BA (Hons) Fashion Portfolio

Fashion Portfolio

Leeds College of Art BA (Hons) Fashion 2010

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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

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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

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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

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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

2 4 6 8 10

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