I am excited to announce a unique collection in collaboration between Hannah Mills and Simone Rocha to be sold at Dover Street Market. Simone Rocha was born in Dublin, Ireland in 1986. In 2008 she graduated with a BA in Fashion from The National College of Art and Design in Dublin continuing in 2010 to graduate from the acclaimed Fashion MA at Central Saint Martin’s College, London. Simone debuted at London Fashion Week in September 2010. Through out this project I have enjoyed researching into Dover Street market and designing a collection that will stand out at the multi-brand retailer. In our collection expect to see Simone Rocha’s signature style mixed with the quirky new concept inspired by the Renaissance period. This has come at a time, where people are finding a newfound appreciation for pre tech times, creating a trend towards a more classic approach to design.
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Black c
Panton e 188c
Panton e 663c
Surface Deesigns
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antone 177c
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Neutral Black c
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Cool gray 9c
Pantone 483c
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Design Ideas
HM/AW22:004RED
HM/AW22:002RED HM/AW22:001RED HM/AW22:007RED
HM/AW22:005RED
HM/AW22:003RED
HM/AW22:006
HM/AW22:004GREEN
HM/AW22:002GREEN HM/AW22:001GREEN HM/AW22:007GREEN
HM/AW22:005GREEN
HM/AW22:003GREEN
HM/AW22:006GREEN
Spec Sheet &Costing MATERIALS
YARDAGE (METRES)
RICE/METRE
TOTAL AMO
FANRIC 1
1.5
40.02
60.04
FABRIC 2
1.5
5.00
7.50
FABRIC 3
1
2.00
2.00
TRIM
QUANTITY
PRICE
TOTAL
THREAD
1
0.90
0.90
BUTTONS
1
0.17
0.51
TOTAL
70.95
HM/AW22:003RED
QUALITY WEIGHT COMPOSITION & SOURCE
PANTONE C OUR REF
FABRIC 1
BAGS OF LOVE 172GSNM
COTTON-SATIN
MULTI
FABRIC 2
80GSM
CHIFFON
COOL GREY
FABRIC 3
95GSM
POLYESTER
COOL GREY
UNT
OL-
10C 10C
MEASUREMENTS
SPEC (CM)
A
HIGH POINT SHOULDER
46
B
CENTRE FRONT
36
C
CENTRE BACK
43
D
SIDE SEAM R/L
42/75
E
BODY LENGTH
108
F
ACROSS CHEST
48
G
WAIST
41
H
HIPS
52
I
ARM HOLE CURVE
41
J
HEM DEPTH
1
K
SLEEVE LENGTH
38
L
DISTANCE BETWEEN BUTTONS
2
M
SHOULDER SEAMS
17
N
NECK
40
O
UPPER BACK BODICE
30
P
LOWER BACK BODICE 45
Q
BUTTON SIZE
1.5
R
HEM WIDTH
180
SAMPLE MEASUREMENTS/ TOLERANCE +/- 5MM
Spec Sheet &Costing MATERIALS
YARDAGE (METRES)
RICE/METRE
TOTAL AM O
FANRIC 1
1.5
40.02
60.04
FABRIC 2
1.5
5.00
7.50
FABRIC 3
1
2.00
2.00
TRIM
QUANTITY
PRICE
TOTAL
THREAD
1
0.90
0.90
BUTTONS
1
0.17
0.51
TOTAL
70.95
HM/AW22:001RED
QUALITY WEIGHT COMPOSITION & SOURCE
PANTONE C OUR REF
FABRIC 1
BAGS OF LOVE 172GSNM
COTTON-SATIN
MULTI
FABRIC 2
80GSM
CHIFFON
COOL GREY
FABRIC 3
95GSM
POLYESTER
COOL GREY
UNT
OL-
10C 10C
MEASUREMENTS
SPEC (CM)
A
HIGH POINT SHOULDER
46
B
CENTRE FRONT
36
C
CENTRE BACK
43
D
SIDE SEAM R/L
42/75
E
BODY LENGTH
108
F
ACROSS CHEST
48
G
WAIST
41
H
HIPS
52
I
ARM HOLE CURVE
41
J
HEM DEPTH
1
K
SLEEVE LENGTH
38
L
DISTANCE BETWEEN BUTTONS
2
M
SHOULDER SEAMS
17
N
NECK
40
O
UPPER BACK BODICE
30
P
LOWER BACK BODICE 45
Q
BUTTON SIZE
1.5
R
HEM WIDTH
180
SAMPLE MEASUREMENTS/ TOLERANCE +/- 5MM
Hannah Mills
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"I've built my world on contradictions." -Simone Rocha-
Simone Rocha
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71 Wooster StrNt, NY 10012. New Yorlc
+«(0) 787 5515776
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Conclusion For this project I was required to produce a with a designer for Dover Street Market. The creativity, originality and understanding of collection with Simone Rocha, because I felt sonal style.
