collection // inspirational research, drawing, final garment
2014 2017
// Bachelor Degree in Scienze della Moda e del Costume at La Sapienza in Rome Theoretical fashion studies background // thesis in Fashion Illustration
2009 2014
// High School Degree in Classical Studies at Liceo Classico Orazio in Rome
Branding Design Thinking Researching
Written and Spoken Communication Leadership Teamwork Problem Solving
languages.
Public Speaking
Italian native English fluent (C1)
social media.
Photoshop/Lightroom/XD
sep 2017 feb 2018
// Sales Assistant for Calvin Klein Jeans Store in Porta di Roma, Rome I was responsible of sales and customer service, stock organisation, opening and closing time procedures. I was able to hone communicative skills and develop organizational and managerial expertise; focus on basic understanding of retail KPIs
Fashion Art Nerd stuff Live music Cooking
Instagram __fedeanto Linkedin Federica Antognelli
Graphic Design
oct 2019
// Workshop with Bordel Studio x Coccinelle in Milan Research on brand identity and strategy and developement of a new visual narrative for Coccinelle // shooting of a campaign for 3 products
jan 2019
// Exhibitor at PITTI IMMAGINE UOMO 95 in Florence Nautical gear + urban capsule collection by Issa! x Slam Ž // Politecnico di Milano lab course during Design for the Fashion System’s first half of the AY
nov 2016 apr 2017
// Advanced Training Course in Fashion Illustration at Accademia Koefia in Rome Freehand drawing of fashion figurines, in-depth analysis of techniques for the rendering of different materials, realization of illustrated capsule collections
soft skills.
Roma Via della Bufalotta 875, 00138 Milano Via Enrico Cosenz 54/11, 20158
Illustrator/Indesign
Travelling
interests.
address.
// Master Degree in Design for the Fashion System at Politecnico di Milano Currently attending the second AY of the course
education.
Phone 388 1852045 E mail federica.antognelli95@gmail.com
2018 2020
experience.
contacts.
honors.
Rome born on June 15th, 1995 Milan based
design skills.
resume.
01.
Issa!
02.
Mars Airlines This portfolio is a selection of the most relevant works realized during the two-year master’s degree in Design for the Fashion System at Politecnico di Milano. The polytechnic approach consists of the elaboration of group projects in which team working and organizational skills act as the main discriminating factors, and together with the hybridization of experiences and skills allow for the realization of comprehensive works that are consistent with the demands of the contemporary market. Having honed my skills, combined with a personal inclination, led me to focus on fashion system’s issues less strictly related to design or tailoring, but rather regarding branding, graphics, communication strategies and market positioning.
03. Huenique 04.
Coccinelle
05.INLE
06.
Game of Coats H&M Re-Designed
07.
08.
Your Own Time
index.
01.
Issa!
Interactive Fashion Studio in collaboration with Slam®
AY
18 19
//Brief The course was held in collaboration with Slam®, a Genoese brand leader in sportswear, and included two steps: the first focused on the creation of garments for water sports (foiling and ocean races) and focused on the technical and performance aspects; the second involved the design of a sportswear capsule collection in line with the company’s target. //My Contribution Branding, fashion design, material research, fabric selection, sketching, pattern making and sewing Group work (7 people)
18 19
//Development_1st step With the first step we first launched the brand Issa, taking care to follow all aspects from the design to the graphics, to the online presence up to the consistency of the contents produced. Our mission, Clothing for the new generation of sailors and urban explorers, was the guideline for the design of the two technical collections, Celer and Artifex, for which we studied the requests of the target, mainly related to the need for non-invasive but adequately performing protection.
Join the wave
Exhibited at PITTI UOMO 95, held in Florence in January 2019.
Issa! Interactive Fashion Studio Politecnico di Milano_ step 01
Celer //Foiling
Artifex //Ocean Races
Issa! Interactive Fashion Studio Politecnico di Milano_ step 01
AY
AY //Development_2nd step The second step involved a direct translation of the urban language for the creation of a casual wear collection. We drew inspiration from the world of graffiti to create a collection of 3 outfits with accessories, enriched by the use of e-textile with color changing technology, to enhance the dynamic and creative attitude of the target..
