Unit 8 contextual studies for fashion retail

The History of Fashion

The ‘lampshade’ dress Every decade has its psychic of style, a designer above all who is able to divine and define the desires of women. In 1910’s Paul Poiret also known to America as ‘The King of fashion’ expressed fashion through his use of vivid colour coordination's and unusual silhouettes such as his iconic "lampshade" tunic.

The fashion designer held one of his 'unforgettable' fancy-dress balls - 'The Thousand and Second Night'.

He attired his wife in a 'lampshade' tunic over 'harem trousers', which subsequently inspired similar exotic creations and so the lampshade dress gained its popularity.

Poiret effectively established the standard of modern dresses and developed the blueprint of the modern fashion industry. Such was his vision that Poiret not only changed the course of costume history but also steered it in the direction of modern design history.

Poiret's process of design through draping is the source of fashion's modern forms.

1920’s The 1920’s is the decade of the post war fashion when fashion entered the modern era. It was an era filled with economic wealth and lots of glitz and glamour. The fashion of the era is a reflection of people’s luxurious lifestyles and liberated minds. During the 1920’s the was a revolution in women's fashion.

After world war one the united states entered a wealthy era which influenced fashion massively. During this era women entered the workforce and earned the right to vote, and so fashion trends became more accessible, masculine, and practical. The 1920’s is the decade when women first abandoned the more restricting fashions of past years and began to wear more comfortable clothes.

The 1920’s was the age of jazz, which had a huge impact on fashion, heavily influencing it and famously naming it as the ‘Roaring 20’s’.

Although women in society of a certain age continued to wear conservative dresses, a lot of women stepped away from that and created the famous ’flapper’ look due to what they began to wear. The ‘flapper’ look was undoubtedly the most popular look of the 1920’s.

The ‘flapper’ look consisted of beads and loose fitting dresses with hemlines.

Women's dresses moved away from the original s curve silhouette and the elongated triangle silhouette to create a tubular silhouette that complimented their ‘flapper’ look.

1920’s fashion has heavily influenced designers and fashion trends of the modern day. Ralph Lauren, whose designs always have that classic “American” feel, delved into the era for both his Spring 2012 and Fall 2012 runway shows. For his Spring 2012 show, almost every model wore a summer version of the classic 1920s cloche hat, which was a popular accessories to fashion in the 1920’s. In addition to this Ralph Laurens 1920’s inspired collection featured loose fitting clothes as well breads and feathers giving it that 1920’s glamour element.

Also 1920’s fashion has been modernised and made more luxurious and exquisite for a variety of movies and TV programmes as such as The great Gatsby and Downtown Abby.

1950’s 1950’s was the era of rock and roll, which had a massive influence over fashion.

Dior’s New Look full-skirted dress is the most iconic dress style of the 1950s, especially during the first half of the decade. The bodice was very fitted and a very full circle or gathered skirt ballooned out from the natural waistline. The new look was the most popular look for the women of the 1950’s.

1950’s fashion was the retro fashion of the 1900’s. 1950’s trends were all about the feminine look and showing off that hour glass body shape, with fitted waist lines and flared skirts.

The ‘poodle skirt’ was the most popular item of clothing amongst teenage girls in the 1950’s. The poodle skirt designed by Juli Lynne Charlot was a wide swing skirt displaying a design appliqued or transferred onto the fabric, the design often being a poodle, hence why it was nicknamed the poodle skirt. The poodle skirt was featured in a lot of magazines and advertisements as well as movies and was popular amongst celebrities. Due to this many people were eager to keep up with Hollywood trends, adding to the skirts popularity.

A similar design of these skirts became popular in the years 2009-2010. The skirts have been shortened, and the band has stayed. This highlights how fashion trends through out history influence modern day designers. Christian Dior's ‘New look’ was a major shift in post war fashion. The New Look really did change fashion at the time and its influences are still prominent today. The basic principles of the iconic Bar Suit can clearly be seen on some catwalks today.

Women during the 1950s helped mold today's fashions by setting trends and carrying out the styles of designers who dared to be different.

Dior’s trademark evening dress from the New Look period has become a staple style among formal wear, still to this day Dior features his famous ‘new look’ on his catwalks alongside other designers who have featured the ‘new look’ in some of their collections.

As such as, Mary Katrantzou and Junya Watanabe.

Diors famous 1950s new look is also popular among the more eccentric designers such as, alexander mcqueen and again it can be seen on catwalks as of recently.

1970’s The 1970's fashion, began with a continuation of the mini skirts, bell bottoms, and the famous hippie look from the late 1960s and eventually became one of the most iconic decades for fashion ever.

The most famous silhouette for both men and women during this era was tight on top and loose on bottom. The 1970s was the era of the anticonformist approach to fashion, which consisted of sweaters, t-shirts, jeans, and sneakers., which is a massive difference in fashion from previous decades.

In the early 1970’s the tie dye shirt and mini skirt had reached an all time popularity in women's fashion along side bell bottoms and Mexican pleasant blouse which are the face of 70’s fashion. This particular style was known as the ‘hippie’ style. Hippie clothing during this time was made in extremely bright colours, as well as Indian patterns, Native American patterns, and floral patterns which gave 70’s fashion a distinct ethnic flavour.

In the late 70’s Saturday night fever hit the cinemas and held one of the biggest influence over fashion as everyone became infatuated with disco, supporting ruffles and platforms as a major fashion trend during this era.

The 1970s are back and fashion's most full-on decade has never looked better. Flares, platforms, fringe and suede dominated the runways once again at the SS15 shows, as modern-day designers were inspired by the original icons of the era.

While some designers are clearly featuring pieces inspired by classic seventies pieces, such as, culottes, over-the-knee skirts and flared pants, other designers are recreating the seventies era subtlety by using famous colours and A-line shapes rather than specific garments.

Designers such as, Tom Ford, Chanel and Saint Laurent are recreating seventies classics to give modern day fashion bright freewheeling ensembles for everybody to wear.

Bibliography http://collections.vam.ac.uk/item/O15549/sorbet-evening-dress-paulpoiret/

Sophisticated heritage Sophisticated heritage is a popular fashion trend amongst menswear.

Sophisticated heritage is classic military garments recreated with a modern twist to give men that classic and sophisticated look in a more fashionable way.

Designers today have explored classic prints, colours and pieces of military fashion to bring together a collection that represents classic wartime fashion at its best. By modernising the pieces designers have collectively created a sophisticated heritage.

Sophisticated heritage has made a huge connection with both high end and high street brands.

Private White VC Private white V.C is a clothing brand based in Manchester that offers classic war time inspired menswear that pays honour to the brands WW1 hero Private Jack White. Many of the pieces are inspired by classic war time pieces however designers have added functionality and detail for the modern man. Private White V.C is one of the most popular and successful sophisticated heritage brands, playing as a muse for most high street shops.

Sophisticated Heritage

Classic military fashion has inspired many designers as well as high street stores. The old classic vintage look ahs now been modernised by a number of designers to create a more sophisticated look in menswear.

Topman

After researching into the background of sophisticated heritage and classic war time pieces I found that Topman have a collection for men inspired by wartime classics. Topmans military inspired collection focuses on using military colours more than anything which gives a clear and distinctive overall understanding of the inspiration behind the collection.

In addition to this some of the pieces from the collection have been inspired by the style and shape of military clothing. Topmans collection features the original combat boot which gives the collection a vintage feel. The collection also features a variety of inspired military jackets. Topman have made the classic trench coat a statement piece for men by modernising the style and giving it that military element. The classic round buttons placed in a square that featured on most military jackets ties the military look together for this coat.

Topman have made their military inspired collection more sophisticated than just your basic military jacket by adding formal wear into the collection. This links back to the idea of sophisticated heritage and shows how It has influenced this overall collection.

Alongside high street stores, high end designers and brands have also been influenced by classic military fashion. Designers such as Valentino featured the classic war time look on the catwalk for his 2013 spring collection. Valentinos collection hit an all time popularity and so in 2014 valentine made it an official signature of the Valentino brand.

Similar to Topmans collection Valentino also focuses on the use of military colours, using the classic khaki and beige. The use of colours help to describe the militant mood of the collection.

Featured in Valentinos collection is a beige cashmere mac that has occurred through out a number of military inspired collections. The fact this piece is occurring highlights that it is a statement piece of military wear in modern day collections, which again highlights that it is a classic military piece.

Valentino has approached the classic military style with a more formal and fashionable style. Rather than it just be a working uniform, valentine has made military classics wearable occasion wear as well as casual.

This links back to the idea of sophisticated heritage and shows how its influence on classic military pieces has given the range a completely new and unique style.

Zara is another example of a high street shop influenced by classic military style. Zara have created a collection similar to Valentinos classic and formal military inspired collection which links to sophisticated heritage, this highlights that it is a major influence in zaras collection. As previously mentioned the cashmere mac that is an occurring garment featured in military style clothing has also featured in zaras collection. Zara has created a military inspired collection that is diverse from the previous ones mentioned. Zara has featured army print garments in their collection which conforms to the general publics idea of military wear. This sets it apart from the traditional military collections. As well as this zara have also used traditional army clothing colours, such as, the traditional khaki and beige. For most military inspired collections its all about the neutral earth tones.

Although, zara set them selves apart from other collections again by adding a hint of burgundy in their collection, which makes their collection more modern and in season as a burgundy is favourite for this A/W seasons colour trend.

Zaras collection fits in with the idea of sophisticated heritage as they have proved it is a must for a modern day mans wardrobe when it comes to autumn and winter.

1970’s Fashion, flowers and peace signs became the symbol of the movement during the 1970’s.

1970s fashion was influenced by African culture, clothing styles and fabric for this particular era were inspired by this non western culture. You can see the influence through the colours and patterns used in 70’s garments.

