Capsule Collection Portfolio

Capsule Collection ( E19CA/CB)

WITHIN A RADIUS MAY CHO BA Fashion ( Heriot-Watt University)

DESIGN STATEMENT The core purpose of my design concept is to express the Guy Bourdin’s Untitled 1952 photography from my collection. I want this capsule collection to be linked with the last project, diversity. As this collection is mix, stir, unite of Urban and Luxury, I want my collection to be urban with luxury feel.

“Black on Black, White Out, Fade to Grey”, we had to choose one from those 3 colour groups. Those three are my favorite colour and I was bit confused first until I saw the quote of Yohji Yamamoto.

“Black is modest and arrogant at the same time. Black is lazy and easy — but mysterious. But above all, black says this: I don’t bother you—don’t bother me.” – Yohji Yamamoto (Bateman, 2016). Yes, there is no other than black for me as my customers can be anyone regardless of age, nationalities and any backgrounds.

My silhouette will be in different geometric shapes like round, circular, triangular, loose and straight as well according to my sketchbook, 2D & 3D experimentations. I get inspired a lot by Lanvin, Yohji Yammamoto, Pierre Cardin and Commes Des Garcons’s silhouettes. Still, I need to make it look really urban and luxury as I have different silhouettes going on.

I would like to use frills which I used in previous project called diversity. I personally think using frill would give the luxur y feel in my collection. I explored on many designers such as Chiristian Dior, Viktor and Rolf, Elie Saab and Yulila Yanina Spring 2016 collection.

I used various kinds of black fabrics depends on my garments; wool which is good for Autumn/ Winter and gives me the structure, soft net fabrics for the frills, paper silk, polyester and waterproof fabrics. I also have plans to use some functional details such as pockets, side release buckle, and zips,etc.

I would like to use my old skirt, made with lace and frills, which has been with me nearly 8 years. I found it when I cleaned the wa rdrobe and I was going to throw away that skirt. But it suddenly came up into my mind to use in my projects since it is already frills regarding with my design aesthetics. As an upcoming designer, I really want the fashion industry to become more sustainable.

CUSTOMER PROFILE Name - Akiko Higashi Age - 30 Occupation - Freelance Photographer Locations

- Tokyo, Japan

Language

- Japanese, English, Korean

Income

- 35-50k

Interest/Hobbies- Travelling & Photographing Shopping habits –Once Or Twice a month Style Signature - Minimalist Akiko is a 25 years old Japanese woman who lives in Tokyo with her family. She is a freelance photographer. She mainly works for fashion websites and magazines in London, Japan & Korea. She loves travelling and photographing in her spare time. Being a photographer who works especially in fashion industry, she also has lots of interest in her own fashion as well. She usually shops once or twice a

 month. She likes the clothes with details, tailoring piece and clothing that gives her structure, self-confidence and elegance. She loves to buy clothing from Dover street market. She normally buys clothes from various designers such as Comes Des Garcons, Raf Simons, Junya Watanabe & Isse Miyake,etc.

CUSTOMER PROFILE

Name Name - Lia Gagnon Age - 22 Occupation - Student & Fashion Blogger Locations

- Ottawa, Canada

Language

- English & French

Interest/Hobbies- Shopping, Go to galleries & fashion or art Events Shopping habits - when she has money

Lia Gagnon is a 22 years old French, Canadian woman who lives in Ottawa and Paris, born from Canadian writer dad and French footwear designer mom. She currently studying master in fashion communication and styling. She is a fashion blogger. She works part time at her mother’s business in Paris in her spare time.

She likes to go fashion events, museums, and galleries. Her favourite designers are Molly Goddard, Viktor & Rolf and Givenchy, etc. As a fashion blogger, she has an interest on new &

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emerging designers as well. She loves to find unique quality pieces. She follows current trends but adds her own cute style.

MARKET ANALYSIS Brand Identity MMTC-MMTC is a well-respected brand, offering high fashion with unique, innovative and high quality garments. It is a brand for women who wants to show her strong personality through her stand-out. The most interesting fact of MMTC-MMTC is ecofriendly and sustainable. The name o f the brand stands for; “M-Modern, M-Minimalism, T -Timeless, C -Care our environment �.

Target Market The main place for launching the brand is London, Paris & New York. The target consumers are described as follow.

•

Adult women

• Urban •

High Income status and purchasing power

•

Fashion conscious

Competitors As a competitor, Stella McCartney and Celine is chosen as they have a similar aesthetic of using ethical and sustainability. Pierre Cardin and Yulila Yanina are the competitors in terms of brand image. Also, Lanvin and Yohji Yammomoto, are the main competitors for MMTCMMTC.

INSPIRATION

DIGITAL DESIGN DEVELOPMENT

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