F1
F2
Rebecca Allen Live Brief - Leutton Postle http://beccallenx.blogspot.co.uk
F3
contents
4. List Of Illustrations
20. Roles & Responsibilities
7. Introduction
22. Evidence of Specialist Knowledge & Skills
8. Positiioning Statement 10. Skills
24. Technical Knowledge & Skills
12. Product Progression
26. Summary
13. Product Pricing
27. Conclusion
14. Place
28. Learning Agreement
15. Promotion
34. CV
16. Customer Profile
35. SWOT Analysis
17. Competition
36. E-mails
18. Professional Engagement
38. Bibliography
list of illustrations F1 Leutton Postle Collections Leutton Postle. 13.05.15 Screenshot F2 Logo Leutton Postle. 27.04.15 Screenshot F3 Leutton Postle Leutton Postle A/W 12 Look 16. 13.05.15 Screenshot F4 Leutton Postle Leutton Postle A/W 13 Look 1 13.05.15 Screenshot F5 Leutton Postle Leutton Postle S/S 14 Look 8. 27.04.15 Screenshot F6 Sketchbook Page Rebecca Allen 13.05.15. Photograph F7 Sketchbook Page Rebecca Allen 13.05.15. Photograph F8 Leutton Postle Leutton Postle S/S12 Looks 27.04.15. Screenshot F9 Logo Leutton Postle. 27.04.15. Screenshot F10 Embroidered Plastic Jacket. H.Lorenzo Leutton Postle. 27.04.15. Screenshot F11 Jacquard Twist Shoulder Tank. H.Lorenzo Leutton Postle. 27.04.15. Screenshot
4.
F13 Insstagram Leutton Postle 13.05.15. Screenshot F14 Facebook Leutton Postle. 13.04.15. Screenshot F15 Paloma Faith Pinterest. 04.05.15. Screenshot F16 Leutton Postle Leutton Postle A/W 14 Look 1. 04;05.15 Screenshot F17 Print Jennifer Sanchez. 04.05.15. Screenshot F18 London Big Ben Pinterest. 04.05.15. Screenshot F19 Degen Degen Fall Winter Look 2. 04.05.15. Screenshot F20 Hair behind the sceen photoshoot Rachael Taylor. 13.05.15. Photograph F21 Facebook Chat Rebecca Allen 13.05.15. Screenshot F22 Fashion Shoot Rebecca Allen. 13.05.15. Photograph F23 Initial Designs 1 Rebecca Allen. 13.05.15. Screenshot F24 Initial Desgins 2 Rebecca Allen 13.05.15. Screenshot
5.
F25 Final Design Rebecca Allen. 13.05.15. Screenshot F26 Textiles Sample Rebecca Allen. 13.05.15 Photograph F27 Toile Visual Rebeca Allen. 13.05.15. Photograph F28 Textiles Sample Rebecca Allen. 13.04.15. Photograph F29 Textiles Sample Rebecca Allen. 13.05.15. Photograph F30 Textiles Sample Rebecca Allen 13.05.15 Photograph F31 Toile Rebecca Allen. 13.05.15. Photograph F32 Toile Rebecca Allen. 13.05.15. Photograph F33 Woven Monkey Account Woven Monkey. 14.05.15. Screenshot F34 E-mails Rebecca Allen. 14.05.15. Screenshot F35 E-mails Rebecca Allen 14.05.15. Screenshot
6.
introduction
F4 Defining an individual design identity that will be key to future professional engagement. Enabling and encouraging you to make decisions about the direction of your own work through a live project linked with industry. The live project option allows you to be able to work on a brief that has a specific outcome with a designer or company. Will be required to collaborate with external professionals to an agreed brief that incorporates the design process, Enabling you to have consistent and regulated critiques to an industry specific outcome. A Learning Agreement will be produced in negotiation with the staff team for the Design: Enterprise and Innovation unit which will propose the professional activity chosen for the live project. See Appendices 1
7.
positioning statement
For this live brief I will be working along side Jenny Postle who is co-founder of ‘Luetton Postle’ a luxuary knitwear label also co-founded by long-term friend Sam Luetton. to create a high end fashion garment with the use of textiles. Luetton Postle create wearable knitwear for women with a use of bold colour, surface texture and rich patterns.
F5
From this experience of taking part in this live brief I would like to gain a more creative approach towards the project and any project in the future, I want to push myself by creating samples and garments that I never would normally think of doing by pushing my own boundaries to create something exciting, interesting and different to my normal style. I would also like to explore with colour, new textile ideas and use of new materials and to gain a wider knowledge in different textile techniques and try creating new textiles. I believe that this project will help my future career as gives me a broader skillset within Fashion and Textiles which will hopefully gain me a job in the creative industry. See Appendices 2
8.
