© Lynx designs by Grace Dean , Illustrated by Megan Brooks. 2012.
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© Lynx designs by Grace Dean , Illustrated by Megan Brooks. 2012.
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37. LFW logo & NEWGEN logo
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SIA Snow Show 2013
Christopher Ræburn 45°55’N Show Booth. Visual mock-up
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Mock-up of the 45°55’N Runway Exhibit at the 2013 SIA Snow Fashion & Trends show. (2012): own image.
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© design by Megan Brooks. 2012.
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© design by Megan Brooks. 2012.
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© design by Megan Brooks. 2012.
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42. Christopher Raeburn’s Twitter page, 2012.
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© design by Megan Brooks. 2012.
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Final garment label design:
After developing the label design, the final garment label accurately describes the re-appropriated materials used to construct the garment and the garment care instructions of the 45°55’N skiwear collection. It also features the visual branding of the 45°55’N collection alongside the once-famous Gannex fabric logo, representing the Gannex elements used within the manufacture of the garments.
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Website design The retailing of this skiwear range will take place both on-‐ and off-‐line with in-‐store sales and an online presence. Christopher Ræburn has an exisKng website featuring his current collecKons, whilst also displaying links to his About, News and CollaboraKons. His collaboraKve collecKon with Victorinox has its own separate website, with its own visual branding and idenKty; this is the intenKon for 45°55’N skiwear range. This design venture will see Christopher Ræburn collaborate with Gannex, the BriKsh born waterproof fabric technology.. The retailing of this collecKon will be reliant on a strong online brand, and a thorough visual idenKty that corresponds with the exisKng Ræburn brand. The website will showcase the collecKon and communicate the background story, design story and manufacture story as well as the visual idenKty. The About and Stockists pages on the website will detail where 45°55’N is available to purchase. By creaKng a website for this collaboraKve venture, there should be an increase in online sales for both the original Christopher Ræburn brand and the skiwear collecKon with Gannex fabrics. The online promo-on for this skiwear collecKon will consist of an E-‐shop website, through which consumers can purchase the garments and experience the skiwear brand through manufacture and retailing, understanding the brand story behind 45°55’N. The website will detail where the materials are sourced from, how they are manufactured domesKcally and will create a world around the new Ræburn skiwear brand. The design and content of the 45°55’N website will be visualised in the 10.0 3D secKon of this report.
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Look book A look book will be designed to visually communicate the skiwear designs for 45°55’N Christopher Ræburn. The look book will be graphically styled in a similar way to that of Ræburn’s past printed media, to keep with designer’s current branding and visual identity. This will ensure a visual coherence between the brand and the new skiwear sub brand /collection. The look book images will show in detail the aesthetic design and functional features of the individual ski garments, whilst also detailing what fabrics have been used in the production of the garment. Christopher Raeburn’s existing promotional prints are quite a minimal design, with the use of symmetrical imagery and light box photography. This creates a very clean, modernistic type of photo that reflects the simplistic functionality of Christopher Ræburn. The final images of the ski wear garments within the look book will demonstrate the fine detailing and meticulous cut of the garments, whilst also visualising the colour, pattern and texture of the fabrics. The look book will be available online, to visualise the skiwear collection to the online consumer, whilst also being a part of a press pack to promote the collection to the industry and press. The look book will also be available in stores that stock 45°55’N Christopher Ræburn, this will provide the consumer with a piece of visually satisfying print media that effectively communicates the visual identity of the collection.
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LOOKBOOK DESIGN – A3 SPREAD FRONT COVER FOR 45°55’N COLLECTION
Front facing design
Collection preview
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A3 look book design – 4 fold
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