OLIVIA LIBURD N0682898 FASHION COMMUNICATION AND PROMOTION FASH10105
THE PURIST
SUMMATIVE BRIEF REPORT
CONTENTS
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CONTEXT STAGE
BIG IDEAS STAGE
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CREATIVE CONCEPT
CREATIVE CONCEPT
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CREATIVE CONCEPT
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CHOSEN CREATIVE CONCEPT
LIST OF ILLUSTRATIONS AND REFERENCES AT THE END OF THE REPORT.
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EXECUTION STAGE
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FINAL EXECUTION IMAGES
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LIST OF REFERENCES
LIST OF ILLUSTRATIONS
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BLOG LINK
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INFLUENCE OF MINIMALISM The Purist takes influence from minimalism, noticeable from sharp designs and crisp tailoring. Minimalist fashion evolved in the 60’s with designers such as Balenciaga creating garments focusing on reductivism and non-emotive design rather than embellishment.
figure 2 - Issey Miyake(1980)
figure 1 - Hermes A/W 16
CONTEXT
The Purist is a trend providing modern twists on wardrobe essentials, through exploring beautiful asymmetric lines with a slightly relaxed oversized silhouette. “Attention to detail is everything”(Howarth, 2014[1]) with sculpted garments adding to the elegant and effortless aesthetic resonating with minimalism. Despite portraying simplicity, the architectural stature of garments as well as luxurious materials and various understated prints and patterns, enable wearers to convey a “sophisticated yet zen like look” (WGSN 2016[2]). The Purist incorporates warmth and futurism through its colour palette consisting of neutral and metallic colours, providing a subtle contrast to the monochromatic tones, giving body and harmony.
However, minimalism took off in 1980 with Japanese designers like Issey Miyake, and Rei Kawakubo taking influence from the kimono: a gender neutral traditional garment in Japanese culture. This sparked curiosity in garments that left “space between the body and fabric” (Lea, 2014[3]) opposed to contouring the body, which inspired the oversized structures and contorted shapes they use today.
4| SUMMATIVE BRIEF REPORT figure 3- Rei Kawakubo for Comme de Garçon runway (1980)
figure 7-COS capsule collection inspired by Agnes Martin
figure 6- Zaha Hadid for Louis Vuitton
figure 5 - Donna Karan runway S/S 92
figure 4- Calvin Klein runway A/W 98
The 90’s introduced a new, more accessible minimalism. Iconic designers like Calvin Klein, Donna Karan and Jil Sander created wearable clothing, rather than the oversized designs the industry was used to. Klein described it as “quiet plays of colour tones and clean, strong shape.” (Atkinson, 2016[4]) Minimal colour showed reductivism was still prominent, but the focus shifted back to functional garments consumers could include in their everyday wardrobe. From the questionnaire I created for primary research, 18/30 people said they wouldn’t incorporate minimalism into their wardrobe because it was dull and boring. But without realising, its in their everyday wardrobe since these designers created iconic wardrobe ‘basics’ such as the white shirt/blouse and cami dress
Coco Chanel said herself “fashion is architecture.” (Atkinson, 2016[4]). Architecture heavily influences the fashion industry, especially Minimalism and The Purist trend. Many designers and architects found in both of these trends such as Balenciaga, Gustavo Lins and Zaha Hadid have dabbled in both industries, showing how well they work together. In an interview with Elle Magazine, french designer Cristobal Balmain (ex-architecture student) described the art of dressmaking as “the architecture of movement” (Atkinson 2016[4]) . Furthermore Rei Kawakubo, known for her interest in architecture, said she was heavily inspired by the “simplicity and spaciousness” (Dazed and Confused 1995[5]) of Swiss architect Le Corbusier’s aesthetic; which is evident in her oversized garments resembling sculptures rather than clothing. A main pioneer for The Purist trend is COS. The brand is known for its minimalistic styling and focusing on providing garments that are “understated rather than showy” (Howarth, 2014[1]), for both men and women. COS stray away from conventional trends that other similar priced labels promote. COS is “heavily influenced by architecture and design” (Howarth, 2014[1]), and they celebrated this by creating a 12 piece capsule collection inspired by Agnes Martins show at the Guggenheim. Karin Gustafson (creative director at COS) said Martin’s work has “such a profound impact on them.” (Keller, 2016[6]) . So the combination of Martins work and the “soft white curves” (Keller, 2016[6]) of the Guggenheim allowed them to show the impact art and architecture has, through this capsule collection.