F6
skills
My existing skills and experience are skills in the dye room such as screen printing, I have a lot of experience in screen printing so I could use my skills In this area and create interesting printed textile samples that I could work into afterwards. I also have basic skills in Photoshop and Illustrator which will allow me to create exciting, attention-grabbing digital prints based on my research and samples that I could mix together. I have a limited amount of textile skills already that I picked up from doing a textiles unit at college such as applique and reverse applique and embroidery skills, I could use these skills I already have on my textile samples and possibly my final outcome and develop them further to create more exciting textile pieces. The skills I would like to develop whilst completing this brief are my skills in print I would like to learn a new print technique which could be a better alternative to screen printing. I would also like to learn and attempt a new dye technique. Further developing my skills in Photoshop and Illustrator it will help me create more artistic and innovative digital prints which will enable me to be able to do something different then what I would normally do when it comes to creating digital prints. I would also like to develop my skills I already have in textiles by researching into new and innovative textile techniques which push my own personal boundaries. See Appendices 3
10.
F7
My research skills is another area that I ideally would like to develop a lot more by researching a lot more in depth and researching into more things then I originally would, I ideally would like to have at least half of my sketchbook full of research ideas and methods before I start any design work as this will help me with initial ideas. My sketchbook is another area I would like to develop my skills in I usually struggle with the layout of my sketchbook so I would like to focus on composition within my sketchbook to create a more visually appealing sketchbook. I can develop all these skills and take them all forwards in future projects and in any future careers. This brief is and will be relevant to my future career because it allows me to be more creative by experimenting and trying things I never normally would have thought of trying, it also gives me a wider range of skills which could help me find a career as I will be more adaptable within fashion and textiles.
11.
project progression leutton postle
F8
The brand Leutton Postle joins both co-founders together by using both of their surnames in the brand name and logo. The logo is a simple yet effective as the font is unusual and makes the brand stand out as people will get an idea that the brand is bold. Creating each knitted garment on an industrial knitting machine and hand embellish some of their garments afterwards with unique and crazy embroidery is what makes Leutton Postle’s brand unique to their selling point targeting specific women with a bold sence of style.
F9
12.
product pricing
F10 Leutton Postle sells high end wearable womenswear knit pieces which embraces colour, surface pattern and texture. The pricepoint for their products ranged from between $2.475 $649 USD when I was researching online. I couldn’t find any of Leutton Postles garments on any English stockist websites.
F11
13.
place
Leutton Postle’s garments can be found different stockists online and instore,
at a such
few as;
Machine. A - London 13 Brewer St, Soho, London, W1F ORH Avenue 32 - Online H Lorenzo - Los Angeles H. Lorenzo North Robertson, 474 North Robertson Boulevard, West Hollywood, CA 90048 Primitive - London The basement, Lighthouse Studios, 73-75 Shacklewell Lane, London, E8 2EB
14.
promotion
Leutton Postle promote their brand through their website www. leuttonpostle.com where you can look through all their previous collections, the press they have received and watch their fashion film’s which promotes their brand. They also promote throughout the use of social media such as Facebook, twitter and Instagram where you can find them using the tag @LeuttonPostle
F12
F13
F14
15.
customer profile The customer is a women aged between 20-35, city girl at heart. She has a bold sense of style and likes to stand out. She’s adventurous and a creative individual who has a love for bright colours and crazy patterns.
F15
F17 F18
F16 16.
competition degan
F19 A designer called Lindsay Degen could be seen as competition for Leutton Postle who is an established contemporary knitwear designer. She began creating knits at the age of 3 where her grandmother gave her a pair of knitting needles and taught her how to knit. She graduated at Rhodes Island School of Design and Central St Martins, she then moved to New York and began creating knitwear under the Brand ‘DEGAN’. She’s collaborated with many well known brands such as Victoria Sectret, Converse and Gerlan Jeans.
17.
professional engagement
F20
F21 Professionalism was demonstrated in a professional manner for this live brief by communicating with Jenny Postle on a weekly basis, taking a professional approach to critique work to see what Jenny likes dislikes and what be could taken forwards to create an interesting textiles garment that fits with Leutton Postles brand identity. Working with Photography and make-up students in a professional engagement to achive a certain look agreed within the team to create a photoshoot which was inspired by Leautton Postle’s Photoshoot from there shoot of their SS14 collection.
