SANA NOORUDDIN SENSATIONS PAD FD-8439
Sana Nooruddin Sensations
PAD what do you understand the purpose of your project? To deliver a sustainable and inclusive collection while using a minimal amount of fabric and also by using recycled fabric. What do you think the cultural inputs will be on your project? The cultural inputs will be mostly contemporary images of the cultures that have inspired me by its rich heritage such as French and Arabic usage of the lace. What will be the social impacts your project - sustainable, inclusive, recycle? Sustainable fashion ( also known as eco fashion) , because it is a part of the growing design philosophy and trend of sustainability, the goal of which is to create a system which can be supported indefinitely in terms of environmentalism and social responsibility. So I would like to promote sustainable fashion through my collection.
Inspirations: I began by researching historical and contemporary images. I found a lot of images with historical images in the 1960’s that had used lace on gloves, hat, dresses, and a designer that influenced me most was Jacques Doucet a French fashion designer and art collector. He is known for his elegant dresses, made with flimsy translucent materials in superimposing pastel colours. And the culture and time that most influenced me was French, Paris during Date: 1900–1905 Culture: French. I then researched more contemporary images that included work of Ellie Saab, Alexander Mcqueen, Zuhaid Murad, and Zeynep Kartal. Elegant cut outs, lace and embroidery; haute couture embellishment inspired me. And other influences such as aritecture of a Double helix staircase, Cal Lane - lace oil drum sculpture, and 21st century ruff-style necklace made of recycled plastic bags. The artist that most inspired me was Joana Vasconcelos, a Portuguese artist. Much of Vasconcelos' work deals with feminism, as well as social and political issues. Vasconcelos appropriates, decontextualizes and subverts pre-existent objects and everyday realities into sculptures, installations, performances, and video or photographic records, to reveal an acute sense of scale and mastery of colour, while combining in the materialization of concepts that challenge the prearranged routines of daily life. Vasconcelos' operations of displacement, a reminiscence of the Readymade, Nouveau RÊalisme and Pop, provide a vision that is complicit and critical of contemporary society and the notions of collective identity, especially those related to the status of women, class distinction or national identity. This process originates a discourse around contemporary idiosyncrasies, where the dichotomies of handcrafted/industrial, private/public, tradition/modernity and popular culture/erudite culture are imbued with affinities that are apt to renovate contemporaneity's usual fluxes of signification.
Choosing collection name and Developing design strategy: I chose the resplendent because it means glorious; majestic. And that’s how I aspire my collection to be like with round silhouettes and clean cuts. I choose the colours to be neutral that go with the everyday looks like nudes, greys, black, and whites. The main colour of lace that I have chosen is black and most of my research has been based on the black colour. I also went to the shepherds bush market for fabric samples hunting, and found some great fabric samples in black, nude, grey, and black. The brand’s aim is 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.
Creating Market research: I began creating my market research by keeping my costumer profile and brand aim. •
Targeted Age group: 25-40 year olds
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Status: Postgraduate student/Working/Married
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Brand aim:
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. Psychographics: High aims, out-going, confident, strong work ethic, energetic, brand choice on self-reward, interested in keeping updated with the latest trends, imaginative, creative, classy, vintage style, 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: Anthropologie, Mary katrantzou, Jonathan Saunders, Zara, and Alexander Mcqueen.
Developing sketchbook and research I began researching for more contemporary images and for more round shaped images to be inspired for my silhouettes shapes. I looked at more Sculptural Fashion - shirt dress with strong lines, rounded silhouette and elongated placket - shape and structure; 3D fashion. Soft Geometric Fashion - sculptural cocoon dress with 3D circular silhouette - shape & volume; wearable art. Structured jacket with rounded silhouette & sculptural 3D sleeves - shape & volume; wearable art. Anatomy inspired dress with a layered structure, rounded silhouette & sculptural surface detail; experimental fashion. Sculptural Fashion Construction with rounded 3D silhouette & extended sleeves.
Further developing the sketchbook: I realised I had to be more “creative� in terms of experimenting with my drawing techniques and hence researched some sketchbook references on pinterest for ideas and incorporated them in my sketchbook by using pencil, ink, and fineliner.
Experimenting with the calico: I began to experiment with shapes and cuts with the calico on stand. I played with different types of shapes like round, curved, draped, and folds.
Finalising the final fabrics: The fabrics I chose to use in my collection were:
Metallic black/silver stiff lace fabric 7 p/m
Brown/silver fabrics to use for details on garments 4 p/m
Ruffled roses lace fabric 9 p/m
Polyester Jersey fabric 5 p/m
Black denim fabric - N/P (used from recycled material)
Creating toile’s and Final pieces:
I began to create my toile’s to see the fit of it on my model and if it is what I wanted in my capsule collection. I then started out by placing my fabrics one by one and cutting out the final garment silhoute/shape, I would like to have.
Test shoot: After completing my toile’s and final pieces I decided to do a test shoot to see how it will look on my model Sofi. I felt quite satisfied by the end of the test shoot by looking at some of the end results.
Brainstorming locations for the final shoot I started to brainstorm some locations ideas for my final professional shoot of my capsule collection. I wanted some rare and unique locations with round shape. So when I met my photographer Jennifer , I discussed with her regarding my ideas and some of the locations that were in my mind was Banksy Tunnel, The Pergola, Graffiti at Kingscross, and Kingscross Boat canal. However we thought shooting in the tunnel will be more apt as my capsule collection’s silhouette is round and my garments will suit best with that background and besides the tunnel was filled with graffiti making the images look even more interesting.
Final Professional Shoot On the day of the shoot, I met Jennifer (the photographer) at the waterloo station and we walked towards the banksy tunnel. We were very lucky as the weather was sunny in contrast to the predicted rainy weather on that day. My model was my roommate Sofi, and I decided to go very minimal with her makeup and hair, as the location was filled with graffiti and my clothes also dramatic, I didn’t wanted it to look over the top. I sticked to the “less is more” mantra, and decided to give her a French/classy look. I applied hard wax and water on her hair to give her a wet hair look and used an illuminizer powder on her cheekbones, and some red lipstick. The photos below are clicked by my mobile, as the pro ones are yet to come.
Bibliography Exhibitions: • •
Women fashion power, the design museum, London. Victoria and Albert Museum, London.
Online Pictures references: • • • • • • •
Jacques Doucet Evening Dress, 1903. Available at http://www.kci.or.jp/ Joana Vasconcelos, wire work. Available at http://www.joanavasconcelos.com/det_en.aspx?f=2233&o=2085 Authors own, lace lingerie. Available at http://froufroufashionista.tumblr.com/ Authors own, Sculptural Fashion - shirt dress. Available at http://ceciliaadade.tumblr.com/post/90050058961/cut-make-ba-fashion-year-2-centralsaint Ernesto Naranjo, Sculptural Fashion Construction. Available at http://minimalaestheticss.tumblr.com/?og=1 Min Kim, sculptural cocoon dress, http://threadfashionandcostume.blogspot.co.uk/2014/02/kyeong-min-kim.html Authors own, black pendant lamps. Avialable at http://es.buyvip.com
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Authors own, banksy tunnel. Available at https://www.flickr.com/photos/iainblake/7324075242/