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BIG IDEAS STAGE
figure 8- Oral B and Irrigator mindmap from sketchbook (own work)
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BRAND AND PRODUCT MOOD BOARD
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For the big idea stage of this project, I decided that I wanted to create various different mind maps and charts so that I could document my thought process efficiently and effectively. Firstly, I created a minmap for The Purist trend, where I wrote down all the words that I could think of linked with the Purist trend.
figure 9- Purist mindmap from sketchbook (own work)
figure 10 - Idea development mindmap from sketchbook (own work)
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Next, I created a mind map for Idea development (figure 9) on the Irrigator I want to create and the features I wanted it to have. I decided to do this as it will help inspire ideas for my concept ideas and my final execution imgaes. After I chose the idea that I liked the best, I created a name and tag lines mindmap (left).
THE CONSUMER
In order to find Oral B’s typical consumer, I decided to conduct some primary and secondary research. Figure 11 and 12 show results from a consumer demographic website showing Oral B’s typical consumer. On average, the typical consumer was a middle class 29 year old male with no children. From my primary questionnaire that I conducted, the typical consumer that bought Oral B products, was a 29 year old female with no children. Therefore, taking both of these results into account, it is clear that Oral Be has consumers from both sexes that are middle class and working in the corporate world with no children, showing that they have a disposable income.
figure 13 - Oral B consumer demographics
figure 12- Results from my Oral B questionnaire
figure 11 - Name and tag lines mindmap sketchbook (own
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OXYJET 2.0 - Final product name and idea
I decided on calling the product ‘Oxyjet 2.0’ because Oral B previously sold an irrigator called the ‘Oxyjet’ that was a popular product however it became discontinued. It was very bulky and featured basic technology. So the product that I want to create is a futuristic device that will increase the quality of the way that people clean their teeth. It has bluetooth technology which will allow you to connect to your smartphone through an app created by Oral B, especially for the irrigator, which will also include many other features such as monotoring progress and settings to personalise the app to you. The head of the irrigator will have a built in micro camera which will allow you to see your teeth when you floss, allowing you to have a more efficient and effective clean. Since Oral B’s main consumer is a middle and upper class 29 year old working in the corporate world, they will be avid smartphone and technology users, therefore they are more than accustomed to smartphones, so they will enjoy this new and futuristic technology.
figure 14- Oral B and irrigator big idea chart
BIG IDEA CHART
In order to see how my brand and product would mix together and work together, I decided to create a big idea chart for what an Oral B irrigator would provide to consumers as well as the attributes and concept of the product. After completing the chart, I became confident in exactly what I wanted the collaboration to be like, which gave me clear indication of my ideas for the concept stage and my final big idea.
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figure 15-Oral B’s presence on social media screenshots
FINAL BIG IDEA SUMMARY
To incorporate architecture into my final execution images, which will be executed on both Instagram and Twitter. Since architecture has such an influence on the purist trend and the design of the product, I wanted this to translate into the collaboration with Oral B.
figure 16 -3 creative concepts mind map
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CREATIVE CONCEPT MOOD
figure 17 - Creative concept moodboard 1 own work using secondary images
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DBOARD 1
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CREATIVE CONCEPT MOOD
figure 18- Creative concept moodboard 2 own work using secondary images
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DBOARD 2
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CREATIVE CONCEPT MOOD
figure 19- Creative concept moodboard 3 own work using secondary images
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DBOARD 3
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CHOSEN CONCEPT
figure 17 - Creative concept moodboard 1 own work using secondary images
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WHY I CHOSE THIS CONCEPT I chose this concept because I wanted to create a series of images that feature all white architecture with swatches of colour from The Purist colour palette edited on top so that I could translate the essece of my trend through the final execution images. The reason that I wanted to use all white architecture is because this hue has clean and pure connotations behind it, which is perfect for a collaboration between The Purist and Oral B, since they both promote a clean aesthetic, as well as Oral B being an oral hygiene brand. In addition, having a pure white background will allow the colour swatches to stand out and be prominent feature of the image. I decided that I wanted to take inspiration from Muji campaign images. Muji is a Japanese stationary brand, so naturally they are going to have a clean and neat aesthetic. In addition to this, Japanese culture has a huge influence on The Purist trend and Japan has a huge involvement in the advancements of technology.
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EXECUTION STAGE For the execution stage of the project, I had to conduct primary and secondary research so that I could have evidence to justify my final decision of which social media platform to communicate my final execution images through.
