DESIGN BRIEF OBJECTIVE OF THE PROJECT
The objective behind this project is to create a collection which is inspired from the human touch.The idea is to amalgamate designs inspired by Human-to-human touch which conveys rich, meaningful social and emotional sentiments and that of a silhouette which could be worn by the Gen Z & Millennials. This project aims to cater to the Indian high street segment and to shift the focus to monopolizing and catering to the growing desire for streetwear, through a local medium. The focused client is a socially conscious woman in her young adulthood. She is dedicated to sustainable and eco-friendly living, with fresh ideas and aesthetics. She is vocal and knowledgeable about her choice of fashion. She prioritizes raw aesthetics and uniqueness and emphasizes on innovation and forward-thinking. And she loves a statement gender-neutral piece. The final outcome is a garment, the purpose of which is to act as a medium to express the emotions felt during the beautiful experience of a human touch and imprint it on the fabric . The nature of the design is sensuous and emotion-oriented with the essence of human touch. The stated purpose will be achieved via techniques like- tie and dye, embroidery, paint splatter, applique, hand-painting etc.
ABSTRACT
The project caters to the Indian high street segment. A socially conscious woman who prioritizes raw aesthetics and uniqueness is the target clientele. It focuses on the essence of human touch, how important it is and how emotions and experiences become a central aspect to human touch. The final garment reflects upon the sensuous feels, and the emotions evoked during the experience of a human touch. This form of expression is achieved by various techniques likehand-painting, paint splatter, stencilling, tie and dye, applique work, embroidery, patchwork etc. The final design focuses on the element of human touch being imprinted on the fabric leaving a unique trace and pattern. Its tactile manifestation in the design is done by using an extensive colour palette, flexible methods of surface developments, free flow of strokes and colour,intricate graphics and illustrations reflecting the phenomenon’s eccentricity and sensuality ~Tentative materials include: Discarded fabrics for patchwork Cotton, linen, polyester Fabric paints Embroidery tools Tie and dye Basic trims The project started with the study of basics of marketing, market segments, different marketing models etc. Followed by selection of desired market segment to work on and an intensive secondary and primary research on the chosen market segment. Then it is followed by inspiration finalisation, research on inspiration, visual research analysis, brainstorming and mind-mapping for design direction, visual boards and explorations. This shall lead to final garment development. The expected result is a garment in the streetwear category which is an amalgamation of art and human touch
CLIENT AGE- 21-30 years SEX- Female INCOME- 5-10 Lakhs pa MARITAL STATUS- single/married GEOGRAPHICAL LOCATION- New Delhi CULTURAL BACKGROUND- Indian PROFESSION- Travel blogger, social Media Influencer, graphic designer, athlete, artist etc SOCIOECONOMIC STATUS- Upper-middle class PSYCHOGRAPHIC DATA- artistic or creative fields enthusiast, ethically responsible, experimental with her choices be it in fashion or career, innovative, expressive through different forms of art etc
REVIEW OF LITERATURE Streetwear supply had, almost exclusively, been dominated by US, UK, and Japanese brands. As much as the ‘hype culture’ has
increased the demand for the already popular streetwear brands, it has also helped in the exponential growth of the overall streetwear market and has indirectly contributed to the birth of new streetwear labels globally. What started out as a genre of clothing represented by skateboarding, surfing and hip-hop subcultures turned mainstream once luxury giants such as Louis Vuitton, Dior and Balenciaga began routinely collaborating with niche sportswear labels, giving birth to a unique ilk that set to disrupt the traditional fashion topography. Behind the overpriced t-shirts, mile-long lines at sneaker releases, and the designer logos slapped on literally everything imaginable, there's a whole lot more than meets the eye. It is an amalgamation of various subcultures.Unlike the usual Spring/Summer, Autumn/Winter season collection, streetwear brands mostly go for drops which offer limited edition streetwear and sneakers and sometimes even just one style. A drop is released often as a marketing technique by streetwear brands. They give exclusivity in different street-level dressing.“The Drop Culture is definitely a more western concept at this point in time in terms of clothes. The idea behind it is to create a sense of exclusivity for the people who manage to purchase the particular dropped item because of scarce availability. Standing in queues, waiting for days, camping outside stores- it’s a way to reiterate the no pain, no gain philosophy,” avers Avni Aneja. The first drop by Six5Six was called ‘The Global Traveller’ and dealt with everything happening around the world with respect to the refugee crisis. While still in its incipient phase, streetwear is gaining momentum in India. Giving birth to a burgeoning local community and patronage from the entertainment industry, this emerging sector indicates multiple new offerings for the young consumer. While the inspiration might come from the west, there are several local factors that are leading to the inception of a local community. The growing casualisation of fashion and blurred dress codes paves the path for consumers to wear streetwear on innumerable occasions. Social media is their top source of influence. Streetwear’s young fans think of themselves as being socially conscious, a trend that is spreading
