Hasmik Matevosyan
Concept Designer and Fashion Communicator
Content
Intro Concepts Illustrations Public events Internships
Content: Intro I am a concept designer and fashion communicator. What I find interesting is the research on concepts, psychology, accepted social standards and gender roles. I then communicate the research findings through fashion. Sustainability is also an important, recurring theme. In 2011 I wrote a single magazine about all the steps of sustainable fashion cycle, going from raw materials to recycling. In 20112012, I have developed a system that is intended to function as supportive material for ethical fashion designers. Since 2011 I am a partner of Awearness Fair Fashion, where I help to bring fashion and sustainability closer to eachother.
Find more of my work regarding: Fashion and Sustainability – www.modevlinder.blogspot.com Fashion behavior and stories – www.clothesrelationships.tumblr.com hasmik@hasiko.eu | +31 6 19 46 22 92
Content: Concepts
Clothes Relationships, graduation project 2012 The heroes of the 00’s, exhibition concept 2012 Uthando, brand concept 2011 Hugging Treehuggers, social media 2011 Modevlinder 2011 Water element 2010 Waste = Food 2009 Gathering 2009
Clothes Relationships 2012
Clothes Relationships is my graduation project for the Master of Arts in Fashion Communication Design. It is one of the outcomes of three years of research on finding a balance between fashion and sustainability. Clothes Relationships focuses on the segment of the fashion system where the most pollution happens, namely the stage after purchase. This stage is also fascinating because of the fashion psychology. I have visualized the relationships people have with their own clothes with in-depth interviews, quotes and illustrations. My goal is to show the added value of clothes in our lives, improve the relationship between wearer and a piece of clothing and create a paradigm shift. Clothes are more than just utensils. When people appreciate a garment, they take better care of it, making sure that it stays in a good condition for as long as possible. This results in less pollution because the garment is being washed, tumble-dried and ironed less frequently. I have used social media (Tumblr and Facebook) for communication and have reached more than 40 000 people. Tumblr: www.clothesrelationships.tumblr.com Facebook: www.facebook.com/clothesrelationships
The Heroes of the 00’s 2012
In a team of 7 artists and designers we created a concept for an exhibition of products of the time period between 2000 and 2012. This is, in our view, the digital time that makes it possible for anyone to be famous or known for his or her identity and talent. It also goes for the products that people sell on different websites, such as Marktplaats.nl, that compete with products of big brands. We decided to create a space with semi-transparent houses, because of the transparency of this period and the fact that people’s personal lives are being exhibited. The houses would be dark at first and filled with different products of the 00’s. The visitors would be asked to bring products of this time with them and replace the exhibited products with their own ones. This is in line with the fact that everybody could be special in this time. The houses in which some of the products had been replaced would lighten up changing the space and the ambiance.
The Heroes of the 00’s Anneroos van Vredendaal Kim, Jihyun Le Fu Otto Paans Tumi Moeti Hasmik Matevosyan Joyce Overheul
Uthando 2011
This was a project during my master where I have designed the concept for a brand called Uthando. During eight weeks I got to know my client by in-depth interviews and visual research. Uthando is a concept for a store where passion for fashion, food and knowledge about Africa are being combined. The target audience are African cosmopolitan women in Europe. The brand should be associated with desire. This desire is being answered with love, joy and acceptance from the moment you come in. The store should be cosy and small, pricy but payable. It should be an uncomplicated, warm, friendly, loving space without being pretentious.
Hugging Treehuggers 2011
Hugging Treehuggers was a project meant to motivate and educate people to act more environment-friendly in their everyday life by showing appreciation for the actions that already are being taken. People do something good for the environment everyday without realising the impact. I worked in a group of 4 fashion and editorial designers on visualising this concept and creating awareness and interaction by posting illustrations on Facebook every day. We were showing our appreciation for everyday green actions by giving back our talent. We finished the project by organising a contest. Everyone all over the world could upload an image of their green action on the wall of the Facebook page of Hugging Treehuggers. Four candidates were chosen as winners and received a personal illustration and a sponsored bag of the brand Air-Bag. Facebook page: www.facebook.com/HuggingTreehuggers
Modevlinder 2011
Modevlinder is a digital magazine that shows my research on Cradle to Cradle in fashion. I have looked into the whole cycle, going from raw materials, to design, to usage and recycling of garments. I have noticed that there are many separate initiatives trying to change the process and make it clean, but there is no link between the stages. As a result many initiatives remain unnoticed. What I wanted to achieve with this magazine was to act as a bridge between various individuals and companies so all initiatives together would have a much greater effect. Next to the magazine I have created a blog where my future projects concerning sustainability and fashion could be found. Blog: www.modevlinder.blogspot.com
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M o d e v lin d e r s
zijn mensen (ontwerpers, communicatoren, fabrieken en werkers) die in elke stap die gezet wordt in de modeindustrie, verbeteringen proberen te brengen in de wereld, het milieu en de mens. Met dit tijdschrift hoop ik als een brug te fungeren tussen alle stadia die nodig zijn om een kledingstuk te vervaardigen, te dragen en weg te doen om de cyclus opnieuw te laten beginnen. Dit tijdschrift biedt verschillende bedrijven en consumenten de mogelijkheid om te ontdekken welke initiatieven andere bedrijven en individuelen ondernemen om hetzelfde resultaat te behalen, namelijk een schone wereld met eerlijk geproduceerde kleding.