1970s the era when the hemline dropped and A line silhouettes became the main focus for 70’s garments. In addition to this, in the 70’s women's fashion broke from convention and bras and corsets were disregarded by most women.

Women used their new found freedom in fashion to wear traditional male clothing, for example, baggy trousers and oversized t-shirts. In the 1970’s fashion became unisex and both men and women wore similar trends.

Bright and bold colours and patterns were one of the biggest 70’s trends. During the 70’s fashion became daring, diverse and carefree. This was the era when people began to showcase their own sense of style.

Tie dye and paisley print were popular prints during the 70’s and 70’s garments were often decorated with fringes and beads. The 1970’s was the era of the hippie and disco. Hippie fashion was influenced by the Vietnam war, when teens adapted the hippie way of life and valued love, peace and freedom. Hippie fashion was the retro look which consisted of flares, jazzy prints and denim.

During the 70’s men's fashion became more bold and daring. This meant colourful ties and bright fitted shirts with collars.

Throughout the decade the famous flared pants were a popular piece with both men and women.

TV film and music held a powerful force over fashion in he 1970’s. Charlie's angels was the soul reason behind the demand for flared trousers. Alongside the wonder women series popularised knee high boots. Whilst Saturday night fever featuring John Travolta had women wanting the disco style of dress.

Away from TV and Film, music stars like David bowie influenced 70’s fashion with the glittery style of glam rock. Also, Popular disco music genre inspired its own fashion craze in the mid 1970’s. Disco clothing was designed to show of the body and shine under the dance floor lights. Popular items for women during this era were, hot pants, body suits and platform shoes.

1930’s

Following the fall out from the great depression in America fashion was profoundly changed. Since 1930s was the era of the great depression women made their own clothes. During the great depression, many people were forced to give up a lavish lifestyle, but an ear of big brands and nightlife remained. In the 1930’s women's fashion was just as glamourize as the 1920’s just in a different way. In the 1930’s fur was in as well as floral patterns, make up was chic and shoulder patterns were important and it was the era were hats became less important.

Women’s fashion shifted to a wardrobe of femininity, and at the start of the 1930s, trends emphasized the natural waistline as way to close out the boyish look of 1920s fashion. As the 1930s was the return of the ladylike appearance busts and waistline curves were seen. Longer skirts and natural waistlines were shown everywhere in the 30’s. Skirts were frequently longer at the back and pleats were inset into panels from below the knee to give more fullness at the hemline in attempt to bring back the traditional womanly look. The bias cut also became popular during this time as a way to drape and gather fabric diagonally to emphasise the female figure.

In the 1930s, dresses had shapely lines and aimed to celebrate the female figure. During the 1930’s women didn’t show much skin. Women wore dresses everywhere. It didn’t matter if they were at work or at home, it was vital to wear a dress. Women wore dresses that emphasised the shoulder. For women, this included butterfly sleeves, puffed sleeves and angular shoulders, which in turn would give the illusion of a smaller waist.

Evening fashion was influenced by Hollywood glamour, what was worn on the screens became acceptable on the streets. Whilst daytime wear was inspired by women like Kathrine Hepburn who took a turn for the practical and embraced sportswear. Women has more productive and busier lives during the 30’s and so simpler pared down clothes became more popular as it gave them freedom of movement in daily life. Due to this women ditched the evening glamour wear to wear more practical clothes of a day.

Swedish actress Greta Garbo became an icon for many women looking for wardrobe inspiration. She became renowned for her practical and elegant dressing, which reflected 1930s fashion. Femininity was key during 1930’s fashion. Fluttery and puffed sleeves were a detail of 1930s blouses. Form fitting sweaters were also a popular trend amongst young women. Boleros and clutch coats were outwear that became a popular staple during the 1930’s. They provided an easy and stylish way to add shoulder attention to a dress.

1930’s menswear was all about the athletic body, seen in boxers and superman it became the ideal men's shape. Clothing reflected the new shape with extra broad shoulders, thin waist and tapered legs. Inspiration came from British guard officers overcoats. Overcoats angled down to the waist creating a ‘V’ shape from the neck to the waist. ‘V’ shapes also appeared on men's topcoats and suit coats. The ‘V’ shape was a popular trend amongst men during this era. They were designed to make men appear larger and more masculine.

During the 1930s trousers spread further up the waist and hung down in column like shapes. Most men's trousers were quite wide compared to todays slim fitting trend. During this era sweaters were very popular amongst men as they saw them as a fashion element. The classic sweater was a knitted V neck with no collar usually knitted by wives. Ivy caps and fedoras were a popular accessory in everyman's wardrobe during the 1930s.

Similarities and differences- 1920’s & 1970s 1930’s&1960’s Similarities – 1920&1970 Both 1920’s and 70’s fashion were influenced by war. 1920’s fashion was post war fashion, which meant the end of the war reflected how they dressed. Similarly to this 1970 was the era after the Vietnam war, which encouraged people to dress in a more care free way that reflected peace and love, which is where the hippie look came in.

Both 1920’s and 70’s garments had similar shapes. They were typical tight on top and loose at the bottom. This was reflected clearly through 1920’s flapper dress and the 70’s famous flared pants.

The 1920’s was the year sports wear was developed and by 1970’s it was a popular choice of clothing amongst many.

Differences-1920&1970 The 1920’s was an era of more conservative clothing, unlike the 70’s when skirts became a lot shorter and showing skin was a trend.

1920’S clothing kept to a minimum colour palette, they just had your basics, whilst the 70’s was an era were clothing was a lot more adventures and so bright and bold colours were used.

In both 1920 and 1970 the choice of music represent the fashion and peoples clothing choices. 1920s was the era of Jazz which was a quite sophisticated genre of music, which was reflected through their fashion choice as most of the women wore classy and sophisticated dresses.

Whereas, 1970s was the era of Funk, disco, soft rock and hip rock .

1970’s music was more daring and people became aware to the variety of music genes around and so the music they listened to reflected their individual fashion choices. Overall, 1970’s music was daring similar to 1970’s clothing.

Similarities-1930&1960 1930 was the era when the ladylike appearance returned and women began to dress more feminine again. Similarly, 1960 was the era when women began to wear short dresses and had big hair to showcase of their womanly features.

Differences – 1930&1960 Dresses in the 60’s were a lot shorter than those of the 30’s as women during the 30’s were a lot more conservative.

Menswear during the 30’s was all about achieving that athletic body. Most men dressed with a sophistication about them as men's clothing during this era were inspired by British guard officers. In contrast to this, 60’s menswear was edgy and outrageous. Men during the 60’s wore leather jackets, which were quite a rebellious garment.

Men during the 30’s were all about their appearance whilst men during the 60’s were more daring.

Market Research on current trends

Product

Era

Comparisons This coat I found at river island is clearly apart of the military trend. From the garment I can see that the clear source of inspiration is classic war time garments. This links back to 1940s fashion, which was based off the war so most garments reflected the military. The classic khaki colour has been used for this coat as well as the fur collar which a lot of military men wore. Also the coat features the buttons placed out in a square which is an iconic detail of 1940s fashion. This also links to sophisticated heritage.

Also, at river island I found this embellished tank top.

From looing at the top I can see clearly the relationship it has with 1920’s fashion as it reflects the glamourize lifestyle of the 1920’s. The 1920s was an era of economic wealth and glitz, which is reflected in this river island top.

The top has lots of embellishment which fits in with the 1920s flapper look which was the most popular and iconic look of the roaring 20s.

The pastel pink skirt shown on the right holds complete resemblance to one of the 60’s most iconic garments; the tweed skirt. Although this river island special is not made from tweed you can clearly see the link it makes with 1960s fashion. 1960s fashion was all about feminine chic and this skirt falls right into that category with its soft feminine pastel pink colour. The colour its self clearly highlights the era it has taken its inspiration from as the 60’s was all about pastels. This skirt also fits in with the 1960’s ‘sweater girl’ look.

Product

Era

Comparisons The fur coat is a continuous trend in high street fashion as it a popular A/W garment. The fur coat was also a popular fashion staple amongst various eras. This seasons fur coat trend has been influenced by 1920, 30 and 70s fashion. Back during those eras the fur coat was a luxurious staple piece showing of elegancy and wealth. During the 20s and 30s the fur coat reached the mid calf and usually stuck to using neutral and earth colours. Whilst in the 70s the fur coat became a bit more vibrant. However, This season we've modernised the fur coat by making it a lot more daring using bold and bright colours as well as pastels and experimenting with the style and shape. This shows that the fur coat will never be out of style.

By looking at these jeans I found at asos, I can clearly see the influence from the 70’s famous flares. This season the 70’s has made its come back, bigger and better. These flared jeans just scream 70’s as denim was a huge trend back in the 70’s as well as the flares, which were both inspired from the famous TV programme, Charlie's angles.

These flared jeans give off a more carefree look which was what the 70s was all about.

This metallic dress found at Topshop resembles a 1980’s prom dress. The metallic silver was a popular fabric choice in the 80’s as they were all about the bold and unique garments. Also, the dropped hemline on the dress also links back to 1920s dresses when then hemline began to drop.

Product

Era

Comparisons The denim skirt is a popular garment this season as I found it in most high street shops when conducting my research. The denim skirt clearly links to 1970s as it was the 70s when the denim skirt was first created and reached its all time popularity. Also, these a clear link with the 70s as the skirt has that 70’s flare. The main style of the 70s was loose on bottom which this skirt represents.

This bright and bold tailored skirt suit makes a clear similarity with 1980s fashion. 1980s was all about the bright, the bold and the different. The neon colours shown in this garment clearly show what the 80s are all about. In addition to this coords were quite popular in the 80’s therefore this tailored co ord suit just screams 80’s all over.

