Ngee Qi Tiong BA (hons) Fashion Concepts & Communication Fashion Practice & New Technology
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Content Front Cover
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Illustrations
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Concept
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Digital Moodboard
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Case Study
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Communication Elements
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Back Cover
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Concept “A fairly new (2007) Japanese fashion/lifestyle trend, dedicated to living a cheerful, simple, natural life of a girl in the forest. “mori” in Japanese means “forest.” The fashion style is loose, light and airy, layered with warm, bulky sweaters and scarves and tough boots for navigating the wilderness. the style utilizes pale colors, like oatmeal, light pink, light greens and browns, as well as rich gem tones like sapphire and ruby. Crocheted and knitted items accessorize the look. The aesthetic has also leaked over into interior design. Rooms inspired by mori girl are often filled with sunlight but clear of clutter save for a few spots stacked with old books, antiques and a vase of sunflowers. Mori rooms often look like cabins from a fairytale. The lifestyle seems content with solitude, however it doesn’t close itself off from a social life intentionally. A mori girl has no qualms about going off into the forest alone or enjoying a cup of tea and and an old book in her favorite coffee shop by herself. She is intelligent, secure and confident in herself, and as such is never loud or overbearing. She just prefers to live unfettered and uncluttered. Mori girls carry themselves with a quiet strength.“
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Case Study
Nilorn UK is a Fashion Branding company with a 75 year history. Originally a weaving company in Leeds, the brand has now branched out to over 2000 offices worldwide and has about 12 million pound turn-over. Nilorn has previously worked with big labels such as Superdry, Ted Baker and Fred Perry. They have provided them with items such as woven labels, packaging, buttons, zips and even shoelaces. Nilorn utilises technology efficiently and have a strong social network team set across various platforms like twitter, instagram and youtube. They currently push the boundaries of advertisement technology. An example of this is the usage of the app called “Aurasma� With this app, customers to scan the photo of their advertisement using the phone camera, turning the still photo into a video.
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