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FASHION IMAGE & COMMUNICATION
Identity design project for a denim brand “Jewel�- a sustainable denim brand with its hidden stories, staying in style while staying eco friendly with quality denim, being the innocent baddie in society . - The concept is based on hidden messages that are slightly controversial to denim wastage but positive reinforcement of making the good eco friendly purchases. - Branding appears ( e.g back batch )after multiple usage of the denim through the rips - The brand has the collective aspect where you not only support the brand for what it stands for but also take the pleasure of the collaborative artistic work within the brand. - Its collective characters that represent the different charities and companies that we are partnered with, are interactive with its additional hidden QR codes to scan for detailed stories on where certain purchased items have come from and exclusive deals and information within the brand.
Font: Azote C=0 M=0 Y=O K=0 R=229 G=232 B=245 R=212 G=219 B=214 C=7 M=20 Y=41 K=30 C=0 M=0 Y=O K=100
“ As a denim brand we believe that change is possible in small steps. You can still be stylish but less dmdaging. Being the innocent baddie in society. �
Women’s wear provding a story with quailty
Brand positioning m a p Hight Price
Diesel Naked& Famous Denham Studio dartisian Levis G Straw Raw
sixty-nein
R13denim
SIZE
DL1961
Lee jeans
Traditional
Siwy denim
American eagle
Tesco Sainsbury
H&M George ASDA
Matalan
Newlook Primark
Low Price
Hight Fashion
Levis Made and Crafted NUDIE jeans Mango Bershka Pull&Bear Missguided MUD jeans Topshop Zara
JEWEL
NUDIE JEANS
MUD JEANS
DL1961
R13DENIM
HIGH
HIGH
AVERAGE
AVERAGE
LOW
AVERAGE
HIGH
HIGH
LOW
AVERAGE
HIGH
AVERAGE
AVERAGE
MARKET SHARE
AVERAGE
AVERAGE
PRICING
AVERAGE/ HIGH
AVERAGE/ HIGH
AVERAGE
AVERAGE
GROWTH RATE
TARGETING PRODUCTS
AVERAGE
AVERAGE on trend AVERAGE on trend HIGH on trend HIGH on trend HIGH on trend adult men and women young men and women young men and women aged 16-40women adult men and women HIGH HIGH HIGH HIGH AVERAGE
LOW
LOW
AVERAGE
HIGH
AVERAGE
HIGH
HIGH
HIGH
HIGH
LOW
AVERAGE
AVERAGE
HIGH
PROMOTIONS
HIGH
AVERAGE
TECHNOLOGIES
HIGH
AVERAGE
LOCATIONS
LOW
AESTHETIC
HIGH
LOW
COMPETIIVE MATRIX high , low, average
brand ambassadors
The bands ambassadors are differnet shapes and colours that have a fun perosnality and vibe to match the brand concept approach even with the rebelious hidden messages. I want them to create an image that is colourful and fun with a risky touch as well as being clean cut and artsy. They have a strong opinion and stand for what is right and should be socialbly acceptable.