Issa! Interactive Fashion Studio Politecnico di Milano_ step 02
18 19
Issa! Interactive Fashion Studio Politecnico di Milano_ step 02
02.
MarsAirlines Laboratorio di Progetto Moda
AY
17 18
//Brief The request was to design a capsule collection for a job of the future (2050), for which we had to study an hypothetical context of use, the needs of the user, and the best materials in terms of innovation and functionality. One of the garments designed must then be sewed and a shooting, consistent with the chosen theme, must be realized. //My contribution Concept development, fashion design, pattern making, prototyping, 6 people group project
Mars Airlines Laboratorio di Progetto Moda Politecnico di Milano
AY //Development The 10 outfit capsule collection has been designed visualizing the hypothetical merger of the jobs of the air hostess and the astronaut: a whole new professional figure which will be in charge of letting the tourist of the future explore the Red Planet. The garments were designed incorporating the aesthetic and versatility of the two roles, combining the beauty and competence of the air hostess
with the adaptability and endurance of an astronaut and taking advantage of materials which have been curated to cater to the aesthetic and functional requirements. The design is thus linked to the futuristic shapes of the spacesuit and provides the garment with every comfort needed, without leaving out a vintage taste which recalls the Sixites, in a perfect mix between technology and bon ton.
17 18
Shoot at_ Aeroporto di Milano Linate, May 2018 Model_ Bonita Alexander Mars Airlines Laboratorio di Progetto Moda Politecnico di Milano
03.
Huenique Digital Branding in collaboration with Young Digitals
//Brief Take care of every aspect of the branding strategy for the launch of a new product/service/ brand, such as naming, logo, style characters, competitors, online presence, communication strategy. //My Contribution concept development, research, branding, communication strategy
AY
19 20
5 people group project
//Development As a result of PEST research on the currently detectable trends, we decided to launch a new brand to meet the demands of a slice of the market whose needs have not yet been fully satisfied: thus Huenique was born, a brand of inclusive underwear both in terms of variety of sizing and availability of hues,
19 20
so as to satisfy customers of any size and complexion. The strategy developed follows the launch process of the brand with relative timing for both the instore and online phases, identifies the influencers and takes care of the stylistic language in every detail.
inclusivity
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
noun [ U ] UK /ˌɪn.kluːˈsɪv.ɪ.ti/ US /-ə.t̬i/ the quality of trying to include many different types of people and treat them all fairly and equally
>> in the fashion system The fashion industry is moving its first steps toward wider and more diverse options in terms of choice of models and acceptance of body types, but just a few brands are actually addressing customers with such special needs
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
AY
step c.
competitors research
naming and logo design
2 17
3
14
2
BRAND
NUDE SHADES
COUNTRY
Adore me
3
USA
Aerie
12
USA
Andres Sarda
2
SPAIN
Ann Summers
1
UK
Anna Sui lingerie
3
KOREA
Baci lingerie
1
USA
Bali
3
USA
#FFF3D7
#FDE9D5
#E8B183
#914B30
#684D39
#301F14
Tisa Sans Pro Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Avenir Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
step b.
step d.
buyer personas
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
influencers and online launch
Name: Leah Jones
Name: Wang Liu
Name: Courtney Williams
Age: 30 Nationality: England, London Profession: Vet
Age: 22 Nationality: China, Shanghai Profession: Design Student
Age: 28 Nationality: America, New York Profession: Musician
BRA
UNDIES
LINGERIE
TIGHTS
35,00€ - 60,00€
20,00€ - 40,00€
35,00€ - 95,00€
20,00€ - 25,00€
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
step a.
vv
communication strategy
01.
06.
03.
guerrilla marketing campaign placed in strategic points through the city where the launch events will take place
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
step e.
traditional channel advertising strategy: press
05.
instore experience: customized size and shade session with a consultant
Huenique Digital Branding_ Design for the Fashion System Politecnico di Milano
instagram launch: sorting out influcers which appearence and reputation is in line with the brand’s principle, to advertise first the brand and then the products. here are shown, among the people selected, the drag queen Aquaria, the models Duckie Thot and Diandra Forrest and the singer Lizzo
04.
digital advertising strategy: website and online adv, both pc and mobile version
02.
traditional channel advertising strategy: billboards are placed around the city
07.
retargeting and next purchase strategy: subscription to the newsletter
04.
