Once upon a time...
In a land where luxury spanned the design scale... a woman was emerging who wanted more... she had personality, with a lifestyle to match... and knew what she wanted. Actually, she seemed a bit familiar. It’s time to offer her something new... that she can relate to and inspires her. It will be something she becomes aware of... then really gets to know... a fantasy she can buy into... as well as engage with. It has a certain look... and way of expressing itself. In spring 2014, it all begins...
In a land where luxury spanned the design scale... High End Luxury
Focus Opportunity
Bordelle
VPL
Obey My Demand
Lascivious
Made by Niki
Damaris
Marlies Dekkers
Yes Master Future Opportunity
Carine Gilson La Perla
Chantal Thomas
Stella McCartney
Mint Siren
AP Soiree
Agent Provocateur
Dirty Pretty Things
Traditional Lingerie Design
Fashion-led Lingerie Design
The Lake & Stars
Nichole de Carle
Kiki de Montparnasse
Myla
Mimi Holliday Princesse TamTam
Fleur of England
Aubade
Ell & Cee
Rigby & Peller Triumph Simone Chantelle Essence Perele Elle Pleasure McPherState son
Accessible Luxury
Calvin Klein
a woman was emerging who wanted more...
“...people are reacting to a state of overwhelmed confusion...looking to be awed...engage with and search for suburb design...taking the best of the past and reshaping it for a very different world...anything contemporary will see a huge resurgence in interest, as opposed to the passion for all things vintage...rethinking and redesigning social structure...reduce the cultural gap between older and younger generations...‘new
era
of pause and purchase’...creativity will remain in terms of innovative production methods and a skilled level of craft...realistic commerce...a pleasurable life will be increasingly important, but not just for the chosen few...redefining our approach to pleasure, people will also redefine notions of ownership in terms of luxury or fun...this is an entirely new group of consumer...aspirations
are moving up Maslow’s pyramid...emphasis on the basics: great fabrics, aggressive tailoring, thoughtful accessorising...in a time when fashion is as subjective as art, it takes some-
one with expression of individuality and flavour to stand apart from the masses...fun and pleasure with sustainable responsibilty...values are in line with theirs...finding out who you really are and accepting that the real you is ok...understanding the real you in terms of how your mind and body work...real-life settings... behind-the-scenes and how-it-was made content will be as appealing as finished products...reduce the amount of technology...more human connection...fight the LOLs and the OMGs: fight the little white headphones...consumers are tired, confused and over stimulated with the amount of technology they are seemingly supposed to keep up with...appropriateness in sexuality...the reality that will draw in consumers will be full of wonder and awe-inspiring new stories...balance between art and commerce...balancing responsibility with hedonism, creativity with
calm, and considering luxury in terms of expression of individuality...finding and sharing the good things in life...balancing
technology with humanity...realising there is a value in being discon-
nected...to balance reality with wonder and strike a balance between art and commerce...”
(Marshall-Johnson, 2011)
she had personality, with a lifestyle to match... stays awake
escapes here
grabs a coffee
keeps it classic
believes in beauty in design
lives urban enjoys art is free eats this is a cat person
mixes & matches
likes a drama makes a statement has a city view
has dinner with friends
takes trips
breakfasts on this
styles it up
wraps up
discos
can be a hoarder
has a lot going on
likes colour
relies on the essentials
bathes here
works here drinks red
organises
holidays here
fills her home
and knew what she wanted. she is
a 25-34 year old A/B living in London
who wants
to reflect her style and personality through underwear she can wear as outwear, whether alone or as part of an outfit
so needs
an exclusive, fashion-led underwear that makes a statement, that she can choose from to create her own look
with benefits
including contemporary design styling and a cohesive look
and features
such as exquisite craftsmanship and made-to-measure fit.
Actually, she seemed a bit familiar.
Ulyana Sergeenko
Isabella Blow
Tilda Swinton
Daphne Guinness
Mary Kate Olsen
Daphne Guinness
Mary Kate Olsen
Tilda Swinton
It’s time to offer her something new...
A story of a high fashion concept, with a luxury approach, in the intimate apparel market - told in a contemporary couture style. Driven by a design ethos of intricate simplicity that targets an effortlessly individual woman who is looking to express herself in a contemporary way with products that excite her, that she chooses for herself and makes her own.
that she can relate to and inspires her... eclectic
con·tem·po·rar·y | adjective 1 belonging to or occurring in the present
ex·pres·sive | adjective 1 effectively conveying thought or feeling
au·then·tic | adjective 1 of undisputed origin and not a copy; genuine
consumer
Inspired by variety, she collects what she loves and that suits her mood at the time
Excited by new interpretations and things she hasn’t seen before
Is who she is, but can change her mind and adapt her taste with new influences
Knows herself and does not try to change to suit trends
brand
Differentiation across settings for mix & match opportunities within a cohesive collection
Questions perceptions to always gives something new
Reflective of now, but challenges the future, always staying true to own identity
Stays true to the brand personality and always listens to the consumer
product
authentic
Combination of intricate detailing mixed with simplistic styling
Fashion led design that offers a modern interpretation of what lingerie can be
Demure sophistication with unconventional pops for an open outlook
Crafted pieces that create wearable looks and styles to fit into modern life
communication
ec·lec·tic | adjective 1 deriving ideas, style, or taste from a broad and diverse range of sources
contemporary expressive
Mixed use of specific tools, both traditional and up to date to tell one story in a relevant way
Considers new and experimental ways to make an impact on the consumer
Shows personality, giving an opinion and direction
Builds perception without creating illusions
It will be something she becomes aware of... Press Packs Packs sent out to targeted wholesalers, stylists and bloggers that includes a lookbook, brand overview, designer background, press release and contact details. Sent out via mail when new seasons collection is launching or any specific event is occurring, with a follow up phone call/email to ensure it has been received and looked at. Presented as closely as possible to how products are presented. Press packs will make influential people aware of the brand with the aim that they will then buy into it or feature it as appropriate. Specifically sending out hard copies will establish the brand as luxury and show seriousness through investment (in time and money), it will also mean it is less likely to be overlooked in comparison to a digital version. LCF Showtime London College of Fashion’s online platform to promote graduate designs through personal portfolios. Present final year work that shows key skills and personal style as well as any promotion the collection may have gained. This will be updated as necessary. Being a graduate from London College of Fashion automatically gains a lot of interest in the industry and this is a way to communicate on a personal level. Business Cards Personal business cards. Standard business cards to be given out to people who are interested in the brand in anyway and would like to remain in contact or will want further information in the future. To pursue relationships and act as reminder to do any followups. Events Casual events that exhibit new collections to potential buyers and influential people in the industry. Seasonal events to be organised with collaborations and sponsorships to share costs in a casual setting to allow to build relationships with people and introduce the brand in a friendly atmosphere. Initially trade shows will be too expensive and so an event allows for networking opportunities on a limited start-up budget. The brand can be presented in its own environment, which ensures it is communicated in the most appropriate way.