digital Look Book in collaboration piece of work had to demonstrate my digital tools. I decided to create my it was the best fit with my own per-
To collect primary research, I went to the Dover Street Market store and had a look at Simone Rocha’s current collection. It was really interesting to see the collection in the store setting. Visiting the store and looking at the point of sale display, helped me to pick up on key themes within the collection. This including the colour red, which was very prominent in Simone Rocha’s work, along with other designers in the store. This inspired me to make this a running theme throughout my Look Book. It was also good to see Simone Rocha’s competitors throughout the store and the target customer profile. This allowed me to gauge where the brand position was placed for sale. I gained secondary research by following Simone Rocha’s social media platforms and by looking at her website. By following Instagram specifically, I could identify social media influencers, which had also tagged the brand. This allowed me to very quickly distinguish the target market group for the brand and put into place an influencing figure for the project. After researching the brand and looking at WGSN, I decided on the concept for my project to be based on ‘Modern Renaissance.’ I thought that this would be a very good fit for Simone Rocha as a brand, my own personal style and also the rebellion towards the technology which is increasingly part of our lives today. I tried to communicate this idea mainly through the prints that I designed. I think that this worked quite well, although I might have used more obvious garment silhouettes to more clearly communicate the theme. I have tried to present my work in a way, which is coherent throughout and works well with my chosen theme and brand. I feel that I have successfully done this throughout most of my portfolio, although I think that the theme may have lost some focus in my print section. I struggled to lay the prints out in a way, which was interesting but didn’t detract from them. I also don’t think that all of them fitted well with the overall theme. I could improve this by allowing myself more time, to produce surface designs. Before starting this project, I had very little digital experience and felt that it was a weaker skill set of mine. I particularly enjoyed learning how to create fashion illustrations. It was something I would have had no idea how to do before and I am really proud of the illustrations I produced. I feel that I organised the project reasonably well, although towards the end of the project, I wished that I had allowed more time to produce the fashion illustrations and prints. The fashion illustrations in particular, were difficult to produce to a high standard and I would have liked to have spent more time perfecting them. In the future, I will try to plan extra time to allow for harder sections of project work. This would allow me to spend more time using more technical skills, for example creating brushes.
