Fashion Portfolio
Leeds College of Art BA (Hons) Fashion 2010
Left
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Final Major Project
GINA
Research and development
Contents Page Introduction The Brand Initial Inspiration Product Direction Product Development The Collection The Concept The Communication The Experience The Styling The Photography and Illustration The Marketing The VIP night
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Introduction
GINA
Phantasmagoria
AW10
The brand aims to be UNIQUE and quirky. It is about fun for adults, juxtaposing childlike naivety with feminine ELEGANCE and BEAUTY. GINA believes in bridging the gap between art, FASHION and architecture combining all elements to communicate the significance of fashion. The brand is anti- mass production, with limited clothing on display and the rest made to order maintaining a PERSONAL feel. The aim is to build a repertoire with the customers with a web site and facebook page to keep them updated on the development of the brand, and loyalty cards as another incentive to keep shopping. The brand in a word: PHANTASMAGORIA Store bags
Garment labels
Brand Development
Brand Identity
Al
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r Sc Mc u l ti pt qu o u ee st ns, ral yl n in sle sha g ek pe cu s, ts ju an xta d cr posi ea ti ve
Swing tags
Inspiration
Phantasma
tte
Alice Kirkpatrick
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The general public: focusing on design students and the adventurous.
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The Brand
ns io rt po PlP r a ay d a fu l pr o
Gaudi
Organic structural shapes and careful consideration to details beyond the building
goria
Samantha Cole
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Jayne Pierson
Experience
Cle an lin es, wel l d efi ned
silhoue e
Exagger
ve
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Target Markets
GINA
Females with the highest to second highest bracket of income including celebrities and trendsetters.
ated fe minin
New Designers
Retail
McQueen for Givenchy
Competitors
In
Galliano for Dior
Brand name: Gina Collection name: Phantasmagoria AW10 Market level: Designer Product direction: Party wear
AW10
Skew angles
Eerie
Whimsical
Fables and fairy tale fantasy
Originally an Ode to Tim Burton...
Phantasma
ofF beat
Overbearing Gothic architecture
Altered
Light hearted
goria
Scale
haphazard nature
AW10
Initial Inspiration
Now an exploration of all things weird and wonderful
meets Gothic horror
GINA
Dark rich tones - luxury and opulence
Powerful independent elegant...
Silhouette
Vibrant hues to bring in the childlike element
Fabric and Colour Dark gritty mood of Burton films
Exaggerated female silhouette with power curves
Defined accentuated waist
Phantasma
Homage meets Garments lend themselves to stand alone garments or layering
goria
AW10
Product Direction
Urban Mystique
Trend
AW10
GINA
Sharp angles
All in one jumpsuit
Toiling
Avant Garde
Jumpsuit
OdDity
Working drawing
Irregular overbearing shape
Experimenting on the stand
Initial garment shapes
Avant garde garment informs the shape of the store
Contour
Phantasma
Combine designs developed from avant garde jumpsuit
Playsuit on a model
Development of initial garment
Playsuit pattern making
100%
goria
AW10
Product development
Design development - to designer market
GINA
150%
125%
125%
Pattern enlargement
Phantasma
goria The Collection
175%
150%
GINA
AW10
Altered Scale
distorted proportions
Enlarged accessories
Oversized tree structure
Alice in wonderland feel
Phantasma
GINA
European based companies
Stocked brands in the store
Huis Boon
Brands to compliment the collection
Jewellery
goria
Shoes
AW10
The Concept
Bags
Gloves and Milinery
Graphic surroundings
Area consists of a collection of designer boutiques, kids toy stores. Characteristics that collectively make up my
Situated on a street off the main vintage and designer shopping strip
Childlike graffiti
Antwerp, Belgium
Fun and colour
The store embodies the quaint hand crafted atmosphere of the area
Store location
Aalmoezeniersstraat 20, Antwerp, Belgium
Het Zuid
Phantasma
goria
built into a tree
AW10
The Communication
Store constructed around large spiral structure
The store becomes more fantastical the further up you go
Burton illustration
Tree from sleepy hollow
