LookBook Proposal Ideas and Inspiration My chosen theme is to investigate materials and different trends that relate to them. I am going to look at plastic, fur, silk and denim and explore the textures and colours. The inspiration behind it is to look at how different materials represent different feelings and provoke different reactions in the media. For my theme, I will look at publications that feature clothing in the different materials to see how they are presented. To carry this through, I will include my findings to my developed range by adapting how the media view certain materials and exploited that viewpoint. For example, if the media see silk as sexy but elegant, my range will challenge that idea by being too sexy but still classed as elegant.
Product and Colour
Trend Research
My chosen product is a silk slip dress by Maison Margiela Vintage, priced at £490.00. It is a simple plain dress with vertical hemlines and spaghetti straps. The raw hemlines give it an ‘inside-out design’ (Farfetch 2015: online) and make it look more rustic. The shapes I identified were similar to CAD flats for strappy tops. They all have delicate designs similar to lingerie but tend to be loose fitting and flowy. I am going to take this idea and continue it throughout my range by using other silky and flowy materials in my line. I will also use the same colour palette of black, grey and navy to add to the weightless feel of my range. All of the clothing will have a relaxed silhouette with a loose fitting design to make the range comfortable but the material will make it sexy at the same time.
My trend research will involve looking at magazines such as Look and Now that have the commercial current high street trends. I will then show how the media portray these materials compared to how catwalk and trend research websites such as WGSN present the same materials. By looking at WGSN (2015), I can see that plastic has a strong link to the second skin theme and is very sexually oriented with fetish wear being a key theme for the material. Fur has a strong link to the teddy-bear fur trend, with its inspiration being ‘real bear fur colourways of brown, black and grey’ (WGSN, 2015: online). Magazines like Closer (2015) link silk with many popular celebrities, making it seem like more of a desirable fabric.
Target Market/Consumer My target market will be more of the high-end market as my chosen item retails at £490 so it is more in the upper market level. The look book will contain a lot of elegant pieces that will appeal to the working business girl so my target consumer will most likely have a highly professional job or be self-established in their industry. They will be 25-30 years old and most likely graduates from university to have such a professional job. This job will allow my target consumer to have more disposable income than the average person.
Consumer Profile
Age:
25-30 years old
Location:
A big city (for example London or New York)
Gender:
Female
Style:
Elegant and stylish with a very clean, minimalistic look. They may wear daring plunge necklines but still look sophisticated. High heels are essential and are always worn whether she is at work or going out.
Occupation:
As my lookbook is priced in the upper market, my consumer would need a higher disposable income. This means that my consumer would have a more professional job where they have a better income and are more established
Interests:
As they would have a higher disposable income, they can enjoy hobbies like wine tasting, expensive gifts, romantic meals and having pets. As they are young women, they will probably care about health and well being so will lead a healthy lifestyle doing yoga and eating healthy.
90s Minimalism EMERGING WOMENSWEAR TREND AW 2016 DELICATE
elegance
FLOWING
ON THE CATWALK
satin PLUNGE NECKLINE
silk