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Portfolio Fashion communication and promotion Malaika Ullah
@malaikaullahofficial
Concept Styling mood board for AVON commercial project
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Trend
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AW21/22 trend board on South Asian fashion
Mock up’s Marketing mockups created for launching my chosen brand ‘Aara uk’ into my chosen emerging market of Dubai.
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Supply chain The environmental impact of fashion on the supply chain.
The supply chain process is the most important part for any clothing brand, this is where garment is produced and it is up to the retailer they choose to produce a sustainable garment. Process in the supply chain include extracting raw materials, converting raw materials into yarn, weaving and finishing fabric, dying the fabric, and then cutting and sewing, once this is done the factories can package up and ship the garments overseas. The supply chain is different for every brand but these steps are relevant to all, during the process the environment can be impacted drastically, for example is waste being disposed of correctly and do they use renewable energy resources? These questions come into consideration when a brand decides whether they want to produce a sustainable range, for example a brand like Zara will use a more modern and digital supply chain because they want to mass produce clothing to plenty of stores and are not affected by the impact on the environment, however a brand like Marks and Spencer’s will probably use a more traditional supply chain where the steps are more in depth in regards to materials.
In order for a brand to follow a sustainable supply chain they need to start with harvesting raw materials which are natural and easily renewable such as cotton, the brand should start by forming a relationship with farmers, along with their fabric suppliers, to know how the raw materials in their fabrics were grown, harvested, converted or otherwise made. If they are buying fabric straight from a supplier, this information could be considered proprietary, and therefore inaccessible. The brand should then go through the steps of a traditional supply chain in a sustainable manner and make sure they are working with companies and factories who follow the ETI base code, paying their workers to a good degree and being able to work in good conditions.
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Range plan
Range plan for 2 of the pieces from my 6 piece capsule range on South Asian fashion made sustainable.
About – This is one of the more expensive pieces in my range, it is a frilled sleeve high neck embroidered gown that is perfect for any occasion, it has a super classy look and fits with my brand image really well. I chose this cherry red colour as I think it will be popular for the season and it will also look really great in photos against the gold embellishments, it can be paired perfectly with gold jewellery and heels. It is made from pure cotton and micro silk which is produced from spider DNA. The dress is quite modest as it has a high neck and is a maxi length so it suits my target customer perfectly.
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About – This is the last gown in my range, it is a toffee brown colour with a high neck, side pockets and buttons all the way up. This piece can be worn with a plain long sleeve shirt underneath to look more modest or it can be worn on its own. The high structured neckline makes the gown look really expensive as well as its good quality fabric. It is made from banana fibre and cotton to give it a strong textured look. A product like this would take more time to make so we would pre order lots of them so that we have lots of stock in store, to make sure it does sell we would initially launch it online first where we can see how much hype there is for the product and how much needs to be manufactured.
Photoshoots
Photoshoot for styling project. Photoshoot for my emerging brand project.
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Culture Influence of race, youth culture and music on fashion in the 90s
The New Romantics refers to a sub culture which was popular within the first two years of the decade, it was a progression of punk and new wave movements influenced by pop music. Popular youth cultures included casuals and hip hop, these were influenced by sports and music and included designers such as Fred Perry and Karl kani. Colourful eyeshadow was popular along with smokey eyeliner, big frizzy hair, hair flipped to the side, high ponytails etc.
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Popular artists such as Madonna, Michael Jackson, Guns N’ roses, David Bowie, Ac/DC, John Lennon and many more.
Branding
Analysing personal branding through social media
Personal branding is key in the industry to making yourself stand out and being known for your personality rather than what you do, personal branding can be distinguished by key features, themes, aesthetic, style, hobbies etc. When researching celebrity Shay Mitchell’s personal brand I could see that her Instagram really is a reflection of her personality. Her career as an actress grew by starring on the 6 series show pretty little liars where she gained her following, since then she has focused on the YouTube platform where she consistently posts videos featuring beauty, fashion, and vlogs. She is quite open with her life and her instagram is very family orientated in which she shares pictures of her daughter, friends, travels and day to day life. Her instagram shows her personality well because she likes to keep a subtle theme and posts the same type of things, neutral filters, palm trees, pink and blue tones. I can see that her personal brand is really consistent and effortless, she doesn’t use any crazy filters or backgrounds but still manages to make her pictures eye catching and visually pleasing.
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Sketching
Culture has always had a huge influence on me whether it be in terms of fashion and my personality or the way I present my work and my influences. I enjoy drawing and designing outfits, dresses in particular and I hope to one day launch my own label with garments that bring peace and joy as well as overall good energy. This piece is inspired by south Asian culture and African prints. The style of the outfit is called ‘shalwar kameez’ which translates to ‘trousers and long shirt’ in English, it is popular style of clothing in countries like Pakistan, India and Bangladesh. I chose this style of clothing as it reminds me of the beauty my culture has and I wanted to design an outfit which has a modern twist but without westernising it. I chose to include African inspired prints as I really enjoy the colour palette they tend to have. I vision good vibes, music, food and sun when I see these prints so I wanted to design a garment revolving around this. I included a scarf on the side which is popular with all shalwar kameez outfits as well as a choker style necklace which gives me African vibes. I used flared trousers for this outfit as they have become a huge revival trend and make the outfit look more unique as well as a ruching detail on the waist of the outfit to look more sharp. This design is one of many but I particularly like it as it brings me joy and it is something I would wear. Materials I would use for this outfit would include cotton, micro silk and chiffon too.
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