to all consumers. Customers are often rallied via social media to be the first to buy products that are only available directly from the brand, either in-store or online. The anticipation of a time-limited chance to buy helps create a tight-knit and almost cult-like relationship between streetwear brands and their consumers. They are dedicated to sustainable and eco-friendly living, with fresh ideas and aesthetics. They are somewhat vocal and knowledgeable about their choice of fashion. They prioritize raw aesthetics and uniqueness. Moreover this group emphasises on innovation and forward-thinking.Jaywalking is a street wear based fashion house. Mumbai-born Jay Jajal launched his own Indian street wear label, "Jaywalking" in 2019. Jay Jajal, a 26 year old- artist, fashion designer, rapper, painter and an overall creative designer launched Jaywalking with the hope to bring a more unexpected, detail-oriented approach to casual attire. The designer behind the streetwear label Jaywalking was born and raised in Mumbai, and comes from a family of clothes makers: His father is a pattern cutter, his mother works with textiles, and his sister is a womenswear designer. “I knew that someday I would have my own fashion brand,” he says. Jaywalking consumers are young: The youngest of the audiences are Gen Z and Millennials who come from urban and higher socioeconomic backgrounds. The Indian brand was one of the first of it's kind to create a niche category in the country. Jaywalking focuses on construction, conceptualisation, photography, craftsmanship and working with artisans. The brand hopes to bring a more unexpected, detail-oriented approach to casual attire. Jaywalking's aesthetic is deconstruction, experimentation and the juxtaposition of Jay Jajal's memories and attitude. (Homegrown.co.in. 2021. ‘Jaywalking’ Is India’s Hottest Streetwear Brand Right Now. [online] Available at: <https://homegrown.co.in/article/803580/jaywalking-is-indias-hottest-s treetwear-brand-right-now> [Accessed 15 September 2021]) Keeping in tone with the notion of strong aesthetics is Biskit, a brand started by Shruti and Harsha Biswajit. The siblings, who liaise between Brooklyn and Chennai, envision creating a multidisciplinary studio that explores the boundaries between art, fashion and
photography. They are focused on creating clothing that isn’t compelled to change with the seasons. Shruti, a fashion graduate from the Fashion Institute of Technology, who has previously cut teeth at Helmut Lang and Zac Posen, harnesses her design aptitude by creating luxe pieces such as astro-print denim jackets and spacesuits in knits and cotton blends. And even though theirs is an emerging venture, the team isn’t vying for just retail success. “It’s really not about persuading somebody to buy our clothes versus somebody else’s, instead of fixating on short-term hype, we’re more interested in telling a story and creating a community within our immediate environment as well as on a global stage,” explains Harsha. Some other brands like Six5Six Street which has a raw expression and authenticity at the core of its brand’s ideology; New Delhi-based Almost Gods which aims at integrating traditional ideals with modern design, cut and functionality; Delhiwear which is a beautiful integration of street culture with India’s cultural fabric; Anand Ahuja’s Bhane which is making street style all about people; Cricketer KLRahul’s Gully which draws on international streetwear trends and Indian culture, and a number of others. Streetwear is still in a nascent stage in India, so the size of the market is relatively smaller. Also, hype takes over most of the time when people think of streetwear, so constant comparison with international brands is another issue. But, the current situation in the wake of the global pandemic caused by COVID-19 has proved to be a game-changer and has forced start-ups to take a break and re-strategize on most of their plans, moving forward. Even as modern fashion is branching off into as many different and distinctive categories and it’s becoming more difficult to distinguish between fads and mainstays, streetwear is one category that’s here to stay.
INSPIRATION
As a concept, touch is ambivalent. The human touch is that little snippet of physical affection that brings a bit of comfort, support, and kindness. Physical contact is a basic human need with emotional, mental, and physical benefits. From the moment of birth, babies need to cling, suckle, and rest on caregivers. This practice forms the bonds at the heart of our familial social structure and is a key tool of survival. Even as we age, touch remains a critical component of our social and emotional growth. The release of the hormone oxytocin is another benefit of physical touch. oxytocin helps humans form emotional connections to one another and creates sensations that foster a sense of well-being and happiness. Physical touch increases levels of dopamine and serotonin, two neurotransmitters that help regulate your mood and relieve stress and anxiety. Dopamine is also known to regulate the pleasure center in your brain that can offset feelings of anxiety. Physical touch is known to improve the function of your immune system as well as reduce diseases such as those associated with the heart and blood. One study on women found that receiving more hugs from their partners led to lower heart rates and blood pressure. For the purpose of this project, I want to work on the different aspects and effects of human touch and why it's needed. As a matter of fact, the search for extreme emotions and experiences becomes a central aspect to human touch. Human touch does not persuade the intellect, it still succeeds in shifting your view of the emotions on display. Human-to-human touch conveys rich, meaningful social and emotional sentiment. Touch provides its own language of compassion, a language that is essential to what it means to be human. People can not only identify love, gratitude, and compassion from touches but can differentiate between those kinds of touch, something people haven’t done as well in studies of facial and vocal communication. Also in the context of production of garments or accessories, the element of human touch could also mean handcrafted techniques which are traditional ways of producing
beautiful products in a skillful way using hands. Here the human touch of manufacturing becomes literally imprinted on the garment. As we all know human labour is essential to garment manufacturing even though this component is basically invisible in a dispersed clothing supply chain where anonymous consumption is the norm. In the present scenario of the pandemic where we are all required to follow the protocol of social distancing, the appreciation and value of simple heart-warming gestures like a handshake, a high five or a warm hug is realized. The desire for real-life human interaction has never been greater, nor has the demand for brands to do social good. From communicating ethical behaviour to creating emotive, hands-on brand experiences, the human touch is to win over today’s customer. When a piece of hand-crafted product touches our heart, we in turn inherently value the people and hours of highly skilled work behind making it. The handcrafted clothes have been touched by several skilled pairs of hands at every stage of garment making process right from farming, spinning, weaving, dyeing, printing, embroidery, cutting, sewing, ironing, packing and designing. The final collection should reflect upon the essence of the emotions felt during the experience of a human touch and at the same time have the element of the human touch being imprinted on the fabric leaving a unique trace and pattern. And thus attempt to create more of a human and emotional connection with consumers in today’s omnichannel world.
