ECO
REVOLUTION
T EE CC HNAMIC C ONVENTIONAL CO AW 17 / 18
ECO REVOLUTION AW 17/18 Introduction In an age of an ever-growing population and con-
sumerism, the environment is beginning to show signs of the immense strain we have put on its resources.
The fashion industry is the second largest pollutant behind the oil industry, and is ready to make a change.
The sustainability trend is about two different views of how to conserve natural resources in fashion. One approach is a more conventional way of using more natural fibers, living a minimalistic lifestyle, and learning to do more with less. Another approach is based more technology such as, 3D printing ,new ways of creating fabrics and dyes, and clothing that can monitor your health or charge your phone using solar energy. Cool, simplistic fibers and colors mimic the “green” lifestyle that Scandinavian countries have adapted; while bold metallics, and conceptual shapes describe the newness of Asian countries’ efforts towards sustainability. While the two boast vastly different styles, they are created with the same goal in mind,conservation.
CONTENTS
Technamic Target consumer Visual Board Colour Palette Garment Range Plan Fabric Board Trims Board Prints Make up Accessories Conventional Target consumer Visual Board Colour Palette Garment Range Plan Fabric Board Trims Board Prints Make up Accessories
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Target Group Demographics Name: Qiana(kee-YAHN-É™) Job role: Senior Public Relations manager Location: Seoul Age range: 30- 35years old Educational level - Degree, level Status: Single no children Income: Around $50,000 HKD per month Psychographic Qiana considers herself an activist, believing in a more sustainable world. She is an early adaptor with a classic twist in her style. She is extremely open to new ideas and actively seeks for new innovative ideas in every aspect of her life, as a PR manager by profession, it is in her nature to think in a dynamic way so when buying clothes she doesn't act on impulse. Her go-to dish is a Korean poke bowl. She is also enthusiastic about wellness and aims to work out around three times a week, a chance for her to relax in her busy life. Keywords Forward thinking Logical Conscious Dynamic Creativte Timeless
TechNamic AW 17/18
Technamic explores the innovative combination of textiles and technology, being utilised for more sustainable fabric thanks to the advancing world of technology. Creating a contemporary vibe with a technological element, perfect for fall 2017/18. From the evolution of nanotechnology to 3D printing finding more and more uses and substituting the norm. Blurring the lines between digital and textiles, designers such as Iris Van Herpen are elevating the fashion industry in creating collections made by 3D printing.
TechNamic
TechNamic Autumn Winter 17/18 PANTONE-10101-C PANTONE 12-10817 TCX PANTONE 13-2806 TPG PANTONE 15-1243 TCX PANTONE 8943 C PANTONE 8320 C
Core Colours PANTONE-10287-C PANTONE 8320 C PANTONE 3516CP PANTONE 10243 C
AW 17/18
NCE IS $ SCIE
Technamic Garment Design AW 17/18 002 AW 17/18 001
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AW 17/18 Technamic Fabric Composition Blurring the lines between technological and textiles, natural fabrics will be weaved into with nanotechnological particles creating durable, dynamic clothing which will last a life time. Fabric will start to become cognitive, our clothing will become responsive to our emotions and help humans convey thoughts. With the development of 3D printing, locally produced garments will change the industry, cutting down supply chain and transport costs, as well as avoiding textiles waste. The future of sustainable fashion is utilising technology, by using photoconductance incorporated into clothing and accessories will cut down on electricity usage whilst remaining connected always.
50% Wool 50% Viscose
100% Polyurethane
AW 17/18 001
AW 17/18 002
100% Thermoplastic Polyurethane
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95% Cotton 5% Spandex
AW 17/18 008
50% Cotton 50% Polyester
100% Thermoplastic Polyurethane
AW 17/18 003
95% Cotton 5% Spandex
AW 17/18 006
63% Acrylic 37% Polyester
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100% Cotton (Velvet)
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3D printed fabric
67% Polyester 33% Polyurethane 100% Cotton (Velvet)
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Nanotechnology
AW 17/18 Technamic Trims Buttons
Trims used will be a
collection of obscure buttons and metallic buckles. With the combination of modified lace ups, complimenting technological fabrics.
Technamic AW 17/18 TECHNAMIC PRINTS
prints illustrate the technological and dynamic world, combining the worlds together through hues of pink, bold emerald and oxford blue. Take influence from looking down a kaleidoscope, capturing the print, alongside distorted lines and layers to create the lively vision. Bursting a pop of colour into AW17/18 prints which can be used season to season, much like the more sustainable world technology is aiding.
