SANA NOORUDDIN FULL PORTFOILIO FD-8439
DESIGN STRATEGY – RESPLENDENT AW/16 Inspired by the mysteries of an eclipse. My collection ‘Resplendent’, defines magnificence. With color palette of all shades black, grey, haze, icy blue, and white. Resplendent promises to deliver a majestic line of clothing for that confident and sexy everyday woman, who is ambitious and head-strong. The brand aims to target costumer age between 26-40 years, who has a leadership quality in herself and understands her body-type well enough to style herself. The theme of my collection is Majestic and I choose to portray my line showing impressive beauty and scale. By choosing everyday neutral colors that you can wear everyday yet accessorize it differently with elevated silhouette, and lace details. The fabric that will be used in my collection mostly will be lace, organza, and cotton. The silhouette of the collection will mainly emphasize on solid shapes, petal like shapes, and high volume structure.
RESPLENDENT COSTUMER PROFILE
Resplendent promises to deliver a majestic line of clothing for that confident and sexy everyday woman, who is ambitious and head-strong. The brand aims to target costumer age between 25-40 years, who has a leadership quality in herself and understands her body-type well enough to style herself. • •
Targeted Age group: 25-40 year olds Status: Postgraduate student/Working/Married
The psychographics of resplendent costumers are curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favoring natural simplicity, small is beautiful. Shes career orientated, focused, out-going, sexy, confident, strong work ethic, sporty, and ambitious. Demographics • • • • • •
Age group: 26-40 year olds Gender: Females Status: Postgraduate student/Working/Married Location: London, Dubai, Japan Average income: £85,000 Favorite brands: Celine, Whistles, Ralph Lauren, Christopher Kane, Burberry, Warehouse, and Zara.
RE-RE – DESIGN STATEMENT I began with experimenting out my ideas by sketching, brainstorming, and researching for my shirt ideas. And I also researched on different types of distorted t-shirts for my contextual references and also particularly on the floral prints and recycled fabric shirts to know the craft and texture of the shirt. I also went to the Shepards Bush market for fabric samples hunting, and found many floral print cotton fabrics samples as part of my research process. I then started to brainstorm ideas and the main ethos for my collection. I chose the social topic ‘Women empowerment’, because I wanted to promote and portray feminism and make all the women out there feel confident about themselves, just the way they are. I wanted all the women out there, who were my T-shirts with a powerful tagline, feel powerful and strong! So I decided to create social messages, and narrowed down to three (Women Power/Leading Lady/Bullet Proof). I then started to do twenty design developments and then sketched out my 6 essential designs, and decided to choose my final designs. I chose oversized t-shirts as my garment with recycled fabric used for detailing. I then began to experiment with my shirts on the stand, and then chose my three final designs. I chose the name Lead, as I felt it represents a positive yet strong appeal. And for my first t-shirt garment, I used charcoal grey floral print fabric) cotton material) into one piece by stitching the sleeves, front and back. I then used different color and floral print fabric for my social message – ‘Bullet Proof’ and I used a black flower on the neckline. For my second t-shirt garment, I used an orange and mustard color floral print fabric (cotton material) into one piece by stitching the sleeves, front and back. I then used different color and floral print fabric for my social message – ‘Women Power’ and a black and sparkling golden lace on the neckline. For my third t-shirt garment, I used a teal color floral print fabric (cotton material) into one piece by stitching the sleeves, front and back. I then used different color and floral print fabric for my social message – ‘Leading Lady’ and a red tape with white beads on the neckline. And I then made my three tshirt patterns with measurements on. My color palette consists of autumn orange, mustard yellow, woody brown, mulberry, fuchsia, ruby red, royal blue, and grey. And fabric materials poly cotton and pure cotton and floral prints, are used on the garments.