18.
F22
Communication skills were evidenced by working in a group of 4 to organise a final photoshoot of the group’s final work and critique each other’s work throughout the brief. As a class critiquing each other’s work by pointing out areas that were liked within the sketchbook and samples was a helpful exercise as it gave a fresh look on what could possibly be done to make any work stronger. Skills were communicated throughout the sketchbook which shows all thinking and ideas from research to designs. Communication was also demonstrated throughout e-mailing a professional digital print company. See Appendices 4
roles and responsibilities
Through this live brief, understanding of the role of the designer was demonstrated extensive research displayed in a sketchbook to begin with to be able to start designing, creating 50 designs from the research and showing placement of final samples on the designs and colours making it as visual as possible. Selftime management was also another responsibility demonstrated by setting personal deadlines, writing lists and personal time tables especially towards the end of the project when deadline was approaching.
F25
F23
F24
20.
F26
evidence of specialist knowledge and skills
F27
Creating textile samples throughout this live project ensured that they linked with the research and the colour palette. Applying knowledge of textiles to create different textile samples and research into different textile techniques and dye methods allowed experimentation with new techniques. Textiles samples were applied to the mannequin to get a visual idea of what they would look like on the body and on as a garment.
22.
F28
F29
F30
technical knowledge and skills
After the final design was selected pattern cutting skills were needed to make the design come to life by drafting patterns and toiling them to make any changes to the patterns, which is a process of problem solving. Many changes were made to many aspects of the patterns making changes to the length and size and shape of both garments. Making a decision to toile the top in a jersey fabric as an oversized loose fit jumper style was what was visioned however the garment looked like an oversized t-shirt which wasn’t the desired look. Originally thinking that jersey would give it the look that was imagined a decision to change fabric was considered to cotton, a change to the final fabric had to be made after already buying two meters of thicker jersey for the top and ice dying it meaning re-buying and re-dying more fabric which took up more time and more money prolonging the process of creating the final garment.
24.
F31
F32
25.
Summary
Overall working well in a group has been evidenced alongside communication skills by photographs and explanations of organisation of a photoshoot over facebook and in person as well as discussing work in group situations, as well as on one on one tutorials with Jenny Postle. This shows being able to work to a high standard in a professional environment by attending every lesson and tutorial and meeting the needs and wants of the external designer communication ideas and work to Jenny and to a group of people and receiving feedback allowing work to be improved. Evidence of work has been shown throughout this report by photographic evidence.
26.
conclusion
In conclusion I feel as if I have met my own personal goals for this project such as experimenting with new textile ideas and dye techniques such as dying with ice which I’ve never done before. I also feel that I have pushed my boundaries by being more creative and experimental with my work for this project. I produced loads of bright bold samples and an two unusual garments which has a lot of clashing colours and is very contemporary which is something I wouldn’t usually do as I normally feel as if I stick to being ‘safe’ within my work. I found that every tutorial that I had with Jenny was extremely helpful which helped me take my work in a different direction to how I would normally approach my work and ideas. I have learned to be a lot more experimental and expressive with my work as it allows for much more interesting concepts. I also learnt that a lot of research to start off with is really helpful when it comes to designing and creating samples. I have developed new skills in textiles allowing me to make exciting samples which can be transferred and applied into a final garment or to create interesting digital prints. I undertook responsibilities such as time management ensuring my work was complete to meet personal deadlines and any deadlines set by Jenny. I have achieved developing existing skills and learning new skills such as ice dying which I taught myself and sampled with before decided to use this technique for my final fabric. Throughout the summer I hope to get a placement focusing on print design, since starting university I have developed a love and enjoyment for making my own prints especially digitally. I also enjoy getting messy in the dye room. Next time I would make sure I finish all my samples before creating my final garment to make sure I have enough time to focus on my final garment and finishing my sketchbook.