Cara Delevinge
- Actress/ Model - Storng minded and opininative as well as warm hearted and open about her ture self
Iskra Lawrence - Storng minded and opinionative
- stands for importance of self care - rule breaker of steprtypical model life and expectations - ambassador for NEDA (National Eating Disorder Association)
Damaris Goddie - a representative of diversity within the industry
- fronted campaigns for Zara, Versus, Coach, Kenzo and Topshop. In AW16 alone, she walked for 40 designers - passion for art and music - stays ture to herself
- uses her hugely popular Instagram account as a platform for promoting body confidence in the USA and is the Managing Editor of Runway Riot a Dan Abrams premier fashion site for curvy females
- was previously the face of Burberry’s spring/summer 2012 campaign and spring/summer 2011 campaign. - She has been featured in advertising campaigns for other brands including H&M, Zara and Chanel. - appeared on the catwalk for brands such as Moschino, Jason Wu, Oscar de la Renta, Burberry, Dolce & Gabbana, Fendi and Stella McCartney. Delevigne was on the covers of Vogue UK, Vogue Korea, i-D, Love, Russh, Jalouse and Style.com’s Spring 2013 issue. -also walked down the mutiple catwalks. -designed a fashion collection for ‘DKNY’ that released on October 15, 2014. She also designed several collections for ‘Mulberry’ of which the last one released on June 3, 2015. KeRGD8ik.99 - loves animals , auctioned her ‘TAG Heuer’ watch thus raising £18,600 for ‘WildCRU’ after the male Southwest African lion Cecil was killed in 2015. ( is brand ambassodor since 2015) - ( 2016 ) rimmel and puma brand ambassador ,
Customer profile: High disposable income Environmentally aware Collector Interested in art Stylish likes to make a statement Aspirational Enjoys mixture of brands statues and vintage items Owns 2 room house in central London Fashion blogger, works also for a magazine Healthy diet with cheat days with her girls Uses Uber mostly to get to places Loves travelling
Brand Customer Interaction
LAUREN
Within the brand there the denim pieces, so
will be a collectable vibe when purchasing you get
where there a matching
are attachments on character key-chain.
As well as that being the collectable the denim itself is in the game as the inside pockets will have different messages, illustrations from collaborations with illustrators from the street or social network such as instagram. Along side with he interaction of Snapchat QR codes for discounts, offers and exclusive informations of new items or certain pop up events. Another way my band will engage with consumers is by having them style our items in their own way and send it to us and post it to our website and instagram page letting them share with everyone their style and gaining some publicity as well as some recognition as loyal customers. Have every few weeks interviewing real customers on the street of what they like in denim and what makes them want to buy it as well as other intriguing things that will build the brand up.
fred stephen
TREY alice
WEBSITE
‘ jewel.com ‘ is an interactive base website, images pop up when the mouse is hovering over certain areas to fit in the concept of hidden messages, so triggers are located around the site that reveal images and exclusive discount code ect. The site includes look-books, details on what the brand stand for in the ‘about’ section and each character even has their own page about their story and what their labels stand for example where the particular denim is from and what it supports. All the characters illustrations are moving giffs as well as the logo and name having a little jump and twist animation. As well as having a merchandise page and wish list for consumers to share their most wanted items.
Vol_1
Spring_17
lookbook
One of the look books will be simple, abstract and capturing an artistic style and composition of a fashion lookbook, Volume 1 is about being risky, fun and being yourself and out of the box which the denim brand is trying to come across as. The choice of colours is to keep it simple so the focus is on the image and its abstract positioning.
STYLING
Spring_17
Vol_2
if only you knew-DISPOSABLES
PACKAGING
I stayed minimal with the packaging while remaining the youthful fun vibe and still retaining that clean cut look. Everything will be recyclable such as the bag and boxes which the denim items will be packed in, The Graphic t shirts will be made from 100% organic cotton as well.
Merchandise
As the store is more of a collective items concept with the characters I wanted to also have merchandise such as the t shirts , key-chains, pins and travel bottles as I thought it would go well with the brand. The consumers generally do go for these items as they are able to be involved with the brand in other platforms. This also will develop the brand and builds its publicity as the merchandise will allow the brand to be recognised more and attract more consumers.
LAUREN 37-37Z720B
6
71860
W32
01362 4
L34
HW NAVY
ÂŁ120
swing ticket
The swing ticket is part of the main collective items of the brand and its denim purchase. They are minimal black and white colours but could consider colours when using a limited edition items. The string will be recycled denim scraps as well as the material are 100% recycled corrugated cardboard and the plastic is recycled bottles from the sea.
POCKET FLASHER FIT LABEL
POCKET BAG
The inside pocket of the denim pieces are where most of the hidden message will be placed. I wanted them to be a bit controversial but also still reinforce the fact that the consumer is doing a good choice for choosing more eco friendly items and still be stylish.