For me this unique garment I found at nasty gal appears to have taken inspiration from Paul Poirets ‘Lampshade’ dress. In 1910 Paul Poiret was inspired by similar exotic creations to create his iconic lampshade dress. The lampshade dress held a unusual silhouette, which this top also holds, therefore I can see the clear relationship this top has with 1910’s fashion.

Product

Era

Comparison These Topshop boots are perfect for A/W. As one of the biggest trends on the high street is the 70’s comeback this season there is no surprise these boots have appeared. I can clearly recognise that it was the influence for these Topshop boots. The platform boot was a popular and iconic shoe of the 70’s, worn by both men and women.

After conducting my market research I chose 10 garments from various high street and online stores and compared them to fashion staples from different past eras. I found the most popular trend on the high street was the 70s comeback. Almost every shop on the high street has a 70s inspired collection, the most popular garment being flares an platform boots this A/W season. Flares is one of the most popular styles and shapes of pants on the high street as well as skirts, which also have that 70s inspired flare.

I found one of the main colour schemes on the high street was earth tone colours with a hint of burgundy. As suede is one of the current high street trends a lot of the garments have that traditional neutral suede colours. However, burgundy has made a huge appearance this season.

In addition to the 70s comeback the 60s has also made a subtle comeback and some high street stores have the iconic tweed skirt and the sweater girl look in stores.

Finally, I found fur was a massive trend this A/W season. Every high street store featured fur in their A/W collections, ranging from fur coats, Gillet's and even accessories. Fur is a continuing staple throughout past eras also.

For me it appears that the 70s comeback is the number one trend this season.

Catwalk Trends

Forrest Fruits

Flares

Catwalk A catwalk is a platform allowing models to demonstrate clothes and accessories. The catwalk is a place for the top high end brands and designers to showcase their latest collections each season.

Catwalk trends are always the main topic of conversation in the fashion industry. “What’s on the catwalk” is a phrase used to refer to what is new and popular in fashion.

Most fashions and trends are seen on the catwalk first.

Catwalk fashions give inspiration and direction to high street stores. Catwalk fashions are more abstract and out there in comparison to high street and mass market fashion.

Catwalk shows usually have a theme, which showcases the inspiration or influences behind each collection, which allows us as viewers to visualise the influences and get a feel of the whole collection through the scenery, music and venue etc.

High street High street stores are affordable for the average person but also keeps up with the latest fashion trends as in store garments are based of current trends. The high street always delivers when it comes to fashion. Without the catwalk fashion, high street fashion would have no direction.

Most high street stores are reasonably priced and are not far behind the catwalk with trends, whilst others are can be a lot more pricey. Most high street stores interpret catwalk fashion in a more practical and accessible way and most of their garments are of a good quality. Although the quality of clothing in high street stores isn't as good as the catwalk it is long lasting and customers tend to keep the garments for a while.

High street fashion is one of the major influences over street style, and so it is more popular amongst both the working and the middle class.

Mass market Mass market fashion is fast fashion. Fast fashion clothing collections are based of current fashion trends showcased at fashion week. Mass market stores sell cheap and affordable clothes that replicate both those on the high street and on the catwalk.

Mass market fashions stores work with factories in developing countries in order fore trends to be designed and manufactured quickly and inexpensively so they can sell them to the public for a low price.

Mass market fashion stores deal with a lot of criticism for contributing to poor working conditions in developing counties. Mass market fashion stores, such as, Primark don’t invest in advertisements as their products are constantly changing due to trying to keep up with trends.

Due to the fast construction of clothes, most mask market stores don’t have consistency with their sizes, which makes their clothing much more unreliable than high street.

The quality of mass market products are terrible compared to high street and catwalk. Unlike the high street and catwalk garment, the mass market garments don’t last as long so customers aren’t getting a lot of wear out of the product, which is why they are so affordable.

BEACH VIBE

I chose a palm tree as my source of inspiration behind my collection. From this I decided to create a collection based on boho / beach style.

I created a concept board that highlights what bohemian style is all about and related back to the concept of a palm tree. Since palm trees are a tropical plant mostly found on beaches I decided to give my boho collection a beachy vibe.

I featured a lot of blue and green tones on my mood board as they are recurring colours found on the beach, I found that green is the colour of nature which represents the leaves of the palm tree whilst blue is the colour of calmness which is what I believe the bohemian style represents.

Also, I used a lot of clean white garments as it is a common colour used in bohemian clothing as it is the colour of peace, which I feel again represents the bohemian style.

In addition to this I have chosen neutral earth tone coloured shoes and golden accessories as they represent the palm tree itself and the golden sand of the beach.

Most of my chosen garments are flared and loose fitting, I feel like the shape of my garments represent the feeling of freedom at the beach and the wind blowing through the leaves of the palm tree.

For me my collection, which I named palm springs, it is all about the palm tree and floral print, the flared and loose fitting garments and the clean white look. I have made my collection for the spring/summer as it fits in perfectly with the season.

Also, I believe my bohemian collection draws on the 1970’s hippie trend that was big this spring/summer as the bohemian style is similar to the 70’s hippie style, which again was all about the floral prints and the flared loose fitting garments.

Africa on the catwalk

Heat

Safari Bold

Tribes

AFRICA

Desert

Fruit Landscape

Madagascar Animal print

African Culture and fashion In Africa a lot of garments are handmade. Most Africans learn how to carry out weaving techniques in order to develop beautiful cloth. African people converted beads to create beading clothing. The colours and patterns of the beadwork distinguished the different African tribes as well as differentiated people by sex, age and social status.

Animal hid clothing is a traditional clothing material used by many cultures in Africa, most often made from the skins of domesticated animals. Whilst most of the garments made from animal hide remained plain and simple, others were decorated using beads or metal ornaments.

The traditional African dress is bold and often vibrantly coloured. African clothing is all about the print and so a lot of African garments feature Aztec and tribal print, the tribal print representing the fact Africa is a tribal place. African fashion influenced a lot of 1970s fashion and you can see the influence through patterns, styles and colours.

Africa has a rich tradition of arts and crafts. Certain African cultures have always places emphasis on personal appearance and jewellery has always been an important personal accessory. Africans enjoy layering their jewellery and exaggerating their jewels by having facial and body piercings. The body is a template for art to the Africans and so they enjoy a lot of face and body paintings.

African culture influences their fashion in various ways. Africa is full of many different tribes of people and so the tribe they belong to influences the type of decoration they have on their garments. Also, the culture of arts and crafts influences their fashion massively. Their creativity is shown through the colours and patterns of their garments.

India on the catwalk

Jewels

Food

Bold Temple

Henna

INDIA Heat

Religion Weddings

Indian culture and fashion Indian clothing is associated with the local culture, religion and climate.

India is the birthplace of Indian religions e.g. Hinduism, Buddhism and Sikhism. Due to this most Indian garments are appropriate and conservative for the most part, yet their garments are still very glamour's and appealing.

A lot of Indian garments are not stitched together as they are ready to wear, for example the sari.

The sari is a famous piece of Indian clothing recognised by most people around the world. The sari is usually made from silk or cotton and is draped over the body in various styles. The sari is always worn with a choli or blouse.

Gold is a popular colour in Indian fashion. It is believed it has the power to purify anything that comes into contact with it. Most Indian clothing features a lot of embellishment and is very bejewelled with the occasional embroidery.

During the 30’s the establishment of Indian cinema proved to be a strong influence on fashion. Since then India can boast of many leading fashion designers who have recreated/showcased Indian fashion through the Indian concepts, styles and design. Today fashion designers of India have created a lasting impression on the world fashion market.

Mexico on the catwalk

Bold

Dance

Heat

Food Sombre

Day of the dead

MEXICO Flowers

Celebrations / Festivals

Mexican Culture and fashion Mexican clothing combines native and European elements. Traditional Mexican clothing was designed to keep people cool in their climate. Clothing regularly includes lots of embroidery, images and patterns that hold a symbolic meaning. Mexican clothing reflects carnival clothing as it is often bright, vibrant and fun.

Most Mexican garments are made from cotton, bark, agave and wool. A lot of Mexican clothing is dyed to get those bold colours. Typical women's clothing includes a “Hupil” (sleeveless tunic), “quenchquemital” ( Shoulder cape) and a “rebozo” (shawl). These tree items were a typical outfit for a woman as women in Mexico dress in several layers. Mexican fashion consists of elegant clothing and is not shameless. Mexican women prefer to dress more delicate and feminine.

Lots of flowers are worn in the hair of Mexican women, the flowers are often marigolds.

Marigolds are important in Mexican culture as they believe it is a way to commemorate the dead. In contrast to this Mexicans also use flowers for embroidery on garments as a form of decoration to beautify the garments.

Mexican accessories include, ribbons, sea shells and fish bones.

Day of the dead is a Mexican holiday celebrated on November 1st and 2nd. Mexicans believe for 24 hours the gates of heaven open for deceased children to reconcile with their families.

Mexican people mould sugar skulls using clay and paint and decorate them to encourage their departed loved ones to appear on day of the dead. The skulls are usually placed on the graves of the deceased. The sugar skull has become a iconic symbol in Mexican fashion. This is an example of how the Mexican culture has influenced fashion.

Compare and contrast A lot of Indian people decorate their face and arms with henna. Henna is a form of temporary tattooing. This is similar to African culture and fashion as they also decorate their body in forms of art. Similarly, Mexican culture are also into arts and craft due to their holiday ‘The Day Of the Dead� were Mexicans make and paint sugar skulls.

In comparison with each other, all cultures have a culture of arts and crafts.

All three cultures are famous for their vibrant fashion choices. After researching I found all three cultures share a similar love for bold colours, decorative garments and bold accessories. All three cultures have over the top exaggerated fashion.

Whilst both India and Africa share a similar love for jewels and facial piecing's. Mexico favours natural and manmade accessories as such as, flowers, fish bones and sea shells.