Coccinelle Building Visual Brand ID & Styling in collaboration with Bordel Studio and Coccinelle
AY
19 20
//Brief Collaboration with the Italian brand of leatherwear Coccinelle: we had to to analyze and review their approach to content in order to create a new visual directive which shares a unique visual tone. This revision had to be materialized in a key visual photoshoot for an assigned product capsule from the FW19-20 Collection. //My Contribution Concept development, moodboards, written text, shooting planning, graphic design 4 people group project
AY
19 20
//Development After analyzing Coccinelle’s stylistic codes, their strengths and weakness, we studied a way to improve their visual directive through the main narrative themes of spontaneity, subtle human presence, placement in a urban context, and relying on some visual topics such as the focus on the product, natural lighting and a blending background. The result of the shooting has been post produced and enriched with a frame reporting information about the shooting, enabling the consumer to get a unique access behind the scenes: this unifying language, adaptable to any product, could be adopted by the brand as a new stylistic code for any further campaign.
AMBRINE MATERIAL | TUMBLED LEATHER COLOR | BLOSSOM HARDWARE | GOLDEN CODE | E1EM0120101P25
Coccinelle Building Visual Brand ID & Styling_Design for the Fashion System Politecnico di Milano
AMBRINE FELT MATERIAL | FELT, TUMBLED LEATHER COLOR | GLASS HARDWARE | GOLDEN CODE | E1EM3120101Y05
AMBRINE CROSS SUEDE MATERIAL | SUEDE, TUMBLED LEATHER COLOR | CARAMEL HARDWARE | SILVER, PLEXIGLASS CODE | E1EJ6150101W03
Coccinelle Building Visual Brand ID & Styling_Design for the Fashion System Politecnico di Milano
05.
INLE
Re-Crafting Fashion Workshop with Sass Brown
AY
19 20
//Brief The overarching theme of the module is sustaining global craftsmanship through respectful and considered partnerships: each team work will build a fashion brand that has at heart the preservation of a traditional manufacturing activity at risk of disappearing, with no restriction in type or geographic location, and has to develop a fashion collection integrating the craft, preserving it, and most of it all understanding the challenges and ethics of working with material culture and traditional craftsmanship. Â //My Contribution Concept development, research, fashion journal layout and text. 7 people group project
INLE Re-Crafting Fashion_ Design for the Fashion System Politecnico di Milano
AY
INLE Re-Crafting Fashion_ Design for the Fashion System Politecnico di Milano
//Development Our traditional craft of choice is the weaving of the lotus flower yarn, which takes place in Myanmar on the shores of Lake Inle. We decided to developed our business in two directions, both geographical and logistical: the Milanese headquarters are responsible for the creative direction and marketing of the capsule collection, which must meet the needs of the fashion industry and of its upcoming trends. The harvesting, spinning and weaving of the lotus flower takes place in Myanmar, as well
as the safeguard act which is the heart of the project. We want to raise awareness about these craftsmanship activities which risk disappearing if not adequately supported by the means that an industry such as fashion can provide, going to help both the territory and the local population. On its part, the fashionable side of the project will benefit of a unique raw material with incomparable properties and a high quality standard, which will make the final product an appealing piece.
19 20
INLE
Silhouette
Concept Board
Moodboard
Showroom INLE Re-Crafting Fashion_ Design for the Fashion System Politecnico di Milano
IN
LE
Shooting Visual Identity
မင်ဂလာပါ
INLE Re-Crafting Fashion_ Design for the Fashion System Politecnico di Milano
အားနာမှု ဘုန်
06.