MATERIALS AND METHODOLOGY The materials used includeFabrics like- cotton, linen, polyester, reflective fabrics and neoprene Textile waste- discarded fabrics for patchwork Fabric paints- mostly primary colours Embroidery tools Basic trims: buttons, zippers, hooks, eyelets etc. The project started with study of basics of marketing, market segments, different marketing models etc. Followed by selection of desired market segment to work on and an intensive secondary and primary research on the chosen market segment. Then it is followed by inspiration finalisation, research on inspiration, visual research analysis, brainstorming and mind-mapping for design direction, visual boards and explorations. This shall lead to final garment development.The expected result is a garment in the streetwear category which is an amalgamation of art and human touch.
BUDGET AND EXPENDITURES Product Costing Cost Centre
Amount (in INR)
FIXED COST
Equipment / Tools
Tailoring Machine
20,000
Tables
500
Needles
100
Salaries Consultation Fees
10,000 p/m
Security License to open business Copyright
15,000 2,000
Interest Payments on Loan
60,000 p/m
Utilities
Electricity
6,000 p/m
Tele Calls
1,000 p/m
VARIABLE COST
Exploration / Conceptualisation
Traveling
2,000
Internet Charges
500 p/m
Labour
Tailoring
3,000
Embroidery
2,000
2,000
Paint Splatter
1,500
Cost of Raw Material
Fabric
6,000
Trims
500
Packaging
Covers
200
Labels
100
EXPECTED RESULTS The final expected outcome is an ensemble in the streetwear category which gives a hint of human touch and art. It is expected to be raw, innovative and highly expressive in terms of surface exploration, fabric treatment and colours. It shall be reflective of intricacy and attention to detail with the essence of sensuousness and emotional experience of human-to-human touch. The hint of human touch being the main driving force for it will allow people to think beyond the boxes and imagine all possibilities. Hence it will create more of a human and emotional connection with consumers in today’s omnichannel world. The garment is expected to be a statement gender-neutral piece which caters to all body shapes. It goes beyond the boundaries and reflects art and human touch in a beautiful manner. It is dangerous,innovative and eccentric. It is also expected that it focuses on ethically minded consumers and conscious slow fashion shoppers- they’re the audience that tends to be the most proactive in seeking out sustainable brands and are willing to boycott brands that don’t fit this model. And be somewhat vocal and knowledgeable about sustainability. They prioritize raw aesthetics and uniqueness and emphasis on innovation and forward-thinking.
BIBLIOGRAPHY
ZEITGEIST. 2021. What is Streetwear? The 411 on Fashion's Biggest Buzzword
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<https://www.grazia.co.in/fashion/independent-labels-that-are-makingstreetwear-cool-3795-3.html> [Accessed 26 October 2021].
Psychology Today. 2021. The Vital Importance of Human Touch. [online]
Available
at:
<https://www.psychologytoday.com/intl/blog/everyone-top/202108/thevital-importance-human-touch#:~:text=It%20has%20been%20found% 20that,promoting%20emotional%20bonding%20to%20others.> [Accessed 22 October 2021].
Healthline. 2021. Is "Skin Hunger" Actually A Thing?. [online] Available
at:
<https://www.healthline.com/health/touch-starved#:~:text=Why%20is %20touch%20important%3F,releases%20the%20stress%20hormone% 20cortisol.&text=According%20to%20a%202017%20study%20%2C%2 0gentle%20touch%20can%20reduce%20both,and%20feelings%20of% 20social%20exclusion.> [Accessed 20 October 2021].
Greater Good. 2021. Why Physical Touch Matters for Your Well-Being. [online]
Available
at:
<https://greatergood.berkeley.edu/article/item/why_physical_touch_m atters_for_your_well_being> [Accessed 22 October 2021].
Greater Good. 2021. Hands On Research: The Science of Touch. [online] Available at: <https://greatergood.berkeley.edu/article/item/hands_on_research> [Accessed 22 October 2021]. NeuroNation |. 2021. The human touch: A neglected feeling | NeuroNation. [online] Available at:
<https://blog.neuronation.com/en/the-human-touch-a-neglected-feelin g/> [Accessed 26 October 2021].
~Nirvana Barkakoty UGADFD Level 2