Bibliography LIOLALIOLA, 2017. London post box [digital image] [09/05/2019], Available from: https://www. adore-london.uk/post/152949400130/photograph-by-liolaliola-more-london-here?fbclid=IwAR3-lCWAaGA66ZMV3pRClxwq9AdfuwiI1b7Qst-_jJtSBh_qrhvmNrNLj64 LIVINGLY, 2019. London spring 2019-Simone Rocha (details)[digital image] [09/05/2019] Available from: http://www.livingly.com/runway/London+Fashion+Week+Spring+2019/Simone+Rocha/Details/Uw4mAbGPUGI?fbclid=IwAR0ZPVmgYHZ4ohxmv11zmc5QJ7X9N2HBEJ1CAWvLYzwRczgNFcarYC716Wc VOGUE, 2019. Spring Ready-to-wear Simone Rocha (coat) [digital image] [09/05/2019] available from: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/simone-rocha/slideshow/details?fbclid=IwAR2qrvLQGYU0bmOIWMvAdQ-buT0FgBQmN2x6hMSYHlwEGItE306dPU6miiY#55 VOGUE, Spring Ready-to-wear Simone Rocha (white dress) [digital image] [09/05/2019] available from: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/simone-rocha/slideshow/collection?fbclid=IwAR322vTngmsBzclvRVch1NzfaCamM_vCMHt6vVsD6d1S-iloVWFPWRYfCCY#14 VOGUE, Spring Ready-to-wear Simone Rocha (white dress with red lace overlay) [digital image] [09/05/2019] available from: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/simone-rocha/slideshow/collection?fbclid=IwAR2SpovG5R03IAsJCCiTNQ2VTwIyflntmRBT3GI0tXT56nnxSR5ZABgvQ_A#14 DAZED DIGITAL, Simone Rocha SS19 [digital image] [09/05/2019] available from: http://www.dazeddigital.com/fashion/gallery/25628/1/simone-rocha-ss19?fbclid=IwAR0ZPVmgYHZ4ohxmv11zmc5QJ7X9N2HBEJ1CAWvLYzwRczgNFcarYC716Wc CHINTZ OF DARKNESS, historic bedroom [digital image] [09/05/2019] available from: https://chintzof-darkness.blogspot.com/2010/01/greenhouse-effect.html?fbclid=IwAR0ZPVmgYHZ4ohxmv11zmc5QJ7X9N2HBEJ1CAWvLYzwRczgNFcarYC716Wc PINTEREST, antique carved wood [digital image] [09/05/2019] available from: https://www.pinterest. co.uk/pin/440508407300872027/?fbclid=IwAR0ZPVmgYHZ4ohxmv11zmc5QJ7X9N2HBEJ1CAWvLYzwRczgNFcarYC716Wc J.R. BURROWS & COMPANY, William Morris carpet design [digital image] [09/05/2019] available from: http://www.burrows.com/morris.html?fbclid=IwAR0Lcw-jZXBj-oYZa16mgx7ys2BfVhFq62DJCLMjPbI5njy9bB4yf-oZilk FINE LITTLE DAY, red painting [digital image] [09/05/2019] available from: https://www.pinterest. co.uk/pin/440508407300872023/?fbclid=IwAR3cm0NZ9RtQ_DO_mgjTfM2fBFYXKb6ZhpGnJOUAPpMyNgAkoC6ti9AfTE8 DAZED DIGITAL, Dover street market new york [digital image] [09/05/2019 available from: http:// www.dazeddigital.com/fashion/article/18272/1/dover-street-market-new-york?fbclid=IwAR3DomFmZ53yAehTXpTVPfE_LXNvzXgrP4EpWR-CpG250S9irr7Mnf6VBB8 ANNA LEROY, paint splat [digital image] [09/05/2019] available from: https://www.pinterest.co.uk/ pin/440508407300872021/?fbclid=IwAR3-9yH-1BuXhAMWVRY2M98dg2u1RdxwottmlWoDCDBuc0i7vzh9dFHgSNw THE LOCAL, dover street market [digital image] [09/05/2019] available from: https://www.instagram. com/p/BDqPCzQPsT1/?fbclid=IwAR0dv-u4H8lDGhwgo89eOHC_G6WldHqZ_H-TvTKiFkp_RYGj2jCveF4sp5w CALLWEY BLOG, Dover street market store front [digital image] [09/05/2019] available from: https://www.callwey.de/blog/geschenke-aus-london/?fbclid=IwAR07yvkgjEO_F4z_bSuLE-w2dUTBjRiqU_4s_ IioviscQ7BMimI_-5QUJec PRESENT AND CORRECT, dover street market balls [ditgital image] [09/05/2019] available from: https://www.instagram.com/p/BDfqClqmT4x/?fbclid=IwAR0dv-u4H8lDGhwgo89eOHC_G6WldHqZ_H-TvTKiFkp_ RYGj2jCveF4sp5w DEZEEN, black comme des garcons [digital image] [09/05/2019] available from: https://www.dezeen. com/tag/retail-tag/page/3/?fbclid=IwAR2SpovG5R03IAsJCCiTNQ2VTwIyflntmRBT3GI0tXT56nnxSR5ZABgvQ_A