Game of Coats Technologies for the Fashion Product
AY
18 19
//Brief Realization of a small line of clothes with particular attention to the design process and the relative costs, identifying target and competitors, selecting the best materials according to their end use, defining prices for retail and wholesale and preparing a timing for the realization of the collection. //What I learned Technical sheet, pricing, material selection, timing, productive process unfolding Individual project
Minimal
Affordable
18 19
A Game of COATS
A Game of COATS
Expensive
//Development The concept I developed is inspired by the popularity of the TV series Game of Thrones, from which it takes its cue in terms of settings and colors to develop a 5 pieces collection of which I oversaw the selection of medium-high level materials, which hypothetically put it in theblo market as a direct competitor of brands such as Max Mara or Miu Miu.
AY
Fashion Driven
/General profile /Mid twenties /Coming from a wealthy family /High income per year /Based in Uk/Northern Europe /Business woman working in the creative field /Proactive social media user /High-end fashion enthusiast /Confident / Succesful / Self Belief
/Ideal customer 29 years old Russian blogger Maria Astor
Game of Coats Technologies for the Fashion Product Politecnico di Milano
Game of Coats Technologies for the Fashion Product Politecnico di Milano
07.
H&M Re-Designed Business Innovation
//Brief A business innovation proposal for a brand in a given market section (in our case Low Cost Fashion, for the brand H&M), following the steps of a Meaning Factory. //My Contribution concept development, research, graphic design 5 people group project
AY
19 20
locker
package desk & display
//Development After following the given steps, we completed our Business Plan with an overview of a possible communication strategy for the Innovation proposal, called H&M ReDesigned, a service that collects old clothes and re-inserts them in the circular economy by repurposing them into the realization of exclusive, limited edition capsule collections designed in collaboration with fashion schools.
YOUR STORY YOUR STORY YOUR STORY YOUR STORY YOUR STORY YOUR STORY
H&M Re-Designed Business Innovation Politecnico di Milano
details
special labels
SHARING SHARING SHARING sharing
re-design
4.
H&M Re-Designed Business Innovation Politecnico di Milano
08.
Your Own Trip Retail and Merchandising Design in collaboration with Dodo
AY
19 20
//Brief The course explores the commercial and creative aspects of fashionoriented and high-end retail design, aiming at conceiving an integrated merchandising strategy for a given brand, basing the activities upon concrete examples and a wide range of existing best practices that will also be theoretically analyzed. Our client was Dodo, an Italian brand of high end, juvenile ironic jewelry, with an international attitude. //Step 01 Concept Store //Step 02 Pop Up Store //Step 03 Event Plan
narrated alongside modern technologies and in the context of the city and at the same time a inner trip into your own present time to rediscover deep connection with Dodo’s values and meanings. The concept store is located in via Maroncelli, an airy showroom in Garibaldi area in Milan. The space features some different areas, each for a customized shopping experience, according to the degree of freedom that the customer is willing to have. The
Your own trip is a new vision of the brand DoDo, the attempt to create a deeper narration based on the stories told by the talking charms - the beating heart of the Brand personality.
TRIP
"the playful, poetic soul of italian jewelry" @dodojewels
Your Own Trip Retail and Merchandising Design Politecnico di Milano
NATURE
TERRARIUM
GREENHOUSE
concept store
main furnishing elements that define the concept declination are olive wood, cement, glass see-through surfaces, and the use of real flower and plants. On the back of the store, accessible through a decorative waterfall, there’s a little cafe where the customer can enjoy some free time will continuing to experience the concept of the journey thanks to a selection of travel magazines.
LISTEL
//Development Our aim with this project was to create a new and deeper narration without leaving out the brand’s stylistic codes and main features, the one that makes it recognizable. As Dodo defines itself the playful, poetic soul of Italian jewelry, we took this as a perfec sum up of its major features, such as being a brand with a strong identity and a unique approach to storytelling. Our store is a trip in a parallel world that recalls Dodo’s origins
moodboard
Your Own Trip Retail and Merchandising Design Politecnico di Milano
//First Step For the first step we had to conceive a concept store located in Milan’s fashion district: it was crucial to define the most suitable interior concept in terms of functional layout, brand coherence, retail experience, relationship with the city and also to furnish the store with the best shelving and display options in terms of ergonomy and flexibility.