BACK PATCH
The back patch I wanted to be the part that is hidden so the consumer will only be able to fully see the patch once they have worn it for a while, and if the consumer wanted a new pair they could return the old pair for discount after they have used it after a year which can be tracked when purchase date was and if the patch is fully revealed.
POP UP SHOP
The pop up shop is in a ‘U’ shape to create that story like feel that the denim brand offers. The customers enter thought the automatic doors like a beginning of a story or a first page where you find your items and discover new hidden things such as the hidden QR codes with exclusive offers and information of the brand and illustrations within the store. Mid point there is an engaging photo-booth that can be shared on social media and entered for a competition to win a limited edition item. Along side to this there is an interactive screen where customers can create outfits onto them thought the screen with the items within the store which there could lead their mindset to find those items. The items are places on railings hanging of the wall accompanied with regular drawers and shelf’s. The pay point is in the middle accompanied with the main charterers animations behind them on circled screens. As they exit the other side of the store from the ‘U’ shape they end the ‘chapter’ of their visit. The store is mainly made of glass from the outside to its interior so that other people who are just passing become curious as to what is going on.
The pop up shop will occure in the summer time, to allow everyone to acces the shop at their own time. This is also a good time as there will be many tourist that will have heard about the brand from social media and would want to visit. It will be located in Central London at Hyde Park Corner, W2 2ET (jul) as well as at Chelsea London, 80 Duke of Yourk Square, SW 3 4LY ( Greenery in front of Saatchi Gallery ) (August)
TREND REPORT Oversized turn up cuffs. Creating the new abstract shape on the body with denim,with its symmetrical lengths to a new extent. This style is all about becoming bold and confident as a new key persona approach. High street styling their bandage finishes by turning and folding them up and haute couture are cooperating it as designing feature. This look has crossed over all washes,cuts and finishings of denim. Paired with fitted tops to create abstract silhouettes or layering with even more oversized elements for a more boxed and a volume look. Creating a new fresh look to the young generation.
TREND REPORT
Denim mixed with bold block colours, the new denim upgrade. Off white X Made in crafted and Kenzo are leading the spotlight, pairing it with more denim and coloured bases. Block colours creating its abstract feel in this season of denim. This look is varied with symmetrical and non symmetrical placement. Creating shadow blocking tones on the garments to create a slimming silhouette within the block boxed shape . Being bold with its contrast colour combinations creating a fun and artistic outlook. Best styled when oversized as well as doubling up with more denim in the same wash.
Creative Drawing & Digital Application This project revolves on the subject of personal persona. Interviewing a makeup artist, drama students and a fashion student to see their perspectives on this subject matter and how and if they believe the way the dress effects the way the act in certain situations, leading to the illustrations to the fitting written piece of my publication.
Fa s h i o n
Digital
Ashishs ss13 & ss16 collection is what began my curiosity of creating my digital prints, his big controversial messages in garments is what gave me my story line.​​ Layering, transparency, embellishment, mesh and sequences adding a pop of colour to the neutral base of ss16 is what captured my attention to explore texture and try recreate it in a digital way. Using the Lectra system, Modaris,Diamino and varients as well as photoshop and Kaledo.
Using my concept of water pollution and air pollution combined to create illustrations of putting an image of self damage as a print for a collaboration for his next ss18 collection. Using materials that are found in the water as well as contradiction of sequences and punchinella and a corset for the neck concept as a imagery to how we are causing a restriction of clean air and tightening our freedom.
Creative Realisation
This project was about creating your own starting point for a concept. I looked into bugs and studied its silhouette, structure, colour, shape and movement which has lead me to create various patterns, colour combination and the approach of an amour like atmosphere to the garments.
Creative Practice My white shirt project was revolved around the shape,structure,silhouette and movement a mushroom. Where the inspiration started from watching a moss rot to discovering things growing out of other things which resulted the mushroom and looking into its texture as well as layers. Hussein Chalayan spring 2007 and Junya Watanabe AW2000 given me many influences when creating this piece.