Also, through my research I found that all three cultures dress quite appropriate and conservative for the most part.

Cultures on the high street

Cultural influences on the fashion industry From what appears on the catwalk to high street stores, cultures around the world are responsible for influencing and shaping the fashion industry. The opportunity to travel and go on holidays has provided people with the perfect opportunity to explore and witness first hand the unique and diverse fashion around the world.

The beautiful fabrics of India have played a fair part in influencing the modern world of fashion. The famous Indian sari has had a major influence over the fashion industry in the western world, through its bold use of materials and vibrant colours. Modern day designers have brought the original Indian sari to life in the western world of catwalks and high street stores in past decades.

A Nigeria born designer Duro Olowu combined a vintage couture fabrics and silhouettes with African print, to bring traditional African fashion to life on the catwalk. Since then many designers, such as, Kenzo, Diane Von Furtsenburg have took inspiration from this collection to channel traditional African fashion Into some of their designs. The number of fashion professionals wanting to merge authentic African fashion with both high end and high street fashion is increasing. Beyond the fabric, the African influences brings us vibrant, well constructed designs. Although, the African influence may not be apparent due to the lack of tribal print. African fashion holds a major influence over the fashion industry. A lot of designers have hand crafted garments and accessories that resemble the vibrant and rich fabric culture. The African influence in fashion tends to thrive through African born designers who have an impact on the world of fashion, as well as other designers who find inspiration from their African inspired collections.

A lot of modern day designers have taken inspiration from traditional Mexican fashion through their use of vibrant print and embroidery. Unlike the subtle African influenced garments on the catwalk, the Mexican inspired garments show their source of inspiration quite clearly through the tiered skirts and use of floral embroidery, Designers such as, Roberto Cavalli, Gucci and Prada have featured Mexican inspired garments on their catwalks.

From researching all three cultures, I have found that it is African culture and fashion that has made the biggest impact on the modern day fashion industry, as many designers have been inspired by their culture to recreate their fashion in a modern way.

http://www.vogue.in/content/why-the-sabyasachi-for-nilayacollaboration-is-unlike-any-of-its-kind/

Tommy Hilfiger recently showcased his ready to wear S/S 16 collection. It was a collection of island-ready pieces, with daring and bold stripes and tropical floral-printed dresses.

Hilfiger took inspiration from the Caribbean islands were he has a home. Also, to me it appears Hilfiger's collection took inspiration from traditional African fashion. The bold prints and colours reflect traditional Caribbean and African fashion clearly. Also, Hilfiger has featured symbols on his garments which is a traditional trademark in African fashion.

This fashion show is a prime example of how designers are popularising ethnic cultures and making people of the western world alert of how other cultures dress and live. As Hilfiger has a home in the Caribbean he is able to see first hand how people of that culture dress and live and so he is able to accurately reflect that through his designs and shows.

Cultural Issues in fashion In their ongoing search for new, unique and exciting looks. Fashion designers sometimes borrow elements of foreign cultures. However some members of these cultures don’t appreciate it and accuse designers of cultural appropriation.

Over the past fifteen years cultural appropriation is a growing controversy in the fashion industry. A lot of controversy comes from cultures claiming designers do not know nor appreciate the history behind the garments used, therefore they should not be using it, especially inappropriately.

During the annual Victoria secret show, model Karlie Kloss was scrutinized for wearing a native American headdress during her walk on the runway. After controversy broke out a mixed heritage women was interviewed and stated that the head dress is a symbol of leadership and honour and has religious meaning behind it and Victoria secret did not portray this through their fashion show.

Ethical issues in fashion A major ethical issue in fashion is labour exploitation.

Modern day slavery currently affects 30 million people and used throughout the production of many clothing products sold across the globe. This is labour exploitation.

Across in poor working countries employees of clothing factories are forced to work up to 18 hours a day in poor working conditions to produce garments for the mass market.

The majority of employees in these factories really earn more than 2 dollars a day. Most garment workers earn less than the national poverty level set by the government. This is labour exploitation as people in poor countries are working more hours than most people across the globe for a much lower wage that is almost worthless.

These workers work day in and day out to produce garments that cost them less than 29 pence make that are sold in stores for a higher price.

In 2013 610 people lost their lives after a factory in Bangladesh collapsed killing the workers inside. This was due to the poor working conditions.

Ethical Issues Continued: Primark

A cry for help note was found in a pair of Primark trousers. The note read “SOS! SOS! SOS!” in English and a message in Chinese scripture which read that workers were trapped in a jail once translated.

In addition to this two women also found a cry for help in garments purchased at Primark. The labels read “DEGRADING SWEATSHOP CONDITIONS” and “FORCED TO WORK EXHUSTING HOURS”. These garments came from a factory in Bangladesh. The messages are not part of a hoax these are a genuine cry for help from victims of labour exploitation.

SOUTH AFRICAN AND CULTURE WEEK

The south African culture and fashion week is a fashion showcase held in the UK. The event is held to bring African designers to the UK. The showcase is filled with fashion and entertainment with an African theme. South Africa is an emerging reputation in the fashion sector and so this event is held to popularise the culture.

The show supports MALUJU- South African artists for peace by donating 5% of all net profits from the show.

By holding shows like this in the UK it arises awareness of African culture.

ALANA ALANA is a student organisation for several major racial and cultural group.

The annual ALANA fashion show demonstrates to students what it means to be culturally diverse.

The fashion seen in the show were students own clothes as well as tailored handmade professional pieces that stylized both American attire and traditional cultural clothing.

The ALANA showcase is not just your average fashion showcase. ALANA also works to present racial disparities in America and around the globe.

The students used the theme of ‘Empowerment for the future’ to deal with problems like educational discrimination, cultural assimilation and racial stereotyping.

The message of the ALANA fashion show is to expose racial and cultural issues as well as reveal the beauty and unique originality of races and world cultures.

A conversation took place online about the way we discuss cultural apportion.

Black culture has heavily influenced America and the rest of the globe in the 21st century.

From fashion to food to language mainstream has benefited from popular black culture.

It has been discussed mainstream culture feeds of and takes credit of the work that people of colour do. They adapt a black culture lifestyle, which is good as they are promoting and popularising a different culture to their own. However, they are publicising it in a wrong way. E.g celebrities like Miley Cyrus and Iggy Azelea.

Blacks are discredited subculture but despite this they have still created trends, art, fashion and music to connect with their past and be proud of their culture.

Bibliography http://www.derbytelegraph.co.uk/Cultures-Influence-High-StreetFashion/story-17276904-detail/story.html http://www.oswegonian.com/2015/09/24/alana-hosts-fifth-annualfashion-show-with-spotlight-on-culture/ http://www.safacw.com/about/ http://styleblazer.com/421933/dear-white-people-can-appropriationever-not-offensive/

Celebrity Influences on Fashion Kim Kardashian Kim Kardashian is the star of one of the most popular reality shows of our time, ‘keeping up with the kardashians’, which means her life is constantly broadcasted around the world for people to see. Due to this people are constantly following her life and keeping up with every step she takes.

Kim is one of 2015’s biggest celebrity's being the most followed celebrity on Instagram with over 44 million followers and counting and being married to singer/rapper and fashion designer Kanye West, which is her main source of inspiration for the way she dresses.

Kanye being a designer himself and a fashion icon styles Kim’s wardrobe, making her one of the most influential celebrity's in women's fashion.

Due to her amazing platform on Instagram Kim is able to broadcast her latest looks quick and easy for followers to take inspiration from and talk about. Also, in addition to this Kim recently launched her ‘Kim Kardashian’ app where you can find the latest fashion trends and her go to looks as well as make up tutorials, which is another thing that Kim holds influence over the public. Kim Kardashian is massively into contouring and highlighting which has lead the public to become contour and highlight obsessed, recreating the whole Kim Kardashian look upon themselves.

Also, There are many websites on the internet that inform the public on how to recreate Kim’s style. Websites such as, Steal her style and polyvore dedicate a space on how to get Kim’s look for less.

Kim Kardashian has recently been spotted front row at catwalks in New York, Paris and London Fashion week, which shows she has a major influence over the fashion industry as she is considered important enough to be front row amongst some of the most popular and well respected designers and fashion icons.

Oliver Rousting, head designer at Balmain Paris stated “the way Kim dresses is a way of communicating fashion to the people”. This implies that not only the public but also major fashion designers agree that Kim Kardashian holds a massive influence of fashion today. For designers, having an icon like Kim Kardashian who show cases their garments to the public eye is a positive as it encourages the public to buy these garments and keeps people talking about what designer Kim is wearing. However, a downside to this is that a lot of people look to Kim Kardashian for inspiration but her clothing is not made for every body type. The clothes Kim promotes contain lot of tight fitting clothes to show of her body and curves, which a lot of people don’t have. Therefore, Kim has gained a bit of a negative reputation for the way she dresses as its promoting a negative body image for younger viewers as they don’t fit into Kims body category.

In addition to this, Kim has received a lot of negative comments due to her sense of style during her pregnancy's. Unlike most Women, Kim does not conform to the idea of sweatpants and baggy jumpers when pregnant instead she sticks to her body con dresses and crop top co ords. The pressure of being an icon for Kim pushes her to taking risks like wearing tight fitted clothes that could potentially cause issues for both her and her child.

Women's rights and the influence on fashion The women's rights movement had a strong effect on women's fashions. The women's rights movement encouraged the discard of the corset and the rise in hemlines allowing women's legs to be shown for the first time in centuries. The women's rights movement gave women the right to vote which also gave them a new sense of freedom.

The right to vote lead to youths feeling liberated and so they desired to create their own culture which embraced their own values. Women no longer desired to dress like the older generation and even tried to look younger than they were. They did this by choosing to wear clothes that did not emphasise their curves and tried to look like pubescent girls, due to their new found freedom.