27.
appendices
1
Learning Agreement Name:
Rebecca Allen
Course:
BA (Hons) Fashion
Level:
5
Unit:
Design Enterprise & Innovation
Credit Points:
40
Study Hours:
400
Tutor(s):
Jenny Postle and Josh Masih
Synopsis of study I intend to expand how I research creating an A3 sketchbook full of design development, drawings paintings and collages whilst working in a group to share research ideas and inspire each other which will then lead me to experiment with new textile techniques and prints such as surface and digital prints. I plan to create 8 (minimum size A4) textile samples which show clear consideration of composition – colour/pattern/texture presented in a separate folder. Create a line-up of 8 looks clearly showing textile use and placement, a minimum of 1 digital print alongside 1 fully made garment including fully executed textiles application which will be presented in a photoshoot styled and organised with my group members possibly collaborating with other students from different courses such as photography to help up with the shoot. I will also keep a blog which I will update weekly showing progress on my work and ideas. I will begin by researching into at least 4 different areas and artists I wouldn’t usually think of looking at or researching into such as; - Memphis Design Group - 1960s/1970’s hobby crafts - Maske by Phillis Galembo - Brutalist Architecture - Patrick Heron - Cy Twombly - Julie Verhoeven - Bouoherouite Rugs I will use the library as a main resource to research photocopying interesting research images from books as well as taking my own images of primary research. I will be working in a group when it comes to researching beginning by exploring different ideas, we will decide on an overall ‘theme’ to look at being quite broad so we can all have unique individual ideas which isn’t limited, giving group critique’s as we go along. 28.
I will then take shapes and sketches from my research by mark making, drawing and painting into my sketchbook to begin idea generating which will then lead into experimenting with textile techniques using ‘new materials’ I may never usually think of using to create interesting samples based on my research which I will continuously be developing as I go along to then create 8 A4 samples, I will then take my favourite sample and incorporate it into my final garment. I intend to do this to broaden my textiles and print skills which I will then be able to take into future projects. Working in a group will expand my skills working with other people which is a great all round skill to have as well as collaborating with other people from different courses allowing me to gain contacts for future possible photoshoots.
Aims: A1 To further develop the creative, intellectual and practical applications of specialist study to the appropriate level. A2 To demonstrate an understanding of the historical, cultural, professional and contextual frameworks, which inform my work. A3 To introduce myself to the career and future study possibilities relevant to my subject interest through the promotion of self-evaluation and review as an essential part of my personal and professional development.
Learning Outcomes: On completion of this unit you will be able to: LO1 Develop existing skills and acquire new competences evidenced through a comprehensive body of work that will enable me to assume significant responsibility within organisations. LO2 Demonstrate the ability to apply underlying concepts and principles in relation to my specialist practice. LO3 Demonstrate the qualities and transferable skills necessary for employment requiring the exercise of personal responsibility and decision-making.
29.
Assessment Components:
Body of work to be identified through and in the negotiated Learning Agreement which will include a 2000 word report plus weekly blog. This may take the form of an online journal (utilising appropriate formats and demonstrating a range of skills which should include developmental work and practical project outcomes one of which should be a professional CV). (Tutor assessed) 100%
References (Twombly, 2004) (Twombly et al., 2008) (McNay, 2002) (Stevenson and Steed, 2012) (Greenlees, 2006) (Stein, 2010) Bibliography: Greenlees, K. (2006) Creating Sketchbooks for Embroiderers and Textile Artists: Exploring the Embroiderers’ Sketchbook. United Kingdom: Batsford, B.T. Ltd. McNay, M. (2002) Patrick Heron. United Kingdom: TATE GALLERY PUBLISH. Stein, S. (2010) The complete photo guide to textile art. Minneapolis, Minn: Creative Publishing International, Incorporated. Stevenson, F. and Steed, J. (2012) Basics Textile Design 01: Sourcing Ideas: Researching Colour, Surface, Structure, Texture and Pattern. Switzerland: AVA Publishing SA. Twombly, C. (2004) Cy Twombly. Photographien 1951-1999. Germany: Schirmer/Mosel Verlag GmbH. Twombly, C., Shiff, R., Serota, N., Dean, T. and Cullinan, N. (2008) Cy Twombly: Cycles and Seasons. United States: D.A.P./Distributed Art Publishers.
30.
Time Table.
Week 1 UNIT BRIEF / RESEARCH & DESIGN Tue 3 Mar 2015- Unit Briefing Overview of Unit Handbook. Material Experimentation Research Fri 6 Mar 2015 Begin research in the library looking at research ideas listed on brief, extend research further.
Week 2 RESEARCH/ INITIAL DESIGNS Tue 10 Mar 2015 - Present your library research on two or three of the briefs topics. Have followed these through into different areas and have a rich wealth of imagery for textile inspiration. Show initial sourced materials. Studio practice Fri 13th March 2015 Carry on researching, taking it further starting to create textile samples.
Week 3 TEXTILE AND PATTERN EXPERIMENTATION Tue 17 Mar 2015 Support from Joshua (Sketchbook exploration through paint, collage and drawing and continued textile Development.) Fri 20 Mar 2015 Sketchbook exploration through paint, collage and drawing and continued textile Development, textile samples.