then really gets to know...
Brand Ambassadors Friends and previous customers who wear products to represent the brand. Either specific people who where products to targeted events/ places or people who have just bought products and are wearing them out. The pieces are seen and the brand can gain recognition, offers the opportunity to target social groups as well as gain wider media coverage if worn at the right events/places. Lookbooks Printed and digital seasonal catalogue showing the collection in terms of both product and mood. Mix of imagery that portrays the mood of the collection as well as product details with information that will mean it will work as a tool for both buyers and consumers. To offer a collection overview that makes a statement about the brand to increase awareness as well as being used as a sales tool. Word of Mouth People who have become aware of or bought into the brand promoting it through talking to others about it. People who have become aware of the brand recommend it to their friends. The brand is given credibility by being talked about by friends rather than through paid endorsements. Website Brand website that showcases the brand and the collections in it’s own space. Website used to give information about the brand, show the collection and offer a platform for people to contact the brand regarding orders. An easily accessible tool to buyers and consumers to get to know the brand and it’s products as well as providing a space to make actual sale, all represented in a way appropriate to the brand identity.
a fantasy she can buy into...
Made-to-Order
Made-to-Measure Designs produced to clients measurements
Designs produced in sample size as orders are placed
E-Commerce
Private Individual customers who purchase either made-to-order or made-to-measure
Partner sites
(eg. yourbrandspace.com)
Wholesale Retailers who purchase made-to-order, possible exclusivity agreements could be established
as well as engage with.
Used to tell the brand story, get consumer insights/interaction and represent the authenticity of the brand though insights into the process. Used in connection with other social media platforms.
Consistent boards that represent elements of the brands including promoting own images and insights as well as sharing inspirations. Possibility to collaborate with guest pinners who suit the brands outlook. Used in connection with other social media platforms.
Reaches the consumer in her social group as well as getting constant feedback directly from her. Competitor brands also have a strong presence.
Adds to authenticity of the brand, reaching the consumer on a very personal level - sharing with her rather than presenting to her.
Instagram Images showing the work in progress of the designs, collection and inspiration - stylised in a consistent way and showing the care and detail that goes into the brand and the garments. Styled images that give show the personal side to the brand as well as allowing the consumer to share the images therefore building awareness.
It has a certain look...
72 mm
Logo
54 mm
Colour Palette
PANTONE 19-3803 TPX Plum Kitten
PANTONE 18-4105 TPX Moon Mist
PANTONE 14-000 TPX Silver Gray
PANTONE 13-1008 TPX Bleached Sand
PANTONE 15-1316 TPX Maple Sugar
PANTONE 18-1555 TPX Molen Lava
and way of expressing itself.
‘Contemporary Couture’ explored through ‘Intricate Simplicity’ Intricate, crafted details set alongside simple, directive lines. Balance throughout collections through emphasise on either intricacy or simplicity.
In spring 2014, it all begins... Launch of Debut Contemporary Couture Lingerie Collection Marie Gallagher is an independent designer freshly graduated from the BA Fashion Contour course at London College of Fashion. Her debut collection is a couture range of ‘made to be seen’ lingerie pieces that challenge the perceptions of how lingerie is designed and perceived. The design inspiration is drawn from Milan Kundera’s novel “The Unbearable Lightness of Being”, where various themes have been interpreted into tangible design features including ideas of the body, sexuality, death and kitsch. The collection tells the story of the overriding theme of lightness and weight through fabrics, colours and techniques. The body’s silhouette is explored through parts of the garment ‘growing’ outwards from style lines. Slightly opposing market trends, the outcome challenges the body’s natural silhouette in an awkward way, rather than enhancing the natural form. It offers an opportunity to consider how the wearer would feel about herself if her body were to reform. This is realised through sheer fabrics that are layered over the base garment and given structure through the use of boning and a solid trim that gives a light look but a weighty feel. A print has been developed through a collaboration that has interpreted a series of paintings that explore the perception of the body during the act of intercourse. The look of the paintings have been recreated onto fabric using a hand painted technique, making every garment individual. Intricate detailing completes the collection. Techniques such as quilting and beading are used in unexpected ways to represent design elements, creating pieces that are desirable and unique. Resin castings of bones, used as structural elements, have been hand finished to give a beautiful look to a morbid subject. All garments are finished with narrow bindings and hook and eye fastenings that give a contemporary yet hand crafted look. The collection will be made to order from July 2013. For more information and images please visit http://showtime.arts.ac.uk/MarieGallagher or email m.gallagher3@fashion.arts.ac.uk