FIDM ENTRANCE PROJECT

S E L A N I P

A I F O S

TCEJORP

ECNARTNE

e l l e h C

GNITEKRAM

ESIDNAHCREM

MDIF

TYPICAL CUSTOMER I CHOSE TO NAME MY STORE CHELLE AFTER MY STEP MOM, MICHELLE, WHO I DECIDED TO USE AS MY MUSE FOR THIS PROJECT. IN HER TEENS AND 20’S SHE WAS INCREDIBLY FASHIONABLE, ACQUIRING THE NICKNAME “FABULOUS” BECAUSE OF HOW WELL SHE DRESSED. AT 29, MICHELLE MARRIED MY DAD, WHO HAD TWO DAUGHTERS IN THEIR EARLY TEENS. SHE DECIDED TO START HER OWN COMPANY AND SOON BEGAN TO PANIC. MICHELLE STARTED TO FEEL THE PRESSURE FROM SOCIETY THAT MANY WOMEN HER AGE EXPERIENCE- THE PRESSURE THAT SUGGESTS THAT IN ORDER FOR A WOMAN TO BE TAKEN SERIOUSLY SHE HAS TO TONE DOWN HER SENSE OF STYLE. SHE QUICKLY CHANGED HER WARDROBE INTO A UNIFORM OF ALL BLACK BECAUSE SHE THOUGHT TRENDS AND COLORS WERE TOO BOLD. OVER THE YEARS SHE LOST TOUCH WITH FASHION AND QUITE FRANKLY LET HERSELF GO A LITTLE, AS SOME WOMEN THIS AGE BEGIN TO DO.

I DECIDED TO CREATE THIS STORE FOR WOMEN AROUND THE AGE OF 30-40 YEARS OLD, WHO HAVE LOST TOUCH WITH HOW TO BE FASHIONABLE AT A NEW STAGE IN THEIR LIVES. THEY WANT TO BE SEXY, BUT NOT PROVOCATIVE, BECAUSE MANY OF THEM ARE MARRIED AND NEW MOTHERS. THEY TYPICALLY HAVE A FAMILY INCOME OF $100,000 + BUT HAVE BEGUN TO FEEL GUILTY ABOUT SPENDING A LOT OF MONEY ON THEIR CLOTHES, SINCE THEY HAVE MORTGAGES AND CHILDREN TO WORRY ABOUT NOW. I DECIDED TO MAKE THE RANGE OF PRICES FOR THE ITEMS IN MY STORE AROUND $65 - $300 BECAUSE I WANT WOMEN TO FEEL COMFORTABLE BUYING A FEW ITEMS AND NOT FEEL REMORSEFUL AFTER DOING SO.

I HAVE CREATED A LOOKBOOK FOR MY STORE USING MICHELLE AS MY MODEL. I CHOSE A COLOR PALETTE OF MAINLY BLACK, TO KEEP HER COMFORTABLE, WITH POPS OF RED AND ANIMAL PRINT FOR A MORE FUN LOOK. THIS PROJECT WAS A GREAT EXPERIENCE FOR THE BOTH OF US. AFTER WE WERE FINISHED, MICHELLE THANKED ME FOR “MAKING HER FEEL PRETTY AGAIN”. I WAS THRILLED, MY GOAL FOR THIS STORE IS TO MAKE WOMEN REALIZE THEY CAN BE PROFESSIONAL, YET STILL FASHIONABLE.

SUNGLASSES: $120,

BLOUSE:

$285, THE

LE

EDITED

LPA

$220,

BACKPACK:

KENZO

FRAME

LEGGINGS:

LABEL

SPECS

THE

$275, $250

DAILY

SNEAKERS:

CASUAL WEAR

COCKTAIL ATTIRE

EARRINGS: ARITIZAN JOYERA $120, UNDERSHIRT: STONE COLD FOX $270, DRESS: RÉALISATION PAR $210, CLUTCH: ST XAVIER $125, HEELS: STEVE MADDEN $95

HOOPS: HARLOW

RELQUIA $195,

GORJANA

$80,

JEWELRY

$120,

CROSSBODY: THIGH

HIGH

SWEATER

WHITING

BOOTS:

&

DRESS:

DAVIS

RAYE

$270

HOUSE

$225,

RING

OF SET:

DATE NIGHT

BUISNESS CASUAL

BLAZER: PANTS: FLATS:

ALL

SAINTS

$210,

REFORMATION SPLENDID

$125

BUTTON

$200,

TOTE

UP:

VINCE

BAG:

$230,

URBAN

EXPRESSIONS

$105,

HAT: BRIXTON $70, GRAPHIC TEE: ZADIG & VOLTAIRE $110, SKIRT: JUST FEMALE $145, OVERSIZE WALLET: TOPSHOP $125, BOOTIES: MARC FISHER LTD $200

BRUNCH OUTFIT

Chelle

SOFIA PINALES MARCH

2018