Week 4 TEXTILE DEVELOPMENT Tue 24 Mar 2015Textile Development. Continue to paint/collage for pattern ideas and experiment with translating ideas in materials.
31.
Fri 27 Mar 2015Exploration and initial refinement of textile design ideas. Focus on developing contrast in colour/textural combinations ------------------------------EASTER BREAK ------------------------------Week 5 SHAPE DEVELOPMENT Tue 14 Apr 2015 Fri 17 Apr 2015 Begin refining Textile ideas and working large scale (A3) to develop strong compositional designs. Fashion draping/collage/sketching with textiles begins. Begin to toile shape ideas. Continue developing textile compositions. Week 6 Tue 21 Apr 2015 & Fri 24 Apr 2015 Continue to develop textiles and fashion drawings/toile. Focus on placement and scale on garments. Finalise sketching and toiles.
Week 7 AMENDMENTS + MANUFACTURE Tue 28 Apr 2015 Final selections for garments are made and manufacturing begins. Fri 1 May 2015Studio practice Technical support and guidance in Pattern cutting/Toiling/ Sampling/Finishing and manufacture techniques.
Week 8 MANUFACTURE Tue 5 May 2015 & Fri 8 May 2015 Garment manufacture Technical support and guidance in Finishing and manufacture techniques
32.
Week 9 SUBMISSION Tue 12 May 2015Studio Practice Thu 14 May 2015Submission at 12 noon.
Week 10 ASSESSMENT
33.
appendices 2
Contact 07468696452 beccallen@hotmail.co.uk http://beccallenx.blogspot.co.uk
Profile Currently a second year University student studying Fashion who’s a driven individual that reacts to every challenge as an opportunity.
I’m hard-working reliable and enthusiastic. I am open minded
and I adapt well to new environments, who is a great team player. I’m a hard-working reliable and enthusiastic individual who’s keen to learn new skills to add to my organisational and interpersonal skills. Studying
fashion at university was always an obvious choice since school and I would love to be given the chance to take my future in Fashion further.
Education Arts University Bournemouth (2013-Present)(BA)Hons Fashion
Experience Hellavagirl (April 2015) Helping out creating one off head pieces for up coming photoshoots for Hellavagirls collections. Dresser (June 2014 & March 2013) Helped dress models at South Coast Fashion Show and Graduate Fashion Week in 2014 enusuring they were wearing each outfit correctly and were ready on time to go out onto the catwalk. I also helped dress models in 2013 at a local fashion/dance show in Luton.
Skills -Intermediate skills in Photoshop - Basic skills in Indesign - Basic skills in Illustrator - Intermediate skills in Pattern Cutting - Designing - Working in a team - Creativity - Communication Skills
Central Bedfordshire College (2011-2013) DDM in Fashion National Dimploma Level 2 Maths Function skill Manshead Upper School (2009 - 2011) 7 GCSE’S Graded B-C
34.
appendices 3
s s
t
r
w e
n
g
t
h
o s
w
e
a
k
t n
e
s
s
e
• Meeting deadlines • Organised • Do more then what is asked of me
• Give up easily • Not a good listener • Get bored quickly • Get stressed quickly
o p p u r t u n i t i e s
t
• Placement/internship
• Easily Distracted • Lack of motivation
35.
h
r
e
a
t
s
s
appendices 4
F33
F34
36.
F35
37.
bibliography
About (2013) Available at: http://www.leuttonpostle.com/about/ (Accessed: 27 April 2015) AUB Fashion, 2015. Design Enterprise and Innovation Unit Handbook. [pdf]. Available at: https://mycourse.aub.ac.uk/bafsc5/ units/design-enterprise-and-innovation/ [Accessed 05 April 2015]. H. Lorenzo (no date) Available at: http://shop.hlorenzo.com/ products/search?q=leutton+postle (Accessed: 27 April 2015) Degen-NYC About (no date) Available at: http://www.degen.us/ about (Accessed: 27 April 2015) Welcome - H. Lorenzo (no date) Available at: http://www. hlorenzo.com/products/women/outerwear/jackets/jk02_multi (Accessed: 27 April 2015) Stockists (2013) Available at: http://www.leuttonpostle.com/ stockists/ (Accessed: 27 April 2015) (no date) Available at: www.shop.hlorenzo.com/products/womens/ tops/tanks/tp05_multi (Accessed: 27 April 2015)
38.