MINSONG
MINSONG This book is aiming to introduce new contemporary womens footwear designer label MINSONG. MINSONG will be launched in May, 2011 as an independent designer footwear label, for its very first season Autumn/Winter 2012. The first collection of MINSONG will present whole new aspect of footwear with conceptual approach and contradistinction in construction. The purpose of launching is to establish the brand MINSONG as one and only brand with cutting-edge design and best quality with different approach in design. The researches in relevant area are followed to set brand identity in current conceptual design footwear market and discovering potential opportunity in retail.
BRAND ETHOS Abnormal Aesthetic Above the Modernity New classic Avant-garde Discerning Silhouette Conceptual Minimalism Qualified in Premium Multi- communication
The brand MINSONG aims to be valued as an exclusivity in unique shell with above brand ethos. With its unusual and conceptual design it will stand firmly as a new cutting-edge label. The brand consist in two different ranges - Signature collection and Core collection. In signature collection, experimental figure and discerning silhouette will be presented. Customers will experience abnormal beauty from the product and the peace will be remain as timeless new classic in strongest feature. In its core collection, even simpler but unique design will be introduced to meet bigger group of customers in Premium footwear market. Wearable conceptual in minimalism will be brought to them.
Diverse factors and customer researches in following chapters support setting the brand identity and business plans to achieve successful launching of MINSONG.
CONCEPT MINSONG’s first collection will be launched in Autumn/Winter 2012 season. And it will introduce bold concept with cleanest line and extra-ordinary shape into the market.
In its signature collection, experimental figure and discerning silhouette will be brought together with premium quality materials and craftsmanship. Customers will experience abnormal beauty from the product and the peace will be remain as timeless new classic in strongest feature.
In its core collection, even simpler but unique design will be brought to meet bigger group of customers. Wearable conceptual in minimalism will be the main concept of the range.
Nature meets Foreign Warm meets Cold Matt meets Glossy Organic shape and metalic surface of chairs designed by Ron Arad 3D printed shoes, Mojito, by Julian Hake Artificial joint made with chrome Extraordinary shape of Cheetah, artificial limb for athletics,made with high performance carbon fibre, by Ossur Bone like 3D printed high heel by Pauline Van Dongen
These inspiring details and shapes will be brought along with suggested materials and colour within whole theme of collection. Mixing of different materials or completely opposite textures will be expressed in MINSONG’s shoes in conceptual and sophisticated way. Streamlined shape in organic form will be key silhouette of collections.
The idea started with consciousness of fashioned body. And the visual idea is linked to orthopaedic images and prosthetic body. Inspirational direction for this is the organization of human body with prosthetic gadgets. As Marie Chouinard’s dance performance bODY_rEMIX/gOLDBERG_vARIATIONS showed to us, human body can have unique and organic relationship with attached non-human body device such as crutches and artificial limbs (or any body part). Above intriguing figures became strong inspiration and main concept for MINSONG’s first signature design.
Expanding the idea of body organism, medical bodies were looked subsequently. Foreign materials attaching onto natural human body could be connected to ultra-modern concept with metallic materials. As I studied prosthetic mobility devices, construction and mechanism of fleexfoot, made by Ossur, can be connected to detail of design. Ossur is Iceland based company making non-invasive orthopaedics.
3 1 4
5
2
FAUX REAL Faux real is appointed as one of leading trend for AW’11 by WGSN. This trend meets MINSONG’s concept of super-modern and experimental theme. With these materials, MINSONG will carry “natural but not natural like" illusional element into its design. This theme accompanies with below materials.
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1&2 - Rubbery surface of real leather
- Polyurethane coated cow leather
- Art no. - Matrix Corsaro , supplier - Nouva osbaItalia, s.p.a.
- Colour : Gold , Lima
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3&4 - Nubuck - Velvet like surface, Grey and Beige
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5 - Vegetan leather - natura matt texture and thickness
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Rubber coated zip - rubber coated on the tape, non-glossy looking zip
PANTONE 719EC
PANTONE 434EC
PANTONE 14-4201 PANTONE 14-1314
COLOUR Chosen colours will be important part of design to express the concept. Conceptual design doesn’t always need to be black. MINSONG is more focusing on using soft colours and keeping in neutral for its subtle and sophisticated design RUSTIC GOLD NUDY TONES Natural nudy is going to have fainted tone with touch of "metallic metalic" gold. The gold will be touch of gloss texture but also have rustic feeling on it. DULL PASTEL Rough but soft feeling is key theme as well. Dull and neutral but light colour will be used to express bit of femininity.
PALE ACCENTS Very pale but strong accent colours will bring zingy touch on the product. Redish and dark/pale colours will be added on natural tone. Blue tone will express subtleness and add edge.
CUSTOMER AGE GROUP
18 - 23
24 - 30
30 - 35
35 +
18-23 A fashion blogger Lives in Surrey, UK Keen on making style board and wish list Huge fan of Rick Owens Buy All saints as alternative Primark hater Shops at TOPSHOP, COS, Uniqlo, American Apparel Internet shopping at ASOS & ebay Favourite department store is Liberty DIY sometimes Reads love magazine and an other
24-35 Architect And parttime Interior designer Lives in Oslo, Norway Mom of 22months old boy Hardworking but full-time mom in weekend Prefer simple but strong piece Love A.P.C. jean and obsession with cashmere Highheel lover Organic food lover Business travelling around Europe Shops at colette and liberty Internet shopping at netaporter & ebay Listens the whitest boy alive
35+ Owner of design book shop Lives in outer London, UK Mom of 12yrs old girl Quality concerned must have spa once a week Loves sushi Drive hybrid car Bang & Olufsen audio & Georg Jensen Kitchen Holidays in Egypt and Cyprus Internet shopping at matches Listens clssical music Watches BBC