Key Make up AW 17/18 TECHNAMIC Make Up
trends will be bolder and out of the norm, much like the evolving world of the technology and textiles partnership. Look to heavy eye makeup with metallic undertones to create the futuristic feel. Pastel peaches and lavenders will dominate hair tones in a sleek, finished manner. Eyebrows will continue to keep growing out, the thicker the better, showing wilder sides.
With 3D printing AW 17/18 TECHNAMIC Accessories
being used more and more, shoes will be made in the same technique, take inspiration from Adidas making 3D for the masses, the industry will follow suit. Across body belt bags will become a key accessory for AW17/18, made with solar cell textiles embedded into the fabric, enabling charging within the bag. Adding a mechanical element to the trend, heavily layered headbands will appear as an alternative to a hat, covering the whole head.
Target Group DEMOGRAPHICS Age: 23-40 Gender: female Habitat: urban area Education: Bachelor’s- Master’s degree Income: $210,000 HKD- $290,000 HKD per year
PSYCHOGRAPHICS mature, slightly Characteristics: Well educated, creative, introverted, tom-boy to romantic style Social class: middle class Lifestyle: adventurous, enjoys travel, lives independently, no kids Interests: travel, photography, coffee, vintage shopping, art galleries, second-hand books
BEHAVIOR Brand loyalty: freepeople, COS, Nudie, Article 22, tonle, Out of Print Fashion adaptation level: early adopter- early majority Consumption: quality, sustainable, conscious, looking for pieces Spending readiness: willing to spend more on transitional garments. Willing to invest in a garment that gives back CUSTOMER PROFILE Agnes is a quirky, stylish, urban girl living independently in Copenhagen. During the week she is working as a graphic designer for a small architecture agency. On the weekends she spends time photographing the world around her, reading in coffee shops, & out shopping vintage stores with her friends. Agnes is particularly interested in traveling the world and, when her disposable income allows, travels to destinations such as eastern and southern Europe and parts of Asia. When it comes to fashion, Agnes is interested in local and smaller designers. She aims for a clean look and incorporates hand made accessories with ethically produced staple garments. Some larger brands she shops are freepeople, Nudie, Article 22, and Out of Print. Agnes is interested in the impact of her purchases and how long they will last. She is looking for transitional garments that she can wear from one season to the next and keep for longer than a year. While she has slightly limited discretionary income, Agnes is willing to spend more on garments that give back & is made with the environment in mind.
ConVentional AW 17/18 Conventional seeks to combine
traditional methods of sustainable fashion, exploring fabrics that promote a slow fashion concept where by, the consumption of raw materials is treated with a renewable approach. The trend merges an effortless, casual feel with classic statement pieces which are combined with simple profiles, creating a timeless capsule collection that can carried through season to season.
419 C
PANTONE 3524 CP
PANTONE 3506 U
PANTNONE 13-4108 TCX
AW 17 / 18
Conventional
PANTONE
PANTONE 18-1660 TCX
PANTONE 18-1660 TCX
PANTONE 18-1660 TCX
PANTONE 11-0602 TCX
AW 17/18 Conventional Garment Design
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AW 17/18 Conventional Fabric Composition
AW 17/18 Conventional Trims Buttons
Trims are focused on undyed, natural elements, stripped back with reused buckle belts and wooden buttons, natural beige tones are juxtaposed with metal applique’s and fastenings to complete the look.
Simple
AW 17/18 CONVENTIONAL PRINTS
minimalistic prints in earthy tones, accented with gold foiling are key. Hand drawn motifs, combined with traditional pinstripes can be teamed with muted hues to create a subtle and unrefined look.
Effortless
AW 17/18 CONVENTIONAL MAKE UP
softly tousled hair is teamed with a dewy complexion and illuminated cheek bones. Bright pops of matted teals and oranges gives an injection of colour to the organic look.
A Autumnal utumnal
AW 17/18 CONVENTIONAL ACCESSORIES
tan tones are staple for this AW18 collection, with the introduction of vegan leather to classic handbags silhouettes. Refined pieces of handmade, minimalistic, jewelry is focused on craftsmanship and femininity. Shoes are kept simple and offer a relaxed alternative for day to day use.