SOCIAL MEDIA
figure 20- Graph from my primary questionnaire
I created a social media questionnaire so I could see what the most popular social media platform is. For the social media, I only included the ones Oral B currently operate on. After collecting my results, it was clear that the most popular social media platforms were Instagram (17/30) and Twitter (11/30).
figure 21 -Oral B on Instagram
Overall, after conducting primary and secondary research, I decided I want to communicate my final execution images through Instagram and Twitter. Using two social media platforms will allow Oral B to interact with consumers in different ways and increase their audience. I will use Twitter since it is Oral B’s most interactive social media platform and it is was popular on my questionnaire so I know that my final images will reach a wide audience. Despite the fact that Oral B do not post regularly on Instagram, it is the most popular social media platform (shown in results from my questionaire) therefore if they post more regularly, then they have a great chance of increasing sales and expanding their customer base.
figure 22 -Oral B on Twitter
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figure 23- Heydar Aliyev Cultural Cenre by Zaha Hadid
FINAL EXECUTION IMAGES I wanted to incorporate architecture into my final execution images, because architecture has such an influence on The Purist trend and the design of the product therefore I wanted this to translate in the images that I create. I decided to feature secondary images since I wanted to use a architecture by Zaha Hadid. She has built beautiful futuristic buildings and interiors which are perfect for the images I wanted to create. As well as this, her heavy use of white and geometric shapes are perfect for the clean and minimal aesthetic I want to translate to consumers. I used a minimalist toothbrush to fill the space of the product so that I could make the mock up look as realistic as possible.
The first image will feature one male model and one female model to convey to potential consumers that this product is gender neutral. Both models will be wearing clothing from The Purist trend, however the image will be edited to be black and white since I don’t want the focus to be on the clothing. I will edit the models into the architecture image to look as though they were in the building. I think that this will show how the two work together.
Zaha Hadid
figure 25- Steps at the Heydar Aliyev Cultural Cenre by
figure 24 -Dongdaemun Design Plaza by Zaha Hadid
For the layout of the images, I was inspired campaign images from the Japanese stationary brand Muji. Their clean and neat aesthetic was exactly what I wanted my images to look like. So I decided to lay them out in a similar way. Also I included the Japanese translation of Floss smart on the side of the images, so that I could convey that Japanese influThe second and third image will be product imenced the collaboration. ages promoting what the product is and showing the app and what it looks like on a phone. I will create a mock app to show what it will look like on the app store and show how the app looks on a phone.
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figure 26- First execution image (editing is own work)
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figure 27- Second execution image (editing is own work)
figure 28-Third execution image (editing is own work)
FINAL EXECUTION IMAGES
For the final execution images, I also included the hashtag ‘The future of flossing’ so that my images have a better chance of trending and being seen my consumers. Also having a hashtag makes it easier for consumers to interact with the brand and eachother. I chose this hashtag because the irrigator is the first irrigator ever created with bluetooth technology. I used a minimalist toothrbush since it resembled a similar appearence to what the irrigator will look like.
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LIST OF REFERENCES Interview with Marie Honda, managing director at COS, by Howarth, D. (2014) ‘Design and architecture has been a key influence’ for COS. Available at: https:// www.dezeen.com/2014/11/05/cos-marie-honda-interview-fashion-design-architecture-branding-nendo-serpentine-numen-for-use/ (Accessed: 12 January 2017). [1]
WGSN (2016) Key Trends A/W 16/17: Apparel. (ONLINE) Available at: https://www. wgsn.com/content/board_viewer/#/65049/ page/29 (Accessed: 12 January 2017). [2]
Lea, M. (2014) The minimalist age. (ONLINE) Available at: http://www.varsity. co.uk/fashion/7970 (Accessed: 12 January 2017). [3]
Atkinson, S. (2016) 10 fashion designers influenced by architecture. (ONLINE) Available at: http://www.highsnobiety. com/2016/06/01/fashion-designers-influenced-architecture/ (Accessed: 28 January 2017). [4]
Dazed and Confused interview with Rei Kawakubo (1995) Rei Kawakubo: The first lady of fashion. (ONLINE) Available at: http://www.dazeddigital.com/fashion/article/18727/1/rei-kawakubo-the-first-ladyof-fashion (Accessed: 15 January 2017) [5]
