B O T A N I C A L

B OTA N I C A L Tara Pertwee BA (Hons) Fashion Concepts & Communication Fashion Practice & New Technologies

C O N T E N T S PA G E Page 3- Hand & Digitally Rendered Collage/ Gallery Instillation Page 4- Interview with Sarah Hale (ASOS employee) Page 5- Digital Moodboard Page 6- The Concept Page 7- Photography & Digital illustration combination Page 8- Quote from interview & Swing Tag Designs Page 9- Poster Page 10 & 11- Technical flat Jacket Collection Page 12- Back Page advertising the concept in the form of a digitally manipulated photograph

2

3

A N I N T E R V I E W W I T H S A R A H - JA N E H A L E Wh a t i s yo u r n a m e ?

S a ra h - Ja n e H a l e H ow w o u l d yo u d e s c r i b e t h e c o n c ep t o r s e r v i c e o f C o m p a ny, A r t i s t o r B ra n d ?

O n l i n e fa s t fa s h i o n fo r 2 0 s o m e t h i n g s a r o u n d t h e w o r l d Wh a t i s yo u r s p e c i f i c j o b t i t l e a t C o m p a ny, A r t i s t o r B ra n d a n d wh a t d o e s i t include?

C o m mu n i c a t i o n s D i re c t o r I nvo l ve s m a k i n g s u re a l l c o m p a ny s t a f f g l o b a l l y a re aw a re o f & u n d e r s t a n d t h e c o m p a ny s t ra t e g y a n d h ow wh a t t h ey d o c o n t r i bu t e s t o i t .

A l s o w o r k i n g t o p o s i t i o n t h e c o m p a ny a t t h e fo re f r o n t o f fa s h i o n o n l i n e w i t h key s t a ke h o l d e r s ex t e r n a l l y.

P l e a s e d e s c r i b e a n exc i t i n g p r o j e c t / t a s k yo u a re c u r re n t l y w o r k i n g o n a t C o m p a ny, A r t i s t o r B ra n d ?

A l l c o m p a ny s t ra t e g y p re s e n t a t i o n fo r a l l u k e m p l oye e s & l ive s t re a m i n g t o o f f i c e s i n E u r o p e & N ew Yo r k .

Wh a t i s t h e w o r s t ex p e r i e n c e yo u h ave h a d wh i l s t w o r k i n g a t C o m p a ny, A r t i s t o r B ra n d ?

Ru n n i n g a n a l l s t a f f c o m p a ny eve n t a n d h av i n g t e ch n i c a l p r o bl e m s m e a n i n g ove r 8 0 0 w e re w a i t i n g o u t s i d e i n t h e ra i n .

H ow l o n g h a s C o m p a ny, A r t i s t o r B ra n d b e e n e s t abl i s h e d ?

1 5 ye a r s Wh y d i d yo u ch o o s e t h i s l o c a t i o n t o w o r k f r o m ?

D o n’ t u n d e r s t a n d t h e q u e s t i o n .

H ow m a ny p e o p l e a re c u r re n t l y w o r k i n g a t C o m p a ny, A r t i s t o r B ra n d ?

1200 D i d yo u e n c o u n t e r a ny ch a l l e n ge s i n t h e e a r l y s t a ge s o f C o m p a ny, A r t i s t o r B ra n d ?

Ye s ge t t i n g ve r y e n t rep re n e u r i a l ow n e r t o a r t i c u l a t e t h e s t ra t e g y a n d h ave a p l a n t h a t s t a f f c o u l d s e e.

Wh a t d o yo u f i n d m o s t s a t i s f y i n g ab o u t yo u r j o b r o l e a t C o m p a ny, A r t i s t o r B ra n d ?

F u l l o f va r i e t y, eve r y d ay i s d i f fe re n t .

Wh a t d o yo u t h i n k t h a t c u s t o m e r s o r c l i e n t s f i n d m o s t s a t i s f y i n g w o r k i n g w i t h C o m p a ny, A r t i s t o r B ra n d ?

H u ge a n d eve r ch a n g i n g ra n ge o f c l o t h i n g t h a t ’s o n t re n d a n d a f fo rd abl e, d e l ive re d n ex t d ay.

Wh a t b e n e f i t s h ave yo u ex p e r i e n c e d f r o m w o r k i n g a t C o m p a ny, A r t i s t o f B ra n d ?

L e a r n e d a l o t ab o u t o n l i n e.

Wh a t a dv i c e w o u l d yo u g ive s o m eb o dy w a n t i n g t o w o r k a t C o m p a ny, A r t i s t o r B ra n d ?

B e p rep a re d t o w o r k h a rd a n d w o r k fa s t bu t i t w i l l b e f u n & yo u ’l l ge t l o t s o f g re a t f re e c l o t h e s

4

5

CONCEPT: Th e n a m e o f my c o n c ep t i s ‘Botanical’. My concept was inspired by a recent visit t o b o t h Th e B a r b i c a n C o n c e r v a t o r y, i n T h e B a r b i c a n C e n t re, a n d Kew G a rd e n s.

Both locations are situated in London. ‘Botanical’ aims to compliment the tropical beauty in these concer vatories expressed through the for m of fashion communic a t i o n . Th e s e f a s h i o n c o m munication elements, such as photograph, illustration, design and store design will promote these botanical g ardens fur ther and also make the fashion and design industr y more aw are of t h e i r e x i s t e n c e.

Baby pink will be a running theme in ever y visual crea t e d . Th i s s o f t p i n k c o l o u r compliments the plant life and enhances the peaceful atmomospheric surroundings.

B o t a n i c a l a i m s t o e n c o u ra ge city goers to go and app r e c i a t e t h e s e t r o p i c a l g a rdens, taking a break from t h e h e c t i c u r b a n l i f e s t y l e.

6

7

“FULL OF VARIETY, EVERYDAY IS DIFFERENT” An interview with Sarah-Jane Hale

89

9

10

11

WW

B O TA N I C A L