INTRODUCTION
Christopher Kane is an innovative luxury fashion brand offering womenswear, menswear and a full of footwear, handbags and accessories. I believe that people of that generation are more likely to spend money on higher end and more expensive fashions as well as being more likely to be experimental with their style and what they wear.
TARGET CUSTOMER
Life style: She is very sociable and spontaneous. She is independent, a business woman who loves the latest trends. She really likes to travel all over the world and enjoys going to fashion shows. She is not afraid to dress bold. Hobbies: Travelling, reading, shopping, and photography
BRAND IDENTITY
The Scottish born designer gained fame with his USP of neon shades which ruled his first collection. Known for experimenting with leather, plastic, crochet and gingham; Christopher Kane is the Willy Wonka of the British fashion industry.
6 - 7 Mount Street, Mayfair London, W1K3EH +44 020 7493 3111 mountstreet@christopherkane.com
PRODUCT ANALYSIS
C O M P E T I T O R S
There are competitors which are in a similar market, but there is no other brand that has a comparable identity, so it is difficult to say which brand is direct compepitors.
Stella McCartney I fell is a competitor of Christopher Kane because they target the same type of costumer. The price point is roughly the same as Chtistopher Kane.
Another brand that offers competition is Alexander McQueen. The weakness of McQueen being the collections are haute couture, and mostly for exclusive clientele, whereas Christopher Kane is more accessible.
Christopher Kane is known for expert tailoring and innovative designs as well as Vivienne Westwood. His price point is similar with a comparable budget, however the brand launched in 2006 and begin relatively knew on the luxury market, it is not as estabilished as Vivienne Westwood. However, the price point is at the higher end with Christopher Kane.
CONCEPT
SOFT ARTISTIC CAMO WITH ERODED PRINT
TREND ‘00s SHINE
ILLUSTRATORS D I M I T R A M I L A N
CONRAD ROSET
I have chosen these three illustrators to take inspiration from when designing. When I researched first I found Bil Donovan, he is one of the most porific and edteemed fashion and lifestyle illlustrators working today. He is a true champion of the art form. I really like Dimitra Milan work, because her artwork is layered with symbolism, often provoking deep emotions. She expresses love, hope, authenticity, and beauty through her brushstrokes. Finally, I also chose Conrad Roset as well, because he uses the brush like a jugger and he sets off fireworks on the spectator’s look.
BIL DONOVAN
PRINT DESIGN 1 #TH01.2
#TH01.1
#TH01.3
PRINT DESIGN 2 #TH02.2
#TH02.1
#TH02.3
PRINT DESIGN 3 #TH03.1
#TH03.2
#TH03.3
FINAL LINE-UP
FINAL LINE-UP
RAN G E
TH001/PURPLE
TH005/PURPLE TH006/PURPLE
TH007/PURPLE
TH003/PURPLE
TH002/PURPLE
TH008/PURPLE
TH004/PURPLE
PLAN TH012/PURPLE
TH009/PURPLE TH010/PURPLE
TH013/PURPLE
TH011/PURPLE
TH014/PURPLE
RANGE
TH001/PINK
TH005/PINK TH006/PINK
TH007/PINK TH002/PINK
TH003/PINK
TH008/PINK
TH004/PINK
PLAN TH012/PINK
TH009/PINK TH010/PINK
TH013/PINK
TH011/PINK
TH014/PINK
SPEC SHEET 1
Measurement A
Spec cms
Chest (2cms under armhole) 51 cm
B
Hem width Hem depth Tolerance +/- 2mm Waist width Nape to waist Underarm length Zip length & weight
C
D E F G
Fabric 1 Swatch Fabric 2 Swatch
Fabric 3 Swatch
Sample measurem ent Tolerance +/- 5mm
65 cm 1 cm
40 cm 5 cm 42 cm 15 cm
Quality, weight & source
Composition
Pantone colour ref:
Quality, weight & source
Composition
Pantone colour ref:
Composition
Pantone colour ref:
Quality, weight & source
SPEC SHEET 2 Measurement
Spec cms
A
Side Neck length
68 cm
C
Hem width Hem depth Tolerance +/- 2mm Across shoulders Shoulder length Waist width Nape to waist Hip Arm hole length
100 cm
Cuff width Cuff depth Underarm length Back neck Tolerance +/- 2mm Back neck drop Tolerance +/- 2mm Front neck drop Tolerance +/- 2mm Pocket position Pocket size
10 cm 6 cm 46 cm