,gnilessiwtiu sinneK neeg ,tcepser ne lednah kiurbegreh ,eitanimircsid edeog ,etmrawtser nav ,eitnarapsnart ,tietilawk -krew edeog ,nedehgidnatsmo -krew emazruud ,lavfa neeg ,dobnaa elakol ,tietisrevid -dnah ,nekrew roov tcepser ,nethcernesnem pahcsdneirv ,kuleg ,newuortrev ne -snem ne oce ekjiledneirv ne nelairetam -sgnissapeot ,nedohtem netolseg ehcsinhcet sulcyc
MATERIAL SUMMARY
Mode vlinde r s
are people (designers, communicators, factories and workers) who are trying in each step which is being set in the fashion industry to bring improvements to the world, the environment and the people. With this magazine, I hope to act as a bridge between all the stages necessary for the manufacturing of a garment, the wearing of it and the disposal of it to start the cycle all over again. This magazine gives various companies and consumers the opportunity to discover what initiatives are being undertaken by other companies and individuals to achieve the same result, namely a clean world with fairly produced clothes.
TEGENWOORDIG WORDT HET GEBRUIK VAN DE MATERIALEN IN DE MODE STEEDS DIVERSER EN LANGZAMERHAND OOK SCHONER. ER WORDEN NIEUWE OF VERGETEN GRONDSTOFFEN GEINTRODUCEERD. OOK WORDEN ER NIEUWE MATERIALEN UITGEVONDEN DANKZIJ TECHNISCHE VOORUITGANGEN.
NOWADAYS, THE USE OF MATERIALS IN FASHION IS BEGINNING TO BE INCREASINGLY DIVERSE AND ALSO CLEANER. NEW OR FORGOTTEN RESOURCES ARE BEING INTRODUCED. ALSO, NEW MATERIALS ARE INVENTED THANKS TO TECHNICAL ADVANCEMENTS.
Er zijn twee hoofdcategorieën van textielvezels: natuurlijke en vervaardigde. Natuurlijke vezels zijn bijna uitsluitend gemaakt van plantaardige of dierlijke bronnen. Vervaardigde vezels zijn gemaakt van grondstoffen die afkomstig zijn uit een verscheidenheid van bronnen, met inbegrip van planten, dieren en ook synthetische polymeren.
There are two main categories of fibres: natural and manufactured. Natural fibres are almost exclusively made from vegetable or animal sources. Manufactured fibres are made of materials that come from a variety of sources, including plants, animals and synthetic polymers.
www.modevlinder.blogspot.com 20
STOF AFWERKING
M O D E V L
I N D E R S
De laatste fase in de stof verwerking is bekend als afwerking. Het omvat de voorbereiding van het weefsel om te worden geverfd en/of bedrukt, verven en bedrukken zelf en de toepassing van een gespecialiseerde afwerking van stoffen zoals die welke waterastotend en vouwwerend werken. Afwerking is de voornaamste oorzaak van milieubelasting in de productiefase, met behulp van grote hoeveelheden water, energie en chemicaliën en de productie van aanzienlijke hoeveelheid van het afvalwater. Sommige van de gebruikte chemicaliën bevatten giftige stoffen die bekend zijn als kankerverwekkers en verdacht worden van hormoonverstoorende werking.
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BESTE WERWIJZE IN HET DRUKKEN:
BEST PRACTICE IN PRINTING:
| Kies leveranciers die gebruik maken van op water gebaseerde print formulering. | Vraag de leveranciers over maatregelen om drukdeeg verlies en het waterverbruik te verminderen in de zeefdruk. | Gebruik digitale inkt-jet printen (transfer inkt) voor kleine oplages ter vermindering van afval uit drukdeeg. | Kies leveranciers die het gebruik van ureum in reactieve afdrukken vervangen door de invoering van nieuwe methoden voor afdrukken. | Verzoek de leverancier bij pegment drukken verdikkingsmiddelen te gebruiken die geen vluchtige oplosmiddelen bevatten, om de uitstoot in de lucht te beperken als de print pasta’s gedroogd worden.
| Choose suppliers who use water-based print formulation. | Ask suppliers about measures to reduce print paste losses and water consumption in screen printing. | Use digital ink-jet printing for short production runs to reduce print paste waste. | Choose suppliers who substitute the use of urea in reactive printing by introducing novel printing methods. | In pegment printing ask suppliers to use thickeners which contain no volatile solvents, to minimize emissions to air as print pastes are dried.
