IAM
WELCOME
FUNCTIONAL VA L U E S
21 23
COLORS
CENTRAL VA L U E S
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LOGOS
INTRODUCTION
4 CONCEPT
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24
TYPO
VISION
MISSION
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TA R G E T GROUP
EXPRESSIVE VA L U E S
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As the fashion industry is constantly growing, and changing ; as we see more and more brands appearing and stores opening all over the place, we realized that “muslim fashion” or “modest fashion” is something that Western countries are struggling to embrace and to put in the market.
INTRODUCTION
living in Amsterdam told us : ”The problem I face when I go to most clothing stores, is that the clothing that are very stylish nowadays are often too revealing for what I believe in, so I go back to simple pieces that always work but can be very boring”. It’s to answer to this frustration and to reach a population which Knowing that 20% of the has often been forgotten population is muslim, we by the Western industry can understand that a big that we developped IAM. part of this population is not reached in an efficient This book will revealed way by the industry. IAM who we are, what we stand is here to answer a real for and believe in. We need, truly be innovative, intend through this book to and set the first step the inspire people, encourage way for something bigger. reflection, and guide you The issue that many muslim towards the discovering women are facing, is finding of what such a brand will fashionable clothing which bring to the industry. respect their faith and traditions. A 25 year old muslim woman ,
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CONCEPT
IAM is a brand which stands for muslim women who , with style and elegance, want to break predjudices and make their voice be heard. We create space for these women to be able to freely live their faith and show the world that being muslim doesn’t exclude being cool , stylish and elegant. Being muslim can be incredibly inspiring, beautiful and powerful. We proudly present to you a brand which adds value to the fashion industry and answers a need that has often been ignored or badly covered.
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”
W
E BREAK PREDJUDICES WITH ELEGANCE AND STYLE
”
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VISION NO ONE SHOULD COMPROMISE THEIR BELIEFS IN ORDER TO BE EMPOWERED AND FEEL BEAUTIFUL
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MISSION WE CREATE STYLE THROUGH GARMENTS THAT ARE ELEGANT, MODEST, AND RESPECTFUL OF THE MUSLIM FAITH
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”
WHILE SEX SELLS MORE THAN EVER AND WHILE DISPLAYING YOUR BODY IS INCREASINGLY POPULAR, THERE IS SOMETHING UNIQUE AND POWERFUL IN NOT EXPOSING YOUR BODY, IN THE ART OF MODESTY, AND IN THE BEAUTY OF COVERING WITH ELEGANCE AND STYLE
”
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C E N T R A L VA L U E S
RESPECTFUL
We believe that respect should be a key foundation for everything we do in life. This is the very thing on which one our brand is built. we believe that every outlooks on life should be accepted and celebrated no matter how different they are. IAM respects the faith and beliefs of muslim women by celebrating and embracing it.
EMPOWERING
As a brand, our goal is to give a voice to muslim women. We want to enable our customer to embrace and feel free to be who they are. We allow them to shine out, and to unapologetically be themselves.
OPEN-MINDED
We throw stereotypes away and think out of the box. Muslim culture has been screened by a veil of narow mindedness and predjudice for a long time and we break this misconception by giving a new approach to what it can looks like to be muslim. We embrace differences and diverging way of thinking.
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F U N C T I O N A L VA L U E S
MODEST
Obssessed with satisfying our customer , what we create is based on Islamic principles, offering modest clothings. We make sure that what we offer allow them to freely live their faith without ever compromising their belief for the sake of style.
COMFORTABLE
Because we want our consumers to feel good in what they wear, we focus on delivering comfortable products. IAM believe that one can only truly be happy if she is comfortable. Therefore we aim for the best, by delivering products that are always pleasant to wear.
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E X P R E S S I V E VA L U E S
SIMPLE
IAM isn’t one to over complicate , or to overplay. We like when it’s simple and clean. We believe that “less is more” and that the strongest ideas are the one spoken simply. We communicate clearly and are straight to the point.
ARTY
We love to find inspiration in art such as paintings, sculptures , dance etc. We’re fascinated by those movements, soft colors and abstract lines.
ELEGANT
We communicate with elegance and delicacy. We are not in the face but rather subtle and refined. We are all about little details and feminine cut. With elegance, we always deliver our messages.
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TARGET GROUP
IAM is here for the elegant and modern muslim woman who is between 24 and 30 years old. Tied to Islam , she follows the traditions of her faith, and lives in a Western country or is largely influenced by it. She beautifully mixes her beliefs and religion with an extremely elegant and modern touch inspired from the Western culture. She is educated and delicate, cares about her well-being, and her health. She is the kind of person that pays attention to the small details and that would go to a nice museum or art exhibition rather than going to a bar. In everything she does, she likes to be sophisticated and feminine but never sacrifices her comfort for that. She is independant, has a successful career and belongs to the upper class. She lives by “less is more�, and by the strong belief that quality is always better than quantity. IAM embraces who they are by offering them products that correspond to their needs , personnality, ways of thinking and faith.
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LOGOS
IAM
IAM is a statement. It screams yes I am , and I am writing my story no matter what you think. It is unapologetic, but still elegant and simple. The line and the dot represent our customers wirting their story with confidence. But it also, with subtility represents the pin that muslim women use to secure their headscarf.
IAM
This second option is perfect for a store front window, billboards etc.
“SIMPLE,ANDSTRAIGHTFOWARD ELEGANT �
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IAM IAM IAM IAM -22-
COLOR PALET TE
DARK GREY
SLATE BLUE LIGHT STEEL BLUE DARK PURPLE
PALE ORCHID LIGHT PINK MISTY ROSE
We’re all about those soft and delicate colors. Representing the subtlety and sophistication of IAM , we love those pastel feels and settled colors.
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TITLES
TITLES
FONT: Sukhumvit Set thin. Capital letters
TITLES
T YPOGRAPHY
TITLES : A clear and clean font which is simple and looks good. The opacity is reduced, and doesn’t take away your attention from our goal and the content. This font is only used for titles in capital and in vertical. The length of it is adapted to the length of the text or image next to it, and is slightly underlined to give some structure.
TEXT : This font is black, and has no opacity. It makes it easier to read and makes the content of the book stand out. It still has a clean and clear look. This font is used for every texts possible. FONT: Sukhumvit Set light. SIZE: 12 pt (body text)
ABCDEFGHIJKLMNO abcdefghijklmnopqr
HIGHLIGHTS : This font is used for quotes , or for very brief and important aspects that we want to highlight. It always is in capital and black. As usual , it is clean , clear and simple. FONT: Sukhumvit Set light. Capital letters. SIZE: 18pt
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ABCDEFGHIJ KLMNOPQRST
MaĂŤva Domingues - B1EI / 2017
M A D E W I T H LO V E