AY 18 19
BROMELIAD /LUCK
floor plan/ store and cafè GINGER /LOVE
FRANGIPANI /FRIENDSHIP
breathe
BIRD OF PARADISE /FREEDOM
feel your instinct
the four fl flowers CEMENT / MICROTOPPING®
WOOD / OLIVE WOOD
PVC / SENSO®
GLASS / DURAN®
entrance
glass windows where / floor
Your Own Trip Retail and Merchandising Design Politecnico di Milano
where / all custom-made furniture
where / flooring face-to-face area
where / displays terrariums
main materials
stay updated take your time
Your Own Trip Retail and Merchandising Design Politecnico di Milano
concept declination
detail of each area/ render, furnishing, tech sheet for custom pieces
Your Own Trip Retail and Merchandising Design Politecnico di Milano
store organization
furniture
custom-made design
material / Olive Wood Velvet armchair Safir ZAGO
€ 184,00
D’
D
SEC. A-A’ C’
B
B’
A
Velvet sofa Safir
A’
ZAGO
sections
D
D’
D
MÜLLER / MORE
C’
B
€ 380,00
B’
B
B
A
B
A’
A 302
302
302
SEC. A-A’
SEC. B-B’
SEC. B-B’
373
B’
A’
A’ 302
SEC. B-B’
B’
B’
A
A
C’
C’
SEC. B-B’
373
SEC. A-A’ C
C
SEC. A-A’
D’
D’
C’
SCALE SECTIONS SCALE SECTIONS 1:50 1:50
373
D
373
C
SCALE SECTIONS 1:50
D’
SEC. A-A’ D
C
Your Own Trip Retail and Merchandising Design Politecnico di Milano
SEC. C-C’
302
SCALE SECTIONS 1:50
€ 409,00
Drip Side Table Brass
373
C
A’ SEC. C-C’
SEC. C-C’
SEC. C-C’
SEC. C-C’
SEC. D-D’
SEC. D-D’
SEC. D-D’
SEC. D-D’
relax area
bench area
dream of your possibilities.
GATTI, PAOLINI, TEODORO / ZANOTTA / 1968
Sacco € 210,00
WESTWING
A comfortable environment in less than 30 square meters, with everything you need for taking your time: four types of areas for relaxation, reading and consumption; the terrarium counter where one can have a quick coffee and where the staff prepares everything with top quality fresh ingredients; its walls are packed with travel magazines and guides available for both looking-up and purchase.
cafeè
Coffee Table Lawas large € 369,00
MORRISON / FLOS / 1998
Glo-Ball Basic 2
reading area
€ 184,00
IKEA
Ådum large
cafe counter
€ 79,95
barstool area Bell’Italia Marco Polo Islands Wanderlust Luxury travel
Your Own Trip Retail and Merchandising Design Politecnico di Milano
the right break with the right magazines.
Your Own Trip Retail and Merchandising Design Politecnico di Milano
café organization
EARTH
ORIGINS DREAMY
DISCOVER
pop up store
SYMBOLIC
18 19
AIR
the symbol that best suits your personality based on your sign of the Zodiac. The aesthetics of the project winks at astronomy as the external structure, made of aluminium and technostructures, has the shape of Saturn. The organization of the interior space, articulated on a circular plan, is characterized by themed furniture and the possibility of receiving a personalized Cosmogram, an attractive souvenir of the experience.
FIRE
person could possess. Not only that, the theme also lends itself to opening the new year to the fullest, telling what the stars reserve for 2020. In terms of concept development, following the theme of the trip, it offers the cue to take a trip back inside oneself: as a result, the environment, immersed in a charming twilight, becomes a walk among the stars to discover one’s roots, thanks to the possibility of receiving your own personalized birth chart, or to be able to choose the charm with
WATER
//Development Our capsule of choice from Dodo’s is the Zodiac, chosen because the design of the pendants perfectly blends the characteristic of talking charm with the ironic style of the brand: the final result is an allegorical representation, characterized by a strong symbolism, of each of the 12 zodiac signs of the western horoscope. The Christmas period was chosen for this relaunch to propose the zodiacal symbol as an ideal gift for the end of 2019, perhaps the most intrinsically personal of the charms that a
ELEGANCE
//Second Step For the second step we had to envision a communication strategy by building a temporary solution to be located in Piazza San Babila, Milan aimed at promoting a collection of choice. Main details to take care of involved visibility, positioning, appealing look and shopping experience provided, without leaving out of course an adequate launch strategy. The plan had to stick to a given budget, to ensure the feasibility of the project.