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FABRIC FINISHING
The final stage in fabric processing is known as finishing and includes preparation of the fabric to be dyed and/or printed, dyeing and printing itself and the application of any specialist fabric finishes such as those giving water repellency and crease resistance. Finishing is the chief cause of environmental impact in the production phase, using significant quantities of water, energy and chemicals and producing substantial amount of effluent. Some of the chemicals used contain toxics which are known carcinogens and are thought to be hormone disrupters.
A
NEW LIFE
Water element 2010
For this project I chose to experiment with a muse. I asked a Turkish boy to be my muse, because I found him to be inscrutable. The starting point were the colors that he gave me for the project. They were very different and bright, and that made me think about colors in general. Why did he choose exactly those colors? I searched for information about colors, which lead me to feng shui. I found out that according to feng shui, he was born under the element Water. This project visualizes how I got to know him through all the layers and made the ultimate final outfit for his element. Model and muse: Aycan Adal
Waste = Food 2009
This was the first time that the concept of Cradle to Cradle has inspired my working. I focused on the idea that waste does not exist. The materials can be reused to make something new. Materials should be used to create something positive. Around this time I also started thinking about what kind of a designer I wanted to become and whether my goals had similarities with the goals of Cradle to Cradle. Photographer: Fabi Fliervoet Model: Fleur Maas
Gathering 2009
Think of all the pleasant feelings you have experienced in your life with your friends, classmates and family at home or outdoors. Imagine that these emotions would not fade with time and eventually disappear, but would become tangible. What if you could carry them with you or even wear them? I have asked my classmates, friends and family to outline their hands on a piece of paper and I have used these hand drawings as patterns for a dress. Model: Mycheline Wever Make-up: BBB Visagie
Content: Illustrations
Clothes relationships, graduation project 2012 Offline existence 2012 Een aardig spektakel 2011 Butterflies 2011 Strangers 2008-2010 Portraits 2008-2010
Clothes Relationships 2012
Offline existance 2012
Een aardig spektakel 2011
Butterflies 2011
Strangers 2008-2010
Portraits 2008-2010
Content: Public events
Horizontal/Vertical 2012 Positively not normal fashion show 2010
Horizontal/Vertical 2012
Horizontal/ Vertical was an exhibition, which has been organized by 12 master-students under the guidance of Joke Robaard. The concept was to create an exhibition about the process of making of an exhibition. During two months we were gathering to discuss our master projects. Everybody had a role in the conversations. I was the Art-historian. My role was to comment on the conversations and the shown work from that perspective. The first day we had brought books with us that somehow were linked with the individual-projects we were working on for the whole year. Each one of us had to tell the reason why she had brought the book with her and then put it on the floor. The next person had to do the same and then link the book with the other one’s already lying on the floor. The link of the books would show how our projects relate to one another. This was the starting point of the process of making an exhibition. The installation of the books made me think of abstract expressionism, where the focus was not on the painting, but on the process of putting paint on a canvas. I believe that this was the core of the exhibition as well.
PNNFS 2010
Positively Not Normal Fashion Show was a public project I have developed during my seminar guided by David Bade. This was my answer to the exhibition “Niet Normaal” at the Beurs van Berlage in Amsterdam. I noticed that a lot of artists interpreted the concept ‘Not Normal’ to be something negative, think of terrorism, diseases and distortion. I experienced the ambience of the exhibition to be very unpleasant. This feeling inspired me to create something not normal which could cause a smile on the faces of the audience. I decided to organize the fashion show in front of the building of the Beurs van Berlage. I asked 12 models and a known street singer Bertje Doperwtje to participate and arranged a clothing rack with clothes. The models where changing their clothes outside, wearing casual clothes in an unusual way and then showing those on the imaginary catwalk. I managed to create a positive atmosphere and put a smile on everyone’s face. The event has reached international attention and was shown on ArmTV news 3 times. Link to publication: http://www.youtube.com/watch?v=FIxZIF4_kys
Content: Internships
DutchSpirit 2011 Monster of Nix, Kim van de Veerdonk 2010 Barbara de Ru 2009
DutchSpirit 2011
During my internship at DutchSpirit I helped with the presentations and visualisation of different projects. Hereby graphic design and visual communication were essential. There are several projects I have helped with: -
Photo shoot of Returnity jackets. T-shirt prints. Graphic design of posters for Returnity. Image DutchSpirit / Rabobank. Different presentation books and a prezi presentation. Pattern design. Styling of fashion shows.