Women had a new freedom they never had before and so they became free spirited and fun loving. After women's rights were established, women found a new love for jazz music and so they began to adapt to the ‘flapper’ girl look. The ‘flapper’ look consisted of free flowing dresses decorated in the most glamorous embellishments. This highlights women's new carefree lifestyle.

Fashion is a way of showing who we really are to people through a creative outlook. For the women of the 1920’s they had just become their own people with the right to vote and so they used their new sense of freedom to showcase what they were really about through their fashion. They allowed themselves to be fun and adapt a new sense of style for all women to mark this memorable moment in time.

After the women's right movement a more masculine look became popular amongst some women. The forever famous Coco Chanel was the first women to wear trousers and cut her hair into a bob and rejected the corset. Chanel was the most influential women of the 1920s and so this effected majorly how women dressed during this era.

Chanel designed clothes for women who used their new freedom to manage their own money and move closer to the world of economics and politics.

Chanel designed sophisticated and elegant clothes that were comfortable for women.

The iconic two piece suit is something Chanel took pride in designing for these women.

Coco Chanel

Allen Solly This image is very unclear about what it is advertising. The image has two main focuses, the blue shirt and the blue painted car., which can be confusing for consumers.

The advertisement uses the slogan ‘I HATE UGLY’ which indicates that the car was considered ugly by the male in the image until he repainted the car blue, which also is the colour of the males shirt. This portrays the idea to the consumer that the males shirt is what makes both him and you look good. By wearing that shirt you wont be branded as ‘ugly’. The advertisement comes across rather cocky once you understand the message.

In my opinion I don’t believe the advertisement works very well as the main focus is unclear to consumers. Also, the slogan used might offend people as it comes across as a degrading message.

However, I researched into the designer and found that the slogan ‘I HATE UGLY’ is an occurring slogan used in most of Allen Sollys advertisements. Therefore, this makes it a recognisable brand to some consumers. If consumers recognise the slogan used then they are more likely to take an interest in the advertisement, therefore the garment will make sales.

If I could change any one thing about the advertisement, I would make the shirt the main focus point of the advertisement. For consumers to see and understand more clearly.

Customer Profile: From the advertisement I can see clearly that the target audience for this brand are young males between the ages of 20-30 who like to keep up with their appearances.

The image of the car being painted that is used in the advertisement indicates that the typical customer may have hobbies that include cars and DIY. The dull and rough back ground indicates that the brand is not a luxury brand, so the typical customer is most likely to be a working class male who likes to buy affordable clothes that allow him to keep up with his appearance.

The location of the target customer typically would be Camden, London.

Chanel This image is an advertisement for the famous, successful and well known brand that is Chanel.

The branding of the product featured in the advertisement is very clear to the consumer as the brand name is printed in a rather large and bold font in the right hand corner of the image. The font used is rather large to so consumers wont miss it when looking at the advertisement and due to the brand name being so recognisable consumers will be enticed in the image.

The slogan used for the advertisement ‘I DON’T DO FASHION, I AM FASHION’ is rather confident and cocky. However, this works really well with the advertisement as the brand is a well known brand, so the bold and daring statement captures the brand really well.

On the other hand, a downside to this advertisement is that there is hardly any focus on the garment. The model wearing the dress is laying down in a position that doesn’t allow us to see the front and style of the dress. Although the print of the dress is rather bold and daring the advertisement is still not fully capturing the importance of the garment.

However, as Chanel is such a big, well known brand the garment does not need to be the main focus of the image as the brand name is enough to entice the consumer.

In addition to this the slogan used for the advertisement is relying on the slogan and brand name for the sales of the garment.

Although, I think the advertisement works really well for the rand if I could change one thing about it I would change the position of the model to fully showcase the garment.

Customer Profile: For this brand the typical customer is of a wealthy background. From this image I can clearly state that the target audience for this particular advertisement is a young and wealthy woman who is quite confident in herself and takes an interest in fashion.

The pose from the women gives of a very sexy vibe which indicates that it is aimed at young confident women, as well as women who are looking for their inner confidence as the pose is suggesting the dress will make you feel and look sexy.

The target audience for this advertisement is a middle class women who works a good job and has hobbies that include elegant parties and dinners. As well as a women who takes an interest in fashion and keeps up with all the latest brands and trends.

The typical location of the customer would be Paris, London, New York etc.

Jockey Unlike the previous advertisements we as consumers can see clearly the main point of focus in this Jockey advertisement as the garments are at centre point in the image and so the main focus of this advertisement is the garments themselves.

The slogan used for the advertisement ‘ WIN OR LOSE YOU’LL STILL LOOK THE BEST PLAYER’ fits the advertisement rather well. From the brand name and garments shown we can clearly see that this is an advertisement for the brands traditional British sports like wear., which links in with the slogan. Due to this there is a no confusion about the message and the main focus for the consumer. The slogan sells the advertisement rather well as it is stating whether you win or lose you'll still be the best and look the best if you wear the brands clothes.

However, one segment of the advertisement that may cause a bit of confusion for the consumers is the woman. The advertisement is unclear about whether they sell women's clothes or whether she is just used to help sell the advertisement. This may be misleading to some consumers.

Although the women is looking at the man whilst he looks at the consumers, highlighting that he is in fact the main focus of the advertisement. By looking directly at the consumers the male is encouraging the consumer to pay attention to the advertisement and buy the clothes.

After observing and analysing this advertisement I would not change a thing about it as I believe it sells the product and brand really well to the consumer.

Customer Profile: From this advertisement it appears that the typical target audience for this brand is a Middle class, middle aged man.

The clothing garments from this brand indicate that the typical customer will be somebody into traditional sports, such as, tennis and polo. These sports are more classic sports, which is what the brand is.

The location of this customer would be London, England.

Red Tape This advertisement is a very obvious advertisement. The shoe is the main focus for this advertisement as it is in the fore front view of the image, clearly indicating that it is the product the brand are advertising.

The brand red type are a urban wear brand, which is highlighted through the advertisement. The shoes reflect the city background rather well, which fits in with the idea of a urban lifestyle, which the brand is aiming to sell.

The slogan used in the advertisement ‘CHOOSE UR PLAYGROUND’ uses slang to appeal to their target audience, from this we can clearly see that their target audience is teens and young adults, as they fit perfectly into the idea of an urban lifestyle.

Also, the slogan is used to sell the idea to consumers that if they buy those shoes they will also buy into the whole urban lifestyle that the advertisement is portraying. By showcasing this through the image and slogan the brands advertisement could be quite successful.

Customer Profile: The target customer for this advertisement would be male teens and young male adults. The advertisement is specifically aimed at males who are rather edgy and urban as the brand is urban wear.

The typical consumer of these shoes would have interests in sporting activities like skate boarding and free running.

Typically, the target audience for this advertisements just normal working class men.

The typical location of the customer would be New York City and similar places.

Dolce & Gabbana This advertisement highlights the luxury of the brand through the bold metallic gold colour used for the garments. The background used in the advertisement as well as the garments compliments the futuristic feel of the advertisement. The models used in the image create a visual image of perfection, the models used are quite chiselled and handsome. The Models used in the advertisement don’t look real, they look as if they’re almost plastic. This contributes to the idea that it is an unrealistic advertisement.

The models used in the image portray the idea to the consumer that if they but the garments modelled by the males in the advertisement then the consumer will receive the whole look of the model and garments as well as the cool and luxurious lifestyle they are portraying.

Overall, the product in this advertisement is very clear to the consumer, which is what makes this advertisement so successful.

Similarly to the Chanel advertisement the brand name is printed in large bold writing on the advertisement. This is for the purpose that because it is such a well known and successful brand, the name is enough to sell the garments to consumers without them being broad casted across the advertisement.

Although, the advertisement works really well, if I had the chance to change one thing I would change the positioning of the model as I feel it does not look completely professional.

Customer Profile: The target audience for this particular advertisement is a middle class man between the ages of 20-30.

The gold garments reflect the idea that the target audience are males who typically are middle class and have wealthy Jobs, for them to be able to afford this luxurious brand.

From the advertisement, I have gathered that the interests of the target audience would be somebody who's interested in fashion and all things strange and unique as well as someone who enjoys the luxury lifestyle.

The location of the customer typically would be a City.

This advertisement was for a River Island Campaign in 2011. The advertisement Doesn’t give away any clues as to what its specifically advertising, which doesn’t do anything in River Islands favour as consumers will not buy into an advertisement if they don’t understand what the brand is aiming to sell.

The image of the women in the bath may be quite intriguing for consumers, it comes across as inviting for customers as they're not broadcasting what they sell in stores its inviting customers into the store themselves to see what they sell. By giving no details away River Island are trying to entice people into the store through this advertisement.

Although the image of women in the bath is quite revealing and provocative River Island have attempted to make it more classy though the make up and styling of the women. The gold heel on the shoes make the advertisement appear more classy. However, this has not worked in River Islands favour as it as if they have tried to make their brand appear more classier than It is and so that could cause a miss understanding between the brand and consumers.

I believe this advertisement is unsuccessful as there is no clear message in the advertisement.

This advertisement is for one of H&M’s summer collections and was featured in a magazine. The main focus of this advertisement is the bikini top the model is wearing and this is shown clearly through visuals.

The colours of the bikini itself are bold and bright which makes it easier for the consumer pick out.

The image shows the model having fun on the beach, which is a physical representation of the colours used as they are playful summer colours.

From the advertisement, H&M are trying to sell the idea of a beach lifestyle that is fun. The model used is rather beautiful with that slim body and sun kissed tan, which is what most women desire.

By placing the model as the centre focus point for the advertisement it is enticing women in and persuading them that if you buy this bikini this is what you'll look like.

Also, the price of the bikini top is printed in a white font that stands out against the background. This is placed there to show consumers that it is cheap and affordable, which makes customers want to purchase it as they cannot resist beautiful garments at such cheap prices.

