F R E E
GEORGIA ROBERTS BA (HONS) FASHION CONCEPTS AND COMMUNICATION FASHION PRACTICE AND NEW TECHNOLOGY
REFLECTION ISSUE ONE
“Fashion is architecture: it is a matter of proportions� For the first issue of Order I wanted to display the different forms of architecture and simplicity of fashion through photography, articles, illustrations and branding. I wanted to visualise how well architecture corresponds to fashion. Issue one is just the beginning for Order so I hope you enjoy reading it as much as I enjoyed creating it...
CONTENTS 4 PERPENDICULAR Hand Rendered and Digital Illustration | GEORGIA ROBERTS 5 BRAND CONCEPT Description 6 FUNCTIONAL COLUMNS Moodboard | GEORGIA ROBERTS 7 NILORN Case Study | GEORGIA ROBERTS 9 AD Magazine Advert Page 10 ACNE X BUILDING Photography and Illustration | GEORGIA ROBERTS 12-13 ORDER CLOTHING Technical Flat Drawings | Georgia Roberts 14-17 BRANDING PACKAGE Swing Tag, Shop Bag and Shop Front
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CONCEPT Given all freedom and creative input, I have independently created a brand called ‘Order’ which is a minimalistic, architecture inspired brand which embraces strong lines and dynamics of modern aesthetics with colour. Researching into brands such as Whistles, I found that they use a few select colours which are involved in their garments seasonally. This idea of using minimal colours became the main basis for my brand. Combined with my photography of architecture in Leeds, the main colours for Order are white, blue and pink. The blue comes from the glass building which features on the cover of this magazine, and the pink contrasts well adding an extra feminine dynamic to the brand. Order’s USP is minimalistic but well constructed garments, with a higher mid-price bracket similar to that of its competitors, Whistles, Reiss, Cos and French Connection. The target market is loyal to a select few brands as they have good brand knowledge. She is the 25-40 year old female with a reasonable amount of disposable income. Order have their own few independent stores in popular areas of the country such as London’s Dover Street, Leeds Victoria Quarter and St James’ Centre Edinburgh.
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NILORN
are fashion branding specialists, who help brand owners and garment manufacturers in developing their brand
packages. They can “add value to brands via custom woven labels, personalised clothing labels, printed tickets, packaging, accessories, trims and fashion branding.” Nilorn’s biggest clients include John Lewis, Lyle & Scott, Warehouse and Lee Cooper. With their team of in house designers, they are able to quickly and efficiently work with customers to deliver products that are to specific briefs and on budgets. Nilorn have also created a biannual ‘Branding & Design’ magazine containing a mix of articles, interesting on-trend interviews and a close look at current fashion.
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PH: GEORGIA ROBERTS ORDER © 2015
SHOP ORDER.COM
ORDER 43 DOVER STREET LONDON UK
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Across page: Photography of architecure in Leeds City Centre combined with digital illustration
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Left page: Technical flat drawing of a blouse Right page: Technical flat drawing of trousers
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Left page: Order clothing swing tag Right page: Order clothing shopping bag
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Across page: Order store front
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O R D E R
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