DutchSpirit: www.dutchspirit.com
RETURNITY, der Stoff der vielen Leben! DUTCHSPIRIT DutchSpirit ist ein junges progressives Mode-Label. Bekleidung kreiert mit Verantwortung gegenüber Menschen, Tieren und der Umwelt. Nachhaltige Mode ohne Kompromisse bei Qualität, Verarbeitung und Design. Fair Fashion, für selbstbewusste Frauen und Männer. Faire Löhne und Arbeitsbedingungen, keine Kinderarbeit: DutchSpirit produziert Bekleidung nach der Fair-Trade-Politik. Darüber hinaus sind die CO2-Emissionen während der Produktion ausgeglichen. DutchSpirit ist nicht nur ein Mode-Label auf nachhaltiger Basis, sondern entwickelt auch nachhaltige Lösungen. BACKHAUSEN Backhausen entwickelt und produziert seit sieben Generationen hochwertige Möbelund Vorhangstoffe. Ein Familienbetrieb, in dem Tradition und Handwerkskunst in der Qualität der Stoffe reflektieren. Einige Entwürfe sind bereits über hundert Jahre alt. Die Produktionshallen stehen in Hoheneich, im Norden Österreichs. Viele Mitarbeiter leben in stilvollen Wohnanlagen auf dem Anwesen. Kurz gesagt, ein Unternehmen mit Leidenschaft, Stolz und sozialer Verantwortung. Returnity® ist ein neu entwickeltes Material aus dem Techno-Zyklus mit einem Cradle to Cradle Gold-Zertifikat. Die Produktion dieses Gewebes ist frei von schädlichen Bestandteilen und für „die Reinkarnation“ entwickelt. Der Zusatz “Stoff der vielen Leben” zeigt nicht nur die volle Recyclingfähigkeit des Stoffes, sondern auch, dass der Stoff viele weitere Zwecke hat. Die Partner Backhausen und DutchSpirit haben bereits verschiedene Verwendungsmöglichkeiten für Returnity®-Stoffe entwickelt, die am Backhausen-Stand gezeigt werden. Dies sind: eine nachhaltige Toga für Gail Whiteman, Professor für Nachhaltigkeit und Klimawandel an der Erasmus Universität in Rotterdam; eine Berufsbekleidungs-Kollektion für EcoSmart; die SmartCasualKollektion für Männer und Frauen; und ganz aktuell Jacken für das Vacansoleil DCM Pro Cycling Team. Diese werden von Radfahrern bei der Tour de France bei öffentlichen Auftritten getragen, um Aufmerksamkeit mit ihrem Motto "Make a Difference, Move Your World" zu erregen.
returnity
the fabric of many lives
Für Information: www.dutchspirit.com | Erik Toenhake :+31653533053 | Rien Otto: +31630372377
The Monster Of Nix 2010
The concept of the movie has been developed by Studio Rosto A.D. Kim van de Veerdonk was asked to design the costumes and I was one of the 3 interns helping her. I have learned: - What it is like to work for an employer with real deadlines. - How to deal with finances. - When something does have to be worked out to the last detail and when not. - What kind of tricks can be use to save time. - How to give existing supplies and clothing a new look. For example by paint them. - How to plan efficiently. - How to deal efficiently with the given budget. - What materials and colors can and cannot be use for television. - How to set boundaries when the client is trying to exercise too much pressure. I mainly worked on the costume of the Ranger. Next to that I have helped finishing other costumes such as that of the Grandma. The Monster Of Nix: www.monsterofnix.com Kim van de Veerdonk: www.kimvandeveerdonk.com
Barbara de Ru 2009
This was the first collection of Barbara de Ru as a brand. During my internship I have helped Barbara with several items from her collection and learned from her experience. These are several activities I have done: - Designing sleeves for a poncho/ jacket. - Stitching leather bags. - Knitting a scarf. I have learned a lot from Barbara about the commercial side of fashion. The special feature of her work in my view is that she uses craftsmanship combined with commerce. She makes videos of the creative process, and shares those via social media. She makes garments in standard sizes, and then fits them on the bodies of her customers, allowing customers to experience craftsmanship of the garment and thus learn to appreciate the garment more. Barbara de Ru: www.barbaraderu.com