4 floor store - a floor relating to each percentage, with an accessories brand displayed on each
GINA
Static lighting projected on the bottom floor triggered on entrance for an old horror movie effect
Secret doorway
Altered door sizes
Distorted shapes through shadows
Luxurious tones
Exclusivity
Blue lighting on the bottom 3 floors more subtle the further up the store you get
Phantasma
Hand illustration on the first floor wall in flammable paint
Garments suspended on mannequins from tree
laser cut mirrors up the walls and ceiling creating fantastical reflections across the store
goria
AW10
The Experience
Tiny flowers and butterflies projected on the top floor on entrance for a fairytale look
GINA
Oxford heel lace up boots Leather and lace mask
Gadget looking pocket watch
Gloves with short sleeves
Accessories
Phantasma
Hair and Make up
GINA
Loosely bunned hair
Pale face
goria
AW10
The Styling
Wispy and unkept
Doll like cheeks
One defined eye
Handcrafted childlike line quality
Illustration over photography
Phantasma
Mix reality and illusion
Photographer and Model Direction
Vacant expression
goria Odd angular poses
AW10
The Photography and Illustration
Oversized props GINA
Illusion of entering another world
Aimed at the general public
Attract creative students and adventurous types
Ambient Marketing
Burton style handcrafted illustration
Treasure map styled maps in oversized jars strategically placed in the area around the store
Phantasma
Phantasmagoria .com
Flash website design
Navigation bar
Home page
Build a repertoire with the customers and visitors
goria
“Follow us on Facebook�
AW10
The Marketing
Introduction animation based on the entrance to the store
Animating the gallery
All promotion directed to the website
GINA
Invitation scrolled up inside
Loyalty cards - build brand loyalty and an incentive to purchase more
Promoting Retail
Alice in Wonderland style bottle
Aalmoezeniersstraat 20, Antwerp, Belgium
VIP code: bURTON
VIP code allows access to VIP section of the website to preview the collection
Phantasma
100%
The Open night
GINA
Hand crafted illustrations on the wall in flammable
goria
Press packs and lookbooks handed out on the night
includes the press and celebrities
AW10
The VIP Night
The paint will be burned to signify he grand opening of the store
VIP open night the night before the store is open to the public.
GINA
Finished Products
Contents Page Final line Up The Photoshoot The Store Promoting the Experience Promoting Retail
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Phantasma
Final Line Up
GINA
goria
AW10
Phantasma
Photoshoot
GINA
goria
AW10
Aalmoezeniersstraat 20, Antwerp, Belgium
Phantasma
goria The Store
175%
150%
125%
100%
GINA
AW10
Phantasma Ambient Advertising
Guerilla Advertising
Promoting the Experience
GINA
goria AW10
Phantasma Invitation
goria Promoting Retail
100%
Look book
Press Pack
GINA
AW10
GINA
Schoolwear Promotional Package
Schoolwear Promotional Package
George is a well established brand focussing on simple but good quality clothing. Their core market consists of mid twenty to mid forty year olds. George holds a family orientated reputation, having revitalised their brand after conducting surveys on their target good family values. They offer a unique 100 days guarantee on their school wear, with the normal period at 28 days for supermarkets and 35 days for the high street. George have revitalised their clothing brand sold at Asda. They... ...now sell 8% of the UK clothing market in volume. ...have refocused on its core target customer of 25-45 year olds. ...have redesigned their logo for a less formal, quirky approach. ...rejected their initial campaign using a celebrity in favour of using “real people” noting a move against celebrity culture, instead using female workers from the health service.
Instore display of the Womenswear George departement at Leicester’s Asda store. Shows Asda’s new sleek, sophisicated yet quirky approach with attention to layout.
Objective: To create a promotional package for schoolwear aimed at children who will be wearing the clothing and parents who will purchasing it.
Asda’s existing school wear page on their website. (Asda.com)
GINA
Simplified storyboard for advert
Schoolwear Promotional Package
Every year you’re little superhero gets bigger..
and bigger..
and bigger..