By advertising the price it also indicates to the consumer that H&M are affordable brand and so this encourages them to shop there.

I believe this advertisement is quite successful as it clearly portrays the garment and message quite clearly.

The famous Dior have cleverly used celebrity enticement for a recent campaign. Using a celebrity on a campaign entices more consumers as usual as fans of the celebrity themselves take interest.

Dior have featured Rhianna in their campaign, as Rhianna is a massive icon in fashion this campaign will work in Dior's favour.

Rhianna is the first black women to be the face for Dior, in over 27 years which appeals to a wide range of target audience. By using a black women on the cover Dior are portraying the idea that all women are equal, it shops to the consumer that Dior is not branded for white people only and is available for everyone, which gains the support of most people.

As some advertisements and catwalk shows are considered racist in fashion industry, Dior makes a good reputation for themselves by not conforming to this.

Dior is a well known brand, therefore the use of bold print of the brand name in the fore front of the image is enough to entice consumers alone.

The image of Rhianna is dark and sexy, yet elegant which for me is a clear representation of brand as it does not come across tacky unlike other brands and advertisements.

I believe this advertisement is rather successful as it sells the brand rather well to consumers.

Calvin Klein jeans have made the focus of the item very clear to consumers through this advertisement by printing the brand name on the image as well as choosing to leave the models topless to draw attention to their jeans.

It is clear to consumers that the models are not wearing tops because the advertisement is for jeans and so they are automatically focused on the jeans.

The advertisement is rather sultry and sexy, which is a typical Calvin Klein advertisement, therefore it represents the brand rather well.

The fact both the models are topless intrigues the consumers as they are drawn to their naked bodies before they notice anything else, the aim of the advertisement is to do this as the bold statement of the naked body stands out to consumers to capture their attention.

The advertisement portrays the idea to consumers that If they wear these jeans this is what they'll look like, as both the models are very attractive and captivating to the eye this will encourage consumers to buy the jeans.

In addition to this the advertisement features both men and women's jeans which means it applies to both men and women.

Therefore, the target audience is quite large and not limited to one sex only.

For me, this advertisement is very successful and works in Calvin Klein's favour as both message and garment are portrayed quite clearly to the consumer. There is no confusion and it represents the brands image very well.

Above are a selection of images used for a recent Chanel campaign. Chanel is a well known and successful brand, therefore by having the brand name printed in bold white writing on the advertisements is already enough to entice consumer alone.

Chanel have used one of their own runway models to feature in these advertisements in order to gain recognition for the model.

However, if people already recognise the model as a runway model for Chanel then they will recognise that the advertisement is for Chanel without having to look at the brand name.

The garments featured in the advertisement are quite elegant and sexy and have that iconic classy look which represents the brand clearly.

Paris is the home of couture clothes and famously known as the city of love, Therefore Chanel have cleverly used the romantic back drop of the city to entice customers and draw them into the advertisement by capturing their hearts in the image. Nothing compares to the sophisticated and elegant city that is Paris and so Chanel have used the city also as a physical representation of their brand. The advertisement its stating to the consumer that if you wear Chanel you'll live the elegant Paris life style This is rather successful as it works well in Chanel's favour.

However, it looks a lot like they're showcasing the city and lifestyle rather than the clothes which could make the advertisement unsuccessful rather than successful. It appears as if the advertisement is trying to sell the city of paris rather than the clothes.

This Dolce&Gabbana advert has caused quite the controversy amongst viewers.

Dolce&Gabbana have made the mistake of buying into domestic violence and rape culture, by failing to portray a sexy and captivating image that they had originally aimed to portray.

The campaign is advertising that the males are the dominant species in the image as well as in society, which gives Dolce&Gabanna a bad reputation as they appear to be supporting the idea of sexism.

The image shows that the males hold power over women, as one of the males is physically holding her down and holding dominance over her, whilst the one women appears helpless in comparison to the four men.

Also, the idea of rape culture is projected through the women's skimpy outfit as it appears the men have sexual intentions with her through the way they are posed.

Also, aside for the bad image the garment is not clear to consumers, Dolce&Gabbana have not advertised the garment in focus quite clearly. Therefore there is nothing to draw the attention of the consumers off of the bad image.

This advertisement is unsuccessful as it gives the brand a bad reputation amongst all consumers. This advert sells a bad image to Dolce&Gabanna and from this consumers are less likely to buy into the advertisement and brand.

David Beckham is a massive icon in a number of different industries and is a well respected man globally. Due to the fact David is an attractive man also, a lot of men look up to him as a fashion icon.

After researching I discovered that the David Beckham collection sold out within minutes in all of H and M’s flag ship stores. H and M only sock David's collection in flagship stores, which means they receive more of a demand which makes the brand more successful as more and more consumers are wanting the collection in the wardrobe.

As David's collection is more accessible to everyone, not just the middle class , H and M have hired him as a re occurring model for the store due to the fact he is so relatable to the target audience.

In addition to H and M’s typical customer, most David Beckham fans will find themselves shopping at the store in order to dress like their icon, which will boost H and M’s sales enormously. Also, women will shop David's collection for their boyfriends as they desire David to be there boyfriend and so having their boyfriends wear his clothes is the next best thing for them.

For me, this is one of the most successful fashion advertisements as it has been proved to work on several occasions and has helped increase the the stores sales.

Also, the image is clean and there is no confusion for the consumers.

This advertisement from the Italian brand Sisley is Portraying a bad image which has caused quite the controversy.

This fashion advertisement doesn’t appear to be promoting fashion but rather promoting illegal drugs and bad habits Which is highlighted through the slogan used, which says ’fashion junkie’. This is a bad slogan that does not do the image of the advertisement any favours.

The advertisement features two very thin models, in provocative dresses, this gives consumers the idea that models have to take drugs to stay skinny in the model industry. This is not only giving the brand a bad image but also the industry as a whole The image of the models shows them physically practising the drug, it is not just insinuating that they are taking drugs it is actually portraying it.

It appears to the younger target audience that taking drugs is fashionable as the models are snorting a white dress that has been placed to appear like cocaine.

The aim of the advertisement is to say that fashion can be addicting, its not just the way we dress it’s a lifestyle choice. However, the message is not successful as it portrays the wrong image to consumers. On the other hand because it is such a controversial image will gain a lot of bad attention, if people are constantly talking about it then it becomes a popular topic of conversation and so people will want to discover the brand and see what it is all about. Therefore, from the bad image the brand is gaining recognition.

This Marc Jacobs ‘oh Lola’ advertisement was banned from being showcased due to critics arguing that is sexualised young girls.

Critics argued by placing the vase shaped perfume bottle in between the blond fresh faced girls thighs leads to a sexual image for consumers.

The length of the lacy dress and the position of the bottle draws attention to the sexuality rather than the product.

Although critics picked the advertisement apart, marc Jacobs and his team argued it was “provoking, not indecent”.

Along with Marc, most consumers cannot see the issue with this advertisement as it does not appear sexually inappropriate.

Clearly, this advertisement has not been successful as the advertisement was banned from being shown.

However, this has worked in Marc Jacobs favour as the idea of it being banned makes people want to find out why and discover what made the advert so provocative. Even some consumers will go out their way to physically see the perfume and smell the fragrance to try and understand the controversy behind it.

Spring

Elegant

Lilac wine

Sophisticated

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Lilac Wine Katie Dalton www.lilacwineclothing.co.u kwww.Whistles.co.uk www.Chanel.co.uk

Mission Statement “Lilac Wine defines the sophistication of a women. Each garment from Lilac Wine has been designed with the integrity to create a classic feminine chic look that will leave you looking purely fabulous�

Hair Styling

Customer Profile Grace is a 26 year old women from London, England. Grace lives in a three story house with her Husband of 2 years.

Grace is a Public relations officer for Victoria Beckham and works at the head office for Victoria Beckhams London store. Grace earns £40,000+ per year which means she is able to afford clothes and luxury's that fit her expensive taste perfectly. Graces occupation fits her personality completely. Grace’s Job is to keep the brand and brand owner(Victoria) looking clean and maintaining a good reputation, just like herself as Grace is conscious about her appearance and reputation and making herself look in perfect condition always. Grace takes interest in keeping her appearance clean and well put together. Grace is a make up enthusiast and enjoys adding to her huge make up collection and practising make up in her spare time.

Also, Grace enjoys having her nails done and all the other girly stuff that goes along with this, such as, trips to the spa. Grace is a workaholic and enjoys her work, a lot of her time is spent at her desk working. Apart from work, Grace enjoys travelling to various city's around the world both for leisure and business as well as keeping up with her healthy lifestyle. Grace is an active women and enjoys regularly visiting the Gym and taking yoga classes. In addition to this Grace enjoys her Sunday morning Jog with her Husband through the park.

Graces favourite fragrances are No.5 by Chanel and Miss Dior and she loves to layer it on herself whether she's going to work or out for dinner with her husband. Grace is very sociable outside of work and enjoys dinner parties with her friends and the occasional night out. When Grace has a day off she enjoys shopping around London and taking trips to her local coffee shop for a coffee date with her mother.

Also, Grace enjoys interior designing in her own home, and finds great pleasure in making her house a home. Although Graces home is a show home with a classy and elegant vibe to her home, she has made it warm and homely as she plans to have a family with her husband one day. Although Grace loves being social and active she loves to end her day with a cup of coffee or a nice class of wine.

Graces style can be described as Feminine and sophisticated. Grace loves to wear classy garments that make her feel elegant and bring out her inner confidence. Graces is a huge fan of fashion and keeping up with the latest trends. Grace finds her fashion inspiration in magazines such as Elle and vogue which explains why she always looks like she's freshly walked off a page in vogue magazine. Grace particularly likes to shop at Selfridges, Ted Baker and Hugo boss. etc.