product board
architecture board MILAN
ALLUMINIUM
TERRARIUM
ZODIAC
SATURN
PLANETARIUM
Your Own Trip Retail and Merchandising Design Politecnico di Milano
Your Own Trip Retail and Merchandising Design Politecnico di Milano
AY
aries / leo / sagittarius
gemini / libra / aquarius
FRIENDSHIP / EARTH
cancer / scorpio / pisces
LOVE / FIRE
FREEDOM / AIR
taurus / virgo / capricorn
floor plan/ pop up store LUCK / WATER
the four elements western astrology presents different classification types of the twelve zodiac signs, first of all through the four natural elements. Each natural element is linked in this project to one of the Dodo’s values: friendship, luck, love, freedom. Your Own Trip Retail and Merchandising Design Politecnico di Milano
booth zodiac belt sky projector birth chart experience four elements displays
Your Own Trip Retail and Merchandising Design Politecnico di Milano
concept declination
detail of each area
Writings / Forex
PRODUCTION: 3A COMPOSITES RETROILLUMINATE WITH LED shape custom-made
module structure
Display / Glass MATERIAL PRODUCTION: SCHOTT shape custom-made
A
A
64
64
R29
60
R29
Lights / Led
60
SEC. A-A’
A’
SEC. A-A’
A’
your Cosmogram
Your Own Trip Retail and Merchandising Design Politecnico di Milano
zodiac belt
Your Own Trip Retail and Merchandising Design Politecnico di Milano
internal appearance
//Third Step The third and last step had us producing a seasonal advertising campaign by planning an event that takes place on a time period of choice, either inside the store or in another location. We had to take care of the event design (setting up, suppliers, guests…), of the communication campaign, of the feedback and the expected turnover for the brand.
//Development Again for the suitability of the Christmas period, we decided to plan our event to take place inside our Pop Up at the end of December. The event, planned it all of its aspects, aims at boosting the brand’s perception and awareness and is again linked to the Zodiac collection: according to the coexistence of tradition and innovation in Dodo’s personality, the Zodiac concept, seen as the analysis of stars, has been segmented into a scientific view and a folk one.
The first one has been exploited in the pop up, so this time the focus will be on folklore, good luck and gambling. Saturn will transform itself in a Dodo branded Casino for a night out with guests, music, games and charity support. The launch will be anticipated by a guerrilla communication strategy studied in its different phases, from the appearance to the actual unfolding.
18 19
Structure of the event
WHAT
Target / 20-30
When / Christmas period 16 Dec/ Inauguration of the Pop Up Store In this period the sales increase and the zodiac is more considered.
Guerrilla strategy
Where / San Babila (more influx of people) Usually: 8598 footfall/hours (103176 footfall/ day(12h)) Christmas period: +7,9 -> 9277 footfall/hours (111327 footfall/ day(12h))
Why / Pop up inauguration. Relaunch of Zodiac collection
HOW Tools / Party with cocktails and public involvement with a contest
Softly White Air/ Freedom Dreamy Deep Blue Earth/ Friendship
Strategy event context / arrival of the new year
Smoothy Yellow Fire/ Love Solid Grey Water/ Luck
WHO
event plan
Invitations / Save the date like the billboards (email) and advent calendar as invite. Invitation to participate Guests / Special guest Jovanotti, influencer, journalists
16th
24
Event dynamics / Guerrilla marketing.
Involvement of the public / Guests are actively involved in gambling activities
st
Jovanotti / 1,4m follower on Instagram, all ranges of age Attached to the symbolism. Attentive in social.
Your Own Trip Retail and Merchandising Design Politecnico di Milano
Your Own Trip Retail and Merchandising Design Politecnico di Milano
AY
Milan, 2020.