DSM ADVERT
My concept for my brand collaboration is the obscurity of the body through oversized shapes and silhouettes. I chose this and believe it is relevant to the brand as whilst researching the inspi. rations and ideas of Cristobal Balenciaga, I found that when de. signing he loved to experiment with shapes, silhouettes and fabrics to change the perception of the female form. I also want to create designs that are able to be made out of sustainable fibres and fab. rics was I believe that this is very important for the development of the industry as well as many consumers becoming more aware of their impact on the environment. For inspiration and ideas I looked at a variety of examples including the solent look book carbon as well as Dazed magazine for some higher end inspiration. I also looked at online brand lookbooks and campaigns, for example balenciagas own lookbooks in order to get a feel for the style of the brand. I believe that this fits well with the DSM profile as they promote fashion as being experimental and expressive. They often showcase new and innovative fashions that do not align with high street trends, as well as selling high end brands that often are much more experimental and unusual in their designs and styles. I will research both DSM and Balenciaga in order to make sure that my collection fits in with both brands, whilst still being something new and not currently being sold and made, as well as reflecting my own style. As well as sustainable fibres and fabrics that would work well with the collection. My target market customer are female millennials aged 24-30, as I believe that people of that generation are more likely to spend money on higher end and more expensive fashions as well as being more likely to be experimental with their style and what they wear. Olivia West
BRAND ANALYSIS, USP ETC
BRAND TARGET MARKET
i chose these illustrators; Mathilde Cretier and Bijou Karman, as well as Ivan Mikulovich, although they are all very different. I like aspects of each of their work, for example Cretiers use of block bold colour and Mikulovich’s linear elements, as well as karmans unusual styling.
surface design 1
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surface design 2
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surface design 3
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knit textures
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spec sheet 1 27 45 100 1 38 17 42 40 53 N/A 36 26 N/A N/A N/A 134 15 0.5 2 N/A 45 18 0 150
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logo development
marketing 1
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marketing 3
visualisation
advertisements
digital marketing
evaluation The objective of this project was to design a collection in collabora. tion with a brand retailing in the dover street market space. The aim was to create a collection that both represents the brand as well as your own design identity. I conducted a lot of primary research before hand, starting with DSM to explore the options of brands and get a feel for ones that I personally identified with. I then visited Balencia. ga stores separately to develop my understanding of their aesthetic and brand identity. I backed up this initial research with secondary information from the internet to get more specific and detailed infor. mation. My main inspiration for my project was Cristobal Balenciaga and the founding ideas of the brand, and bringing it into today with modern trends like neon colours. I tried to communicate this by using lots of inspiration imagery within my research pages and concept boards. My target market was the millennial generation, as I felt I could best relate to them and create work that would best appeal to them. I also looked into sustainable fibres and fabrics such as orange fibre and therefore when designing made sure that I created garments that were able to be constructed using these materials. I feel like I have presented my work in a way that has a clear design identity by using a similar page design and layout throughout, and ref. erenced illustrators such as Mathilde Cretier as my inspiration. There was a lot of new learning within this project and I learnt and developed my digital techniques and skills, finding newer and more ef. fective ways of completing tasks. One new technique I learnt was using displacement maps for effective product visualisation. I was also able to build on my existing knowledge by practising techniques that I al. ready knew and developing them to make my skills stronger. I tried to plan and organise this project well and mostly stuck to this plan, however I did at one point decide to redo a large section of work which put me a bit behind, however I was able to manage my time well in order to catch up. What worked well in my portfolio I think is my research pages and layouts, as I think they have a strong design identity and interesting layouts. I also think that my technical flats have strongly improved from previous projects, to be able to construct them independently without an image to follow. I also think that I was able to develop an illustrative style that I liked and worked with my concept. I feel like I could improve on the faces of my croquis as well as my print design to make them more interesting and developed. I would also like to further develop my illustrations even more to find my own style that I can use and develop throughout my future projects. Next time I would make sure to plan my project thoroughly and work on each section until I am happy with it so that I do not have to redo sections. This will also allow me time to make extra tweaks and changes I order to make each element perfect.
bibliography https://www.pinterest.co.uk/earley2822/digital-illustration/ https://audreyinwonderland.wordpress.com/2012/10/23/fashion-brand-review-balenciaga/ https://www.thecut.com/fashion/designers/balenciaga/ https://www.ft.com/content/b8da67b2-f09b-11e7-b220-857e26d1aca4 https://www.vam.ac.uk/articles/introducing-cristobal-balenciaga https://www.metmuseum.org/toah/hd/bale/hd_bale.htm https://www.vogue.com/fashion-shows/resort-2019/balenciaga http://orangefiber.it/en/about/ http://orangefiber.it/en/ https://www.frameweb.com/news/nienke-hoogvliet-dutch-design-week-kaumera https://artsandculture.google.com/exhibit/ywJyh4WFJqdgIg https://www.standard.co.uk/fashion/neon-trend-fashion-week-spring-summer-2019-a3951111.html