Store Layout The Whistles store layouts are quite complex. The buildings are mostly white and the architect is rather simple. The white building stands out against most surrounding buildings which paints a good image for the store as it is eye catching to the members of public who pass by.

Whistles stores have huge glass windows that take up the majority of the building, this gives the public quite a bit of insight into the store. It allows potential customers to have a sneak peak of what's in store and if they spot anything they like then they are more than likely to go inside.

At the centre front of the store whistles hold their newest range/collection, in order to sell the latest collection to the consumers.

By having this at the centre front of the store it is the first thing the customer spots and so having their focus on the collection the customers are likely to browse around the collection and if they find anything they like then they will continue further into the store to see what else they can find.

The inside layout is quite spacious and clean, unlike your average high street store. By spacing out the collections and not displaying too many garments in one area this makes it easier for the customer to shop around as they feel more relaxed due to the space and they can specially focus their attention. The layout of the store reflects the elegancy and simplicity of the brand and clothing. Therefore, the layout of a store is a vital importance when it comes to branding.

Whistles is a contemporary fashion brand that produce timeless and luxurious garments that pay attention to detail and quality. Whistles aims to be an effortless way of shopping and dressing for women. Although Whistles mainly have pieces that are laidback and simple, each piece is unique and is created to tell a story through the fabric and colour choices rather than the shape of decoration of the garment.

Whistle provide garments that look cool and fashionable rather than overdresses. They have an elegant and sophistication to them that most casual and laid back clothes don’t have.

Whistles are a high end high street store which means it is limited to the middle class however it is still accessible to the working class.

Chanel is a haute couture brand that caters for a woman's taste of elegance in the way she dresses.

Chanel produces garments that are state of the art, classy yet chic and feminine. Chanel is known as a brand for its elegance and its ability to produce garments from haute couture to ready to wear that are accessible and wearable for most people.

A famous quote from Chanel is This quote reflects the Chanel brand exactly. Chanel is all about finding your inner women and being confident in the clothes you wear.

As a brand Chanel also produce a variety of accessories ranging from handbags to cosmetics to fragrances.

Chanel are a designer brand which means its exclusive to its own stores and high end department stores. Chanel's garments are quite expensive making it exclusive to middle class people.

My Brand Lilac Wine is about bringing out the femininity of a women and showcasing it through her style and choices of clothes. For me Lilac Wine defines the sophistication of a women. Each garment from Lilac Wine has been designed with the integrity to create a classic feminine chic look that comes across through every piece clearly. The collection was created in such a unique way to provide a range of statement pieces that are purely fabulous and irresistible for consumers. Although Lilac wine was created to stand out against other collections and brands, it fits in perfectly with the style and sophistication of both Chanel and Whistles Lilac Wine is a range of limited edition pieces for a collaboration between Chanel and Whistles for S/S 16.

I chose to create a collection for a collaboration between Chanel and Whistles. Both Chanel and Whistles are sophisticated brands, however one is designer whilst the other is high end. After researching the similarities between the brands I figured a collaboration between the both would be a perfect niche in the market. Chanel is a designer brand limited to the middle class as its garments are quite expensive. By collaborating with whistles, a high end high street store, channels garments will be made cheaper and accessible to the working class as well as the middle class.

To begin I created a mood board that reflects all my first impressions and ideas of what I wanted my brand to be about. My mood board appears very feminine and features a lot of pastel tones and also has a variety of sophisticated elements. From my mood board I found the tone of the images together reflected spring really well and from this I decided my collection would be for S/S 16. From this I then focused on making a concept board. For my concept board I focused more on the colour palette and overall style for my collection. On my concept board I focused more on the purple and lilac tones as well as specific details. From this I came up with the name for my collection, which is, ‘Lilac Wine’. I chose this name as I decided to focus on the lilac tones for my whole collection as well as subtle hints of purple and pastel pink. I chose to use the word ‘wine’ as I wanted my collection to be a sophisticated and elegant womenswear collection and wine is associated as a drink for the sophisticated.

After I had figured out the important details for my collection I then built my range. My range features very girly statement pieces, such as dresses, skirts and flared pants made from rich materials. I wanted my range to reflect the simplicity of Whistles and the elegance of Chanel. I also added a classic heel and statement bag into the collection to reflect the overall femininity of the collection.

I created a logo for my brand that is simple yet bold. I placed a silhouette of a women looking very sophisticated and rather Chanel next to my collection name. I then placed both the Whistles and Chanel logos underneath to highlight who the collection is for. I wanted to create a slogan for my collection that was bold and effective. I created a slogan that says “Don’t be like the rest of them Darling.” I chose to use this as my slogan as I felt it captured the collection perfectly. The slogan is bold yet simple which reflects my garments really well. I wanted the women who wear my clothes to feel confident and so this slogan fits perfectly with this idea. The word ‘Darling’ at the end of the slogan just completes it perfectly as darling is a classy word for a women and from this one word you can visually picture my whole collection and customer.

For the advertisement for my collection I decided to again create something that was bold and simple, like my collection. I featured a model standing elegantly in front of a nice spring tree, which works well with my collection as it specifically made for the spring season. From the pose of the model to the background this image projects my collection really well overall as it is a sophisticated spring collection. I added my slogan into the advertisement to make it iconic for my collection.

For my range I decided my target audience would be a middle class women who loves to keep up with the latest fashion and trends. My target audience is a women who is quite feminine and is confident within herself and has beautiful elegance about her. From my general idea of a target audience for my collection I then created a customer profile for my perfect customer. In my customer profile I talked about what makes my customer, what her interests and hobbies are and what type of lifestyle she lives and how all these aspects influence her style and choices of fashion.

Due to the fact it is for a high end store the garments are of a good quality and so customers will be expected to pay a decent price for garments. However, My pricing is something I have tried to make made reasonable and affordable for my customers as I don’t want to limit my collection just to the middle class.

Analysis of branding project After researching a number of brands and stores and discovering what they're all about and what their overall style is I found that it was important that the collection I created fitted in perfectly with an existing brand as I wanted my collection to be a collaboration. In order for this to happen I had to tailor my collection to fit in seamlessly with the brand style and existing products. From both my mood board and concept board I was able to visualise my collection and the brand it would be made for. This is important as the theme and range of my collection needs to fit perfectly with the brand in order for it to be successful.

My collection is for a collaboration between Chanel and Whistles and Although I researched into my chosen brand, I feel as if this could be an area for improvement. When using these brands I should’ve researched more in depth into their ethics and the background behind their garments rather than just the name and their style. I feel as if knowing this information would have helped give me an overall understanding of what the ethics should be behind my collection rather than just focusing on the range and customers and basic background information.

A positive from carrying out this project is that I have developed a new skill in learning to be a lot more creative with my mood board ,concept board and my range. I feel that the layout is very important when visually creating a range as this plays a huge part in visually seeing the range come alive and together. For myself a small number of selected images on a clean white background makes the boards more focused and from this you are able to interpret the range quite well.

I chose to create my specific collection in order for Chanel to have a bigger target audience. Chanel is a designer brand limited mostly to the middle class as it quite expensive.

By creating a collation for Chanel that will placed in a Whistles store at reasonable prices I felt as if I was able to expand the target audience as Chanel would now be available to some working class people also. The prices of my garments range from £60-£300, which is accessible and affordable for the majority of people. Although the prices of my garments are cheaper than your typical Chanel garment, by placing it in a high end store, that is whistles it still has that couture taste to it, which was my aim.

From my customer profile you are able to see visually who my target customer is through the mood board created. Creating a mood board for my target customer really helped to me to piece together her lifestyle rather well in order to fit my collection and what it was all about. The range of selected images clearly show what my perfect customer is all about, what her hobbies and interests are, what her occupation is down to what fragrance she wears. All these factors are important when putting together a customer profile as it brings together perfectly the type of customer that will buy your collection, therefore you are able to create a collection that caters their needs rather well .

From the peer assessment I was able to visually see what other students had created. My favourite Brand was ‘Elements for Zara’. This was something that had never been done before, the student had clearly seen that there was a niche in the market at Zara and so she created the perfect brand to fill this. In comparison to Zara's generic style, the brand created completely contrasted this. The idea of the four elements, which are Earth, fire, Air and water allowed the collection to create a range full of different colour palettes and different garments with different stories, which meant the target audience would be quite big, I thought this idea was excellent.

From this I was able to look back at my own work and allow myself to expand my ideas for the next project. Fashion is art and so thinking outside the box when it comes to creating a range can bring about the best ideas. From peer assessing I have learnt that it is okay to take risks and push myself further in order to be more creative. In addition to this, having fellow students assess my work is important as I am able to hear the opinions of others and what they think I should improve and what they value about my work. I can take them into consideration further into my work to make sure I am creating work to the best of my ability. Also, having students assess my work means I am able to see if my ideas would work or not in industry.

Evaluation For this task I looked into what fashion was in each era and the history behind the fashion. I then analysed how very different it was to fashion today. I chose three eras to focus on specifically, as I felt they were the most iconic eras in fashion. From this task I learned what influenced the fashion choices in these eras and how it shapes fashion today, it was rather interesting to see the influences behind everything, such as style and shape and how they're different compared to today's fashion choices.

Although I really enjoyed this task as I found it rather interesting, I could've looked into more eras to see how fashion gradually changed through each one. This is an area of improvement for future tasks.