The value aspect, and the cuteness of “your little superhero” appeals to the parents whereas the superhero side appeals to the children reaching both parts of the target market. The image of the character at its final stage will be used for display boards in the schoolwear section in Asda and George stores, and in packaging and swing tags for consistentcy. At George we ensure consistently low prices. And we have a unique 100 day guarantee, more than any other supermarket or high street retailer...incase your lucky enough for them to fit that long. That way you get the best of both worlds.
George...keeping it affordable so that you can keep up!
GINA
Schoolwear
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Packaging
Schoolwear
Swing tag
In-store layout
Schoolwear Promotional Package
Schoolwear
Promotional idea The character would be used throughout package. A promotional campaign would be launched with the new look offering a free chalk board and piece of chalk with a purchase from the schoolwear range. A competition would be held for children to create a character for the campaign for the following year’s back to school range, for a more inetractive approach, building ineterst in the product and ensuring customer loyalty for the next year.
GINA
Trend book
GINA
Mood GINA
GINA
Colour
GINA
Fabrics
GINA
Silhouette
True Brit
Design Autumn Winter 2010
GINA
Autumn Winter 2010 GINA
wool knitted jumper
cotton and polyester checked skirt with leather fastening
linen and cotton jumpsuit with leather imitation belt and dutchess satin ties
courdroy long bomber jacket with dutchess satin lining
Autumn Winter 2010 GINA
Autumn Winter 2010 GINA
Point of Sale Project
GINA
Paul Frank store, Amsterdam
Inspired by art, music, architecture and entertainment, from classic furniture designers Eames and Saarinen to abstract sculptor and inventor of the mobile; Alexander Caler, to infamous pop artist Andy Warhol.
The Vision
Alexander Calder
A CONSPIRACY OF FUN “Whether we are sewing custom gifts for friends, silkscreening designs on t-shirts or illustrating our latest loveable character: we are all about one thing – fun. We have been creating smiles all over the globe for ten years through our most recognized character, Julius. Combine all that with our brightly colored, mid-century inspired vision and you’ve got Paul Frank Industries.”
Eames and Saarinen
THEY BELIEVE IN: “Bright, happy colors and inspired surroundings. Humor, pleasant sarcasm and everyday cleverness. A youthful, fresh approach to just about everything. The venerable art of gift giving.”
Andy Warhol
INFLUENCES: Mary Blair Apple Charles and Ray Eames Walt Disney Alexander Girard Herman Miller Sanrio Frank Lloyd Wright
GINA
In-store photo - Clean contemporary lines with smooth corners - light and airy - playful colours - simple
Front view of POS display Flat shelves on both hands and tongue to display gifts and accessories
Side view of middle compartment
Side view of side unit
Cross section of side unit
Side view of middle compartment
shelf on the front of the display for gifts and accessories
shelf on the front of the display for gifts and accessories
Julius fingers painted on the side to give the impression of hands
Rail built into side units to hang clothes Simple design to fit in with the overall look of the brand. The display is a stand alone unit so easily adaptable for various stores, with the choice of the whole display, or the middle compartment with one or no hands. The versatile naure of the shelves and rails allow for all ranges in the brand to be displayed.
GINA
Spring Summer 2011
Capsule collection
GINA
In addition to the large variety of shoes, handbags and accessories, River Island offers fashionable clothing aimed at the women’s 18-54 market. There is a wide selection of outerwear and menswear, which features formal suits and accessories. Its sits in the midmass market with competition including Topshop, Oasis and Miss Selfridge. Clothing is accessible to a wide range of the mass consumer, often stocking as many as three trends at a time, depending on store size. Stores are spread across the nation and expanding internationally throughout the Middle East, Europe and the Far East.
Spring Summer 2011
GINA
Spring Summer 2011
GINA
Spring Summer 2011
GINA
-low croch jeans with -wool hoodie silk trim around an- -denim skinny kles and pockets, and fit jeans silk tie -camisole elasticated under the bust
-wool stretch top with corset seam detail -silk and tulle skirt cut on bias with a raw edge and corsage -full sleeved short denim jacket
Spring Summer 2011
-silk, polyester and tulle dress cut on bias with raw edge, with corsage
-silk fitted top with invisible zip in side seam -denim shorts with raw edge hem -dutchess satin blazer
-denim jumpsuit with dutches satin piping and side panels
GINA