Development towards the final outcomes I began experimenting with paper sampling and I used the idea of creating my sample pieces by looking at objects related to my theme like hand-painted egg, earrings, necklace, bangles, and contextual references to create my samples. I quite liked the texture of my earrings and then I developed the idea to use it on my final piece on a fabric. The artists and designers who inspired me were Abd-Al-Samad, Basavan, Kaffe Fasset, and Zandra Rhodes. Abd-Al-Samad is a Mughal artist and his paintings played a huge role towards my development in my final project as a reference point for the Mughal family tree and drawing. Basavan is also a Mughal artist known for his miniature style paintings and I used them for contextual references and my sketches. Kaffe Fasset’s vibrant and colourful knitted embroidered work on quilts, pillow covers, bed sheets and paintings were also very inspiring as it truly broadened my horizons it terms of the textile field. Zandra Rhodes funky and quirky colourful work also really inspired me as I am currently volunteering at her exhibition “Unseen” at the Fashion and textile museum and her work is really ravishing! She has used embroidery and thread work in a more modernized way on Indian traditional wear on sari and salwar kameez. For the base of my final piece, I chose my hand-painted egg’s oval shape structure to create the shape by pattern cutting a cotton jersey material. After creating the base I placed my piece on my friend and photographed and created designs with black pen and ink to top to experiment. I really found that method successful to finalize the design on my piece. I then experimented with my colour palette with different shades if greens and blues with the dyes, like mint green, emerald green, and neon green, sky blue, cobalt blue, and bright blue. I liked the mixture of mint/neon/emerald on my piece after dyeing it on my fabric. And I used very bright shocking blue on my another piece of fabric. I also created drapes by sewing, which I found a bit challenging because it was a bit hard to move along on right pattern while sewing. I believe, I could have improved in that area of draping. I really enjoyed creating my earring shape fabric samples and dyeing them blue and then hand stitching them together on my final piece, it was a truly enriching experience. Since Babur (Mughal emperor) loved flowers in his garden, I used this idea and created a flower type structured petals all together and placed it on the hip area of my final piece. However I couldn’t visit the Hampton court flower show as mentioned in my “project proposal”, because I was ill. At the back side of my final piece, I have used black slits using from black tape. I have used the black slits stitched from the shoulder area, by showing the flowy effect of the slits giving a breezy and light look from the back. The whole process while creating my final piece has been quite successful and I am happy with my final outcomes. I have recorded and photographed my development throughout in my reflective journal and sketchbook.
RE-RE – Costumer profile
Name: Jenna Parker Age: 25 Occupation: Student, currently pursuing MA in luxury goods and services Job: Works part time at Selfridges Press team Personality: Focused, strong, go-getter, and fearless. Lifestyle: Independent, lives in a studio flat, manages her own finances, and is outgoing. Hobbies: Swimming, exercising, meditating, performing ballet, reading, and globe-trotting. Style: Sporty, quirky, likes wearing prints and neon colors. Favorite fitness classes: Pilates, Zumba, and yoga. Beauty mantra: Looking good, is feeling good. Favorite make up brands: MAC, YSL, Rimmel, Maybelline, and Benefit cosmetics. Favorite desginers: Jill Sandler, Alexander McQueen, and Burberry. Favorite cuisine: Japanese and TurkishFavorite magazines and bloggers: Women’s health, cosmopolitan, dazed, vogue, and Dulce candy.
ENGLISH ECCENTRIC – DESIGN STATEMENT I began with experimenting out my ideas by sketching, brainstorming, and researching for my shirt ideas. And I also researched on different types of shirts for my contextual references and also particularly on the vintage and Victorian era shirts to know the craft and texture of a shirt, and how it was worn back then and how it started to become a style. I also went to the Shepards Bush market for fabric samples hunting, and found many denim and cotton fabric samples as part of my research process. I then started to do twenty design developments and then sketched out my 6 essential designs, and decided to choose my final designs. I chose shirt as my garment with recycled fabric. I distorted two shirts into one piece for my collection; Bella AW’15/`6. I then began to experiment with my shirts on the stand, and then chose my two final designs. I chose the name Bella, which means beautiful in Italian. And for my first shirt garment, I combined two shirts (denim and cotton material) into one piece by stitching and distorting the sleeves, front and back. I then stitched black color lace on the colors and a black color zip on the distorted sleeve. For my second shirt garment, I combined two shirts (both denim material) into one piece by stitching and distorting the sleeves, front and back. I then stitched a thick white color lace on the front of the shirt. And I then made my both shirt patterns with measurements on. My color palate consists of charcoal grey, white, sky blue, teal, and turquoise. The main ethos behind choosing these colors are, the sky and clouds, I wanted my collection to have that light airy feel to it. The fabric material that has been used is denim and cotton. For my AD campaign, I chose to style my collection with black belts, sunglasses, and boots. And I chose the location of Regents Park, showcasing the peaceful nature. And I plan to promote my AD campaign through social media, like twitter and instagram. I have recorded my developments, research, sketches in my sketchbook and research folder throughout the process. And I ended it with a professional photo shoot, and by presenting my collection on a model.