Old Navy live project - Denim Story by Sophie Tilney

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The Story Martin, Jenny, Olivia and Bella are off on their first family road trip! They all bundle into their car with their excited dog Milo and hit the road. Olivia and Bella are inseparable and this is their last trip together before Olivia goes to college in another state. Lets make this the best road trip ever!


Old Navy Research


OLD NAVY BEST LOOKS


DENIM OBSERVATIONAL SKETCHES FROM OLD NAVY PRODUCTS


KEY TRENDS FOR DENIM

SWEET SLOGANS ARTFUL PATCHWORK

NEO PATCHWORK

EMBROIDERRY

STATEMENT SIDE SEAMS

FRAYED EDGES


KEY TRENDS FOR WOMEN

VINTAGE STYLE GRAPHIC TSHIRTS

PATCHED MINI

APRON DRESS OVERSIZED SHIRTS


KEY TRENDS FOR GIRLS

RUFFLE YOKES

GIANT TYPE

TRAPEZE DRESS

CULOTTE SHORTS

PINAFORE PLAYSUIT

PEASANT BLOUSE


Concept Board

Family Fun

Wanderlust


OLIVIA AGE 18

“I can’t wait to spend the whole summer on a roadtrip across the pacific coast with my family. After summer i’ll be moving to another state to study Art i’ll miss my sister Olivia and my family so much! My sigature item of clothing is my denim jacket. I love to customise my denim to reflect my personality and style”.


BELLA AGE 8

“I can’t wait to go on a road trip with my best friend Olivia! I’m sad i can’t go with my sister to university but i’m looking forward to playing alot of games with her. My favourite animal is a a Butterfly because they are small and colourful. I love exploring and playing with Olivia and Milo”.


WOMENS COLOUR BOARD


GIRLS COLOUR BOARD


Fabric Board

Cotton Jersey blend for printed tee shirts and sweatshirts. Cotton fabric for girls dresses and jumpsuits.

Denim and Knit fabrics A variety of blue denim washes from light, medium and indigo. Mustard yellow shade for knitted garments.


Prints


Womens graphics inspiration


Womens slogan graphics


WOMENS TSHIRT DEVELOPMENTS


GRAPHIC SWEATSHIRTS DEVELOPMENTS


GIRLS GRAPHICS INSPIRATION


GIRLS GRAPHICS DEVELOPMENTS


GIRLS T SHIRT DEVELOPMENTS


Embroiderry Inspiration Nature along the pacific coast highway Cactuses

Embroiderry styles

Californian poppies


EMBROIDERRY GRAPHICS


EMBROIDERRY DEVELOPMENTS



DENIM JACKET DEVELOPMENTS



DENIM SKIRT DEVELOPMENTS


WOMEN AND GIRLS DENIM DRESS DEVELOPMENTS


WOMENS SHORTS DEVELOPMENTS


Shorts developments continued


Girls jeans developments


Womens jeans developments


Girls ruffle yoke dress developments


Girls printed dresses developments


Womens denim shirts developments


STOP 1 Golden Gate Bridge Look 1

- Cropped graphic tee - Patchwork denim shorts


Exploring Golden Gate Bridge Look 1

- Embroidered frill peasant top -Light wash denim culotte shorts


Stop 2 Mcway Falls Look 2

- Cropped graphic sweat with drawstring hem - Ripped denim mini skirt


Making sandcastles at Mcway Falls Look 2

- Denim frill mini dress with adjustable straps and a concealed zip on the side seam.


Stop 3 Point Dume

Look 3

- Cropped denim jacket with embroiderred graphic on the back and screen printed text - Halter neck denim dress with drawstring wasist and frayed hem


Picnic on the Beach at Point Dume Look 3

- Ruffle yoke printed dress with concealed zip on the back


Stop 4 Santa Cruz Look 4

- Oversized denim shirt with printed pocket and screen printed back - Drawstring running shorts


Rollercoaster rides at Santa Cruz Look 4

- Slogan baseball tee - Pinafore romper


Stop 5 Malibu Pier

Look 5

- Slogan baseball tee - Oversized knitted cardigan - Light wash jeans with contrast side panel


Collecting shells at Malibu Pier Look 5

- Graphic tank top - Light wash boyfriend jeans with contrast stitching and patchwork on the front and back


Stop 6 Monarch Butterfly Grove

Look 6

- Bell sleeve printed crop top - Denim dungaree dress


Butterfly spotting at Monarch Butterfly Grove Look 6

- Light wash denim jacket with frayed hem. Embroiderred flowers on front. Trapeze dress with printed edge and bow tie back.


Look 6 illustrated with and without jacket


WOMENS LINEUP


GIRLS LINEUP


Womens Range Plan


Girls Range Plan


PROPOSAL Collectable iron on patches inspired by the sights along the pacific coast highway. Customisation is a huge trend for denim in SS17 because consumers are becoming more expressive in what style of clothing they wear. Patches will be available from several Old Navy stores across the cost. Patches can be redeemed when a Old Navy denim item is brought to a store and can be ironed on in store the rationale for this is that it would get more customers into stores and increase the chance of purchase.

Collect Customise Connect


Are YOU ready for a ROAD TRIP this Summer? Collect Old Navy patches whilst exploring the pacific coast! Bella “ I feel closer to my sister every time i look at our matching patches from Old Navy�

travel connect family


References For secondary images i looked at the following websites: - Pinterest.com - WGSN.com - Googleimages.com


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