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Interview with Karin Gustafson, COS creative director, by Keller, H. (2016) Cos celebrates the Guggenheim’s latest show with an Agnes Martin–Inspired collection. (ONLINE) Available at: http://www.architecturaldigest.com/story/cos-agnes-martin-guggenheim-collection (Accessed: 2 February 2017). [6]
LIST OF ILLUSTRATIONS Front cover - COS Spring/Summer 16 campaign image (2016). [ONLINE] Available at: http://rblakstad.com/design-article/cos-springsummer-2016/ [Accessed February 1] Contents page image - Jil Sander menswear Spring/ Summer 17 backstage (2017). [ONLINE] Available at: http://dazedimg.dazedgroup.netdna-cdn. com/900/azure/dazed-prod/1170/7/1177502.jpg [Accessed February 1] Figure 1 Satin dress at Hermes Autumn/Winter 16 runway show (2016). [ONLINE] Available at: https://www.wgsn.com/content/search/#/the%252 0purist%2520trend%2520hermes Figure 2 Issey Miyake shot by Irvin Penn for American Vogue (1983). [ONLINE] Available at: http:// the-rosenrot.com/2012/08/the-brilliance-of-issey-miyake-a-retrospective.html [Accessed January 21] Figure 3 Rei Kawakubo for Comme de Garรงon runway (1980). [ONLINE] Available at: https://uk.pinterest.com/rochelleadam1/comme-des-garcons/ [Accessed Figure 4 Kate Moss walking for Calvin Klein runway Autumn/Winter 98 (1998). [ONLINE] Available at: https://uk.pinterest.com/ pin/569353577868809343/ [Accessed January 21] Figure 5 Donna Karan runway for Spring/Summer 92 (1992). [ONLINE] Available at: https://thecitizensoffashion.com/2014/02/10/donna-karan-celebrates-today-30th-anniversary-brand/ [Accessed January 22] Figure 6 Zaha Hadid, famous architect, bag collaboration with Louis Vuitton (2012). [ONLINE] Available at: http://www.zaha-hadid.com/design/ icone-bag/ [Accessed January 22] Figure 7 COS Capsule collection inspired by Artist Agnes Martin 2016 (2016). [ONLINE] Available at: http://www.cosstores.com/us/Studio/Projects/ COS_Agnes_Martin [Accessed January 23]
Figure 8 Oral B and Irrigator mindmap using secondary images (2017) [EDITING IS OWN WORK] Figure 9 Word association mind map for The Purist trend from my sketchbook (2017). [OWN WORK] Figure 10 Idea development mind map from my sketchbook (2017). [OWN WORK] Figure 11 Product name ideas mind map from my sketchbook (2017). [OWN WORK] Figure 12 results from part of my Oral B questionnaire, created for primary research (2017). [Editing Own Work] Figure 13 Oral B consumer demographics (2017). [ONLINE] Available at: http://infoscout. co/brand/oralb?ab=b&utm_expid=75303912-21. aiFa0zGJQzyfc7McE2nqBw.1&utm_referrer=https%3A%2F%2Fwww.google.co.uk%2F [Accessed January 23] Figure 14 Oral B on social media sketchbook page using secondary images (2017) [Editing Own Work] Figure 15 Big ideas chart on the collaboration between Oral B and an irrigator from my sketchbook (2017). [Editing Own Work] Figure 16 3 concept ideas mind map (2017). [Editing Own Work] Figure 17 Creative concept 1 mind map using secondary images (2017) [Editing Own Work] Figure 18 Creative concept 2 mind map using secondary images (2017) [Editing Own Work] Figure 19 Creative concept 3 mind map using secondary images (2017) [OWN WORK] Figure 20 Results from my social media questionnaire created for primary research (2017) [OWN WORK]
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LIST OF ILLUSTRATIONS 2 Figure 21 Oral B on Instagram (2017). [ONLINE] Available at: https://www.instagram.com/oralb/ [Accessed January 23] Figure 22 Oral B on Twitter (2017). [ONLINE] Available at: https://twitter.com/oralb [Accessed January 23] Figure 23 Heydar Aliyev Cultural Cenre built by Zaha Hadid (2012). [ONLINE] Available at: http:// www.zaha-hadid.com/architecture/heydar-aliyev-centre/ [Accessed January 25] Figure 24 Dongdaemun Design Plaza by Zaha Hadid (2014). [ONLINE] Available at: http://www. zaha-hadid.com/architecture/dongdaemun-design-park-plaza/[Accessed January 25] Figure 25 Steps at the Heydar Aliyev Cultural Cenre by Zaha Hadid (2012). [ONLINE] Available at: http://www.arcaidawards.com/media/e00f7933fabb-4fdf-a0eb-77a3e41a840b-heydar-aliyev-centre-1-interior-with-staircase-and-man [Accessed January 25] Figure 26 Final execution image 1 using secondary images (2017). [Editing Own Work] Figure 27 Final execution image 2 using secondary images (2017). [Editing Own Work] Figure 28 Final execution image 3 using secondary images (2017). [Editing Own Work] Pinterest link page (page 27) Jil Sander womenswear Autumn/Winter 16 (2016). [ONLINE] Available at: https://uk.pinterest.com/ pin/517914025879761930/ [Accessed January 25] Blog link page (pg 28 - 29) DKNY resort collection Spring/Summer 17 (2017). [ONLINE] Available at: http://www.vogue.ru/fashion/news/dkny_resort_2017/ [Accessed January 25]
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PINTEREST.COM @OLIVIALIBURD
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LIVVLIB.BLOG
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GSPOT.CO.UK
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SUMMATIVE BRIEF REPORT OLIVIA LIBURD N0682898 FASHION COMMUNICATION AND PROMOTION FASH10105