For Task two I researched and looked at sophisticated heritage. For this task I had to report on what sophisticated heritage is, where the style came from and how it has influenced shops today. In order to do this I created a mood board based on sophisticated heritage and then I researched several high street shops and designers to discover which ones had been influenced by sophisticated heritage and how it had influenced their collections. One particular store I researched was Private White V.C which I found was one of the biggest stores whose collections are completely based upon sophisticated heritage. From this task I learned. The inspiration behind sophisticated heritage, through research I discovered sophisticated heritage was based upon war time fashion. I also learned how this fashion linked to the different eras and what era in specific war time fashion was a massive thing. From this I learned that war time fashion is a huge AW trend most years and is now interpreted as military fashion and what shops have interpreted this. From this task I learned that I could improve my mood board by adding more war time concepts t o show clearly what the focus is also I could improve the layout to make it appear more professional. This is an improvement I can take into consideration in further tasks.

For this task we were asked to work in pairs to conduct a report on fashion during the eras and the similarities and differences between them. We worked together in pairs to compare and contrast our chosen ears which were, 1970, 1960, 1930 and 1920. From this task I looked more closely into the fashion during the different eras, I looked at the type of music, TV programmes and what was happening socially that influenced the fashion. From this I learned how similar yet different the clothing was between the eras and how the influences on fashion changed between the eras and why they did. , which I found was mostly down to what as happening socially. Although I researched a lot for this task, I feel that an area of improvement would be to produce more in depth similarities and differences.

For task four and five I was asked to produce in depth market research on the high street. For this task I had to create a mood board on latest trends on the high street and what eras they link back to and how they were influenced by these eras influences, which I then wrote an in depth report on. From this task I learned how big of a part the eras play a part in influencing fashion today. In addition to this, from this task I developed a bigger understanding on trend forecasting and how trends tend to repeat themselves throughout the years. I really enjoyed this task as trend forecasting was really interesting for me and I was able to gain a good perspective on part of what being fashion buyer is about. However, I believe I could improve this task by producing a more focused mood board.

Similarly to the previous task, I produced market research on catwalk trends. For this task I discovered which trends were shaped by the history of fashion and produced two mood boards on current trends and two for high street trends. Also for this task I described the differences between catwalk, high street and mass market fashion. From this task I learned how trends show specific links to developments in fashion history and the difference between Catwalk, High street and mass market fashion and why they are what they are. For this task I felt as though an improvement that needed to be made was making sure every trend i researched showed a clear a connection to developments in fashion history.

For Task seven I was asked to visualise a collection based on a object and create a mood and concept bored as well as a range plan for the collection. For my object I chose to use a palm tree as I could see a lot of potential with this object. For my collection I decided not to use your typical palm tree pattern but to create a collection based of the natural habitat of the balm tree, which was a beach. From this I created a bohemian/ beach style collection. From this task I learnt about the role of a buyer more in depth and the type of work they have to carry out and produce. I also learned how to justify relationships between fashion and objects and how objects can actually influence fashion. This was one of my favourite tasks , I really enjoyed stepping up to the role of the buyer for this task. Although, there is room for improvement. I felt as if i could improve this task by creating a bigger range plan by adding more CADS.

For this task I researched three cultures of my choice and produced an in-depth report on each one about their culture and how aspects of their culture influences fashion and how their fashion influences designers around the world and trends. The report on each culture included mood boards and mid maps as well as research in to designers and high street stores that have adapted cultural influences on fashion into their collections. For my report I chose to research Africa, India and Mexico. From this task I learned a lot about the cultures that I didn't already know. I learned why they have certain beliefs and traditions and how they influence the way they dress. In addition to this I also learned about the Ethical issues in fashion and how it effects the brands involved. This task was very interesting task to work on as I gained a lot of knowledge and understanding of fashion around the world and not just the UK. This task opened my eyes to various cultures and how their way of life is a lot different to mine. However, I could improve this task by producing an equal amount of information about each culture rather than focusing more one.

For task nine I had to produce a report on how social influences effect the fashion industry. I chose to research celebrities and women's rights and how they played a massive part in influencing the way people dress during the time when these social influences occurred. I chose to report on these social influences as they are very different from one another as one is a part of fashion history whilst the other is a very present occurrence. From this task I learned how key moments throughout history and present day have effected the way women dress now and how they dressed before and after the occasion. From this task I also learned how powerful celebrity influence is in the fashion industry and how iconic women throughout time have influenced other women's fashion choices. I learned how Important it is for the majority of people to have a role model they can look up to when it comes to making fashion choices. An area of improvement for this task would be to research and report on more social influences that effect how we dress today.

For this task I had to analyse five very different advertisements for various fashion brands and produce a report discussing the presentation, the message and the success of the advertisement. From this task I learned what factors brands consider important when it comes to advertising their brand. I also learned that its important to Include a slogan in an advertisement as its the factor which captures the consumers eye most. If a brand has a good slogan for their brand then it becomes something iconic for consumers to remember the brand by. I could improve the quality of this task by possibly comparing and contrasting each of the advertisements with each other to get a better understanding of what makes each one successful or unsuccessful.

For this task I had to carry out my own research to discover five advertisements that were successful and five that were unsuccessful and discuss the reasons behind this. I chose 10 advertisements altogether that I came across on the internet. From this task I learned how far brands will go to advertise their clothing, whether its offensive or inappropriate as there are no rules when it comes to fashion. I also learned how to recognise what makes an advertisement successful and what makes one unsuccessful. I also learned that it doesn't take much for a well known brand to advertise their clothing as alls they need to do is print their name on the advertisement for it to sell. In order for this task to be improved maybe I could have stated what could have been improved or changed for each one and what I would add to the unsuccessful advertisements to make them successful.

Overall, from carrying out these tasks I have developed new creative skills that have helped me be more creative with my mood and concept boards. I am now confident knowing the difference between the two as it was a little confusing what each one entitled when I fist began the tasks. Also, from these task I have developed a clear understanding of the role of a buyer and I am now confident building a range plan using CADS.

Peer assessment: The relationship between the artefact and the collection

The chosen object for this range was a Rubik's cube and this is concept is clear through out the whole mood board and range. The overall theme of the range is sportswear and this is apparent through the name ‘sports luxe’ the luxe at the end of sports has changed the concept idea of sportswear as it portrays the idea that it is not your typical sportswear but it is a collection that has a dressy feel to it rather than an active vibe. Although, the range does have some sporty elements, such as the colour, shapes and materials. The student has chosen to use colour blocking for her garments using the colours only from the Rubik’s cube to keep her range more focused and based completely off the Rubik’s cube. The bright bold colours used also reflect typical sportswear as bright and bold colours are commonly used as they are a fun and active colour. The range features geometric shapes, such as squares which visually represent the Rubik’s cube. In addition to this, the student has also decided to add box stripes onto the garments to accentuate the square shape of the shoulders. This quite a clever idea as the student is using the shape of the garment and the body combined to project the object clearly, rather than just relaying on colours and patterns.

From the mood board I can clearly visualise the collection as the chosen CADS represent exactly the concept and theme of the collection. However, the collection could be improved by adding more CADS that are also specific to the theme. The student has no CADS of any sort of pants and considering this is also based of sportswear pants would be a major garment in this collection. Without the pants it is hard to imagine all the garments as outfits. Also to improve the student could add some CADS of shoes and accessories to finish of the collection and bring it all together. Also, another improvement for this student would be to add more sports image into the concept board as the ones already feature are quite bland and cut off so we are unable to see that it is based around sports wear apart form the brand name.

The season of this collection has been displayed rather well through the CADS and colour palette used. The bright colours clearly indicate that it is a collection for spring/summer. Also, the fabric choices chosen for the garments indicate that it is also made for spring/summer as the fabric is light and mesh which is perfect for the warm weather. In order to improve the student could add more spring/summer CADS as well as back ground images of the season to their mood or concept board.

The layout of the mood/concept board looks vey professional, the fashion images from the catwalk help to make it appear well put together and professional as they are very clean and clear of what the concept is. The fashion images and the object images link together very well and the relationship between the two is shown clearly. The student has made their visuals for the collection very clear, which allows us to see the collection together due to the highly professional layout.

Apart from the professional layout and the excellent concept the student has not presented the collection with a slogan. A slogan would help complete the collection and help give the brand something iconic to be remembered by. If I were to give this brand a slogan it would be "Get the luxe" as I feel as if this would represent the collection toward the correct target audience.

I have created a customer profile for the perfect customer for this collection on the next slide.

Sports Luxe Customer Profile Piper is 20 years old and was born and raised in Los Angeles California. Piper is a student at California state university and is studying in sports and nutrition. Piper aspires to be a sports coach for her former high school, specializing in soccer. Piper was the team captain of her soccer team in high school and took them to championships 12 times, where she won several trophies. Pipers passion is soccer and so she has continued to play soccer in university and plans on becoming the team captain for her university team also. In addition to this Piper is on the track and field team as she loves pushing herself further and challenging herself with new activities. Piper is a very active person, which explains her slim and petite frame. Piper loves to go to the gym after class and enjoys her Thursday night and Sunday morning circuit class as she is able to push her fitness level further. Piper is also very healthy and enjoys cooking healthy meals for herself, she also loves her protein shakes and bars. However, Pipers guilty pleasure is a five guys burger with cheesy fries.

Aside from being a student Piper works weekends in her local sports shop, which is a perfect fit for her lifestyle. Piper enjoys her work a lot as she loves to keep busy due to her very active personality.

When she is not in work Piper loves to hang out with her friends, most of whom are boys as she gets a long a lot better with boys as they share the same interests. Piper loves going on crazy adventures and getting up to mischief. Although, Piper is not much of a party girl as her sports is important to her and she does not want to jeopardize that. In addition to hanging out with her friends, Piper loves going to the LA Dodgers games with her dad in her spare time. Piper is a massive La Dodgers fan, which explains why the La Dodgers cap is permanently glued to her head.

Although Piper is quite the tomboy she does enjoy shopping occasionally with the girls from her soccer team. Piper is rather keen with buying the latest trends as she always wants to look cool and on trend. Apart from trying to be fashionable with her clothing choices, Piper cannot let go of her unhealthy collection of trainers.