B
Sample measurem ent Tolerance +/- 5mm
Chest (2cms under armhole) 51 cm
D
E F G H I K L
1 cm
45 cm 19 cm 17 cm 42 cm 40 cm 40 cm
Sleeve width at underarm pt 20 cm
M N Q R S
U V
Fabric 1 Swatch Fabric 2 Swatch
Fabric 3 Swatch
15 cm 2 cm
8 cm
60 cm 10 cm
Quality, weight & source
Composition
Pantone colour ref:
Quality, weight & source
Composition
Pantone colour ref:
Composition
Pantone colour ref:
Quality, weight & source
CHRISTOP H ER KANE
CHRISTOP H ER KANE CHRISTOP H ER KANE
CHRIS TOP H ER KANE CHRIS TOP H ER KANE
CHRIS TOP H ER KANE
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CHRIS TOPHER CHRIS TOPHER KANE KANE T.H. T.H.
CHRIS TOPHER CHRIS TOPHER CHRIS TOPHER KANE KANE KANE T.H. T.H. T.H.
CHRIS TOP H ER KANE CHRIS TOP H ER KANE CHRIS TOP H ER KANE
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M A R K E T I N G
E V A L U A T I O N The objective of this project was to design a collection in collaboration with my chosen brand. The aim was to create a collection that both represented the brand and my own design identity. I chose to collaborate with Christopher Kane as I enjoy the brand Spring Summer 2021 Ready-toWear collection. I started my project by researching this brand. This helped me to get a more understanding of the brand aesthetic and the kind of clothing they like to design. I looked at their online websites as well as social media sites to get a more accurate representation of the brand. By following Instagram specifically, I could identify social media influencers, which had also tagged the brand. This allowed me to distinguish the target market group very quickly for the brand and put into space 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 “SOFT ARTISTIC CAMO WITH ERODED PRINT” combined with my trend “00’S SHINE” which gives it a modern twist. I thought that this would be a very good fit for Christopher Kane as a brand and for my own personal style. I tried to communicate this using lots of inspiration imagery within my research pages and concept boards. I referred to these when designing my collection. I looked at different digital illustrators such as Dimitra Milan, Bil Donovan, and Conrad Roset which influenced my designs when creating a 2D collection. I also looked into sustainable fibers and fabrics such as organic cotton, organic wool, organic linen and therefore when designing made sure that I created garments that we’re able to be constructed using these materials. Furthermore, to make the collection more environmentally friendly, I thought that the packaging would be made only from recycled materials. I think my portfolio has a clear and strong design identity that links my research and illustrations together. I feel as I have learned a lot by doing this project as well as developing my digital skills and techniques which will help me in the future. I was able to complete different tasks in a way I felt was more effective and efficient for my project. I few techniques I learned to do were the clipping masks and displacement maps. It was the first time I used InDesign, I feel that I need to practice more with this tool to actually master it. I have always loved digital art, so to me, it is a great personal achievement to see what I was capable to create. What worked well in my portfolio I think is the marketing, the product visualization, and the advertisement. I also think that my technical flats have strongly improved from previous projects however there is something to improve on them. I feel like I could improve on the faces of my croquis as well as on the bodies. I would also like to further develop my illustrations even more to find my own style that I can use and develop throughout my future projects. I struggled to lay the final line-up out in a way, which produce a high standard. Being able to see Christopher Kane’s designs was a very inspiring experience. I enjoyed the creative journey of this project, and it has taught me many digital skills.
