A / W CRUISE 2013
ABOUT This portfolio was developed as part of my graduation project for the course BA(Hons) in Fasion: Design Technology, with major in Footwear, at the London College of Fashion (2010-2013). During the course, I had the opportunity to do an internship with Freya Rose, as her design’s assistant. This combined with my preview experiences in the shoe’s industry provided me confidence to start my own brand: Michele Hartmann Shoes. This brand has been conceived for a modern, confident and independent woman, who is a leader, not a follower.
INSPIRATION “I am not attracted to straight angles or to the straight line, hard and inflexible, created by man. I am attracted to free-flowing, sensual curves. The curves that I find in the mountains of my country, in the sinuousness of its rivers, in the waves of the ocean, and on the body of the beloved woman”. Oscar Niemeyer (1907 - 2012) Architect who recreated Brazil’s sensuous curves in reinforced concrete and built the capital of Brasilia on the empty central plains as a symbol of the nation’s future.
Design developing inspired by the S達o Francisco de Asis Church in Pampulha, Minas Gerais, Brazil.
Design developing inspired by the Cathedral of BrasĂlia in BrasĂlia, Distrito Federal, Brazil.
concept INSPIRATION Oscar Niemeyer / Contemporary architecture / Daily life IDENTITY Modern technology / Design / Curves / New materials PHILOSOPHY Mixing elements from new technologies, arts and curves. THEORY Developing shapes and moves through observation.
CONSUMERS The range was designed for those who love clothes and accessories. They are dynamic, independent and confident women who are concerned to look charming and glamorous. They like to follow the trends and the big brands.
The target market will be an upper class women, who is always looking utterly well dressed. The market place will be for the highest socialite: women that love big brands and don’t need to worry to spend lots of money on a pair of boots. She is 25, and looks for quality and high standard finishing products. Her personality is confident, discerning, well organized, forward thinking and easy-going. She lives in an original victoria house located in Kensington, London. She is a frequently flyer to destinations as Paris, Milan, New York. She enjoys spending time with her friends and she loves traveling either in summer or winter. She goes around London inside black cabs, stopping at her favourites shops: Louis Vuitton, Armani and Jimmy Choo. In the evening, she changes into her finest garments to sip champagne and enjoy a Martini over ice.
Metal
Fabric
Acrylic
Leather
COLORS & MATERIALS
oscar
Gold kid leather
LLV Ref. 18888 Gold
Black kid leather
Flexible resin
Black sued fabric
Transparent acrylic
dora
Gold kid leather
LLV Ref. 18888 Gold
Black sued fabric
White kid leather
Black kid leather
Wood
Black sued fabric
Transparent acrylic
ISA
Gold kid leather
Black kid leather
White kid leather
Black sued fabric
Black acrylic Wood White acrylic
ISA SANDAL
Gold kid leather
Black kid leather
Wood
Black sued fabric
Transparent acrylic
NANDA
LLV Ref. 18888 Gold
Gold kid leather
White kid leather
Black sued fabric
Black kid leather
Transparent acrylic
LUCIANA
LLV Ref. 18888 Gold
Beige kid leather
Gold kid leather
Orange kid leather
Brown acrylic Orange acrylic
NEUS
Beige kid leather
Gold kid leather
Orange kid leather
Brown acrylic Orange acrylic
Michele Hartmann
8 Kings Wood Court 48 West End Lane Kilburn - London – NW6 4SU E-mail: mihartmann@hotmail.com Mobile number: 079 7153 6147
Personal statement Throughout eight years of experience working in shoe companies I have acquired a comprehensive understanding of footwear design, construction and manufacture. I deeply am passionate and motivated about maintaining high quality standards through integrity and leadership. I enjoy travelling, working in different cultures, and I embrace innovation and change. As a result-focused individual, I aim to build a challenging career in international footwear development.
Interests and Activities Travelling around Europe has helped develop my communication skills through meeting a variety of people. I enjoy photography and testing my skills with learning about layouts and different types such as product, web, landscape photography etc. Being an active person I value and enjoy all kinds of dance and exercise helping me to stay focused, energised and motivated and of course as a genuine fashion lover I appreciation trend spotting, window shopping and fashion research.
Skills Language Skills Portuguese (native) and English (fluent), Spanish and Italian (basic knowledge) IT Skills Photoshop, Illustrator, MS office.
Jobs / Work Experience 2012-on going Michele Hartmann Shoes, London Uk and Novo Hamburgo, Brazil Duties: Owner of the brand Michele Hartmann (MH Shoes) Responsible for all running business, from clients to setting up prices, dealing with suppliers, buyers, costumers and marketing. Responsible for collections, which involves, research, trends, developing materials, colours and accessories for the ranges. 2011 Freya Rose, London UK, Freya Rose’s Design assistant (work placement) Duties: Helping at shows and events to promote the brand and sales. I also created a collection and two designs went into production. Celebrity Rochelle Wiseman from the band ‘The Saturdays’ bought one of my shoe designs for her wedding to Marvin Humes. 2009-on going Metalúrgica LLV, Novo Hamburgo, Brazil Fashion consultant (freelancer) Duties: I research fashion and trends and update the creative department to develop new samples and production of different types of metal accessories to go with shoes and bags. 2004-2005 Carter Associate, Leicester, UK Assistant to the footwear designer Jayne Carter I developed extensive knowledge and experience in day to-day business operations, for example liaising with buyers and product designers. Duties: Office management tasks, invoicing, shipping, customer services and contact with designers and suppliers.
2002-2003 G.V.D Traiding S.A., Campo Bom - Brazil Product Developer UK I was in charge of developing and delivering shoe samples on time and as required, and chasing the progress of orders by overseeing and managing the critical path. I prepared shipping documentation, produced reference books with sketches of samples, and advised customers of pending shipments and shoe samples. 1995-2001 Metalúrgica LLV, Novo Hamburgo –Brazil Sales Manager Duties: Customer Service, development of shoe accessories, order fulfilment, and communications with shoe export companies. I was also responsible for all sales representatives.
Education and Qualifications
Awards
2010-2013 London College of Fashion, UK Cordwainers BA (Hons) Fashion: Design Technology in Footwear Modules: Design, Pattern Cutting, Making (Footwear), Clicking and closing, Illustrator/ Photoshop, design developing, Portfolio and progressive technical application.
2013 Jimmy Choo awards 2013 competition, UK First prize in the Jimmy Choo awards, competition promoted by the Cordwainers, London College of Fashion
2006-2008 LTC College London, UK Diploma in Graphics and multimedia Modules: Photoshop, Illustrator, Flash
2011 Barratt’s Design competition, UK First place in Barratt’s Footwear award 2011 Two of my shoes selected to be produced
2005-2006 London College of Fashion, UK ABC Diploma in Cordwainers Footwear Modules: Design, Pattern Cutting, Making (Footwear), Closing, Clicking & Closing 2001 Saint Martins College, London, UK Summer course Modules: Basic knowledge of making and drawing footwear and bags. 1997-2000 Feevale University, Novo Hamburgo, Brazil Business Studies 1993-1996 Feevale University, Novo Humburgo, Brazil Footwear Designer and Accessories Modules: Data Processing, Geometric Drawing, Technical Drawing, Colour and Composition, Anatomy and Orthopaedics Principles, Modelling and Materials, Culture and Style Principles
2006 Arcadia group competition, UK Third place in the Evans Arcadia Footwear Award 2006