B I B L I O G R A P H Y
https://wwd.com/runway/spring-ready-to-wear-2021/london/christopher-kane/review/ https://www.westend.com/mount-street/christopher-kane/ https://www.diarydirectory.com/newsarticle/christopher-kane-appoints-pr-assistant/25363 https://www.galeriemagazine.com/christopher-kane-spring-2021-collection-quarantine-art/ https://www.google.co.uk/amp/s/www.buro247.ua/amp/fashion/shows/christopher-kane-ss21.html https://www.fashionmagazine.it/trend/london-fashion-week-christopher-kane-una-femminilit-in-forma-plastica-101926 https://fashionelite.com/profile/christopher-kane/ https://www.google.co.uk/amp/s/trendcouncil.wordpress.com/2017/02/20/fw17-runway-christopher-kane/amp/ http://designest.de/tag/new-york/page/2/ http://fashion.telegraph.co.uk/news-features/TMG11422666/Christopher-Kane-opens-the-doors-to-his-first-ever-store-inMayfair.html https://in.fashionnetwork.com/news/christopher-kane-chooses-london-for-its-very-first-flagship,649729.html http://www.johnpawson.com/works/christopher-kane-store https://www.google.co.uk/amp/s/www.dezeen.com/2015/02/27/john-pawson-christopher-kane-store-london-minimal/amp/ https://www.christopherkane.com/uk/ https://m.facebook.com/ChristopherKaneOfficial/ https://instagram.com/christopherkane?igshid=ht4jqtriw3b5 https://mobile.twitter.com/christopherkane https://www.linkedin.com/company/christopher-kane https://www.alexandermcqueen.com/en-gb?ad=season_fs&targetid=kwd-37185530&location=9045800&gclid=EAIaIQobChMIxOmUw9PH8AIVGO7tCh3ijQDFEAAYASAAEgJ-ZfD_BwE https://www.viviennewestwood.com/en/?gclid=EAIaIQobChMIroqm1NPH8AIVxe7tCh05AANfEAAYASAAEgLRXPD_BwE&gclsrc=aw.ds https://www.stellamccartney.com/gb/en/?ad=mainline&ad=season&gclid=EAIaIQobChMIjeDF3tPH8AIVzcLtCh0ZvwdYEAAYASAAEgIch_D_BwE https://www.vogue.co.uk/ https://www.wgsn.com/en/ https://www.google.co.uk/amp/s/fashionunited.uk/news/fashion/spring-summer-2021-womenswear-printtrends/2020110651801%3famp=1 https://pngtree.com/freebackground/holographic-iridescent-color-wrinkled-foil_982594.html https://monicalorenmotivation.wordpress.com/2018/05/22/speak-your-truth/amp/ https://evenprime.co/blogs/explore/dry-vs-dehydrated-skin-how-to-tell-the-difference?utm_source=pinterest&utm_medium=social&utm_campaign=stories&utm_content=glassy-look https://fashionista.com/.amp/2020/09/christian-cowan-spring-2021-lil-nas-x-collaboration https://www.danielarsham.com/ https://www.thisiscolossal.com/2020/01/crystal-sculptures-daniel-arsham/ https://www.mediastorehouse.com.au/david-williams/scotland/highland-region-skye/eroded-cliff-face-elgol-skye-scotland-10848368.html?prodid=8137 https://www.behance.net/gallery/4228821/Eroded-Leaves https://m.huffpost.com/us/entry/us_1380778?ref=science https://m.imgur.com/gallery/vDVNQ https://www.bloglovin.com/blogs/fashion-gone-rogue-488777/emily-ratajkowski-poses-in-chic-ensembles-6605381371 https://www.carrierbagshop.co.uk/black-matt-boutique-paper-bags.html?gclid=EAIaIQobChMIuLbC_tfH8AIVU5_ VCh0a7AyNEAQYAyABEgL1yPD_BwE https://www.flannels.com/more-joy-more-logo-tote-ld00-711531?gclid=EAIaIQobChMIjYW5rNjH8AIVgdxRCh0x6w30EAkYAiABEgLr0PD_BwE#colcode=71153103 https://www.farfetch.com/tr/shopping/women/more-joy-logo-shopper-tote-item-16147358.aspx https://www.google.co.uk/amp/s/hypebeast.com/2020/4/christopher-kane-more-joy-indoors-homeware-collection-self-isolation-mug-blanket-pajamas%3famp=1