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PHILIPPE STARCK Philippe Starck was born on January 18 1949 in Paris, France. He has become widely known since the start of his career in the 1980s for his interior product, industrial and architectural design work. After setting up his first industrial design company, Starck Product (later known as Ubik) he began working with manufacturers in Italy such as Kartell, Alessi and Driade. For the past thirty years Starck has been designing luxurious hotels and restaurants all around the world. One of his recent projects is “Yoo inspired by Starck” which is a complex of luxurious apartments all around the world. On the contrary, Starck is known for his “democratic design” concept- well designed, quality objects that are affordable to a wider range of population.! !
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PRODUCT Target Group Starck$is$famous$for$his$ democratic$design,$which$ makes$his$products$more$ affordable$and$mass$ produced.$The$target$group$ are$open@minded$ individuals$around$the$age$ of$35$with$more$of$a$ creative$soul$and$an$ extrovert$personality.!
Reflection Philippe$Starck$is$one$of$ the$most$well$known$ contemporary$designers$ and$his$work$is$not$only$ focusing$on$being$ decorative,$some$of$his$ pieces$are$also$showing$a$ “political$message”$and$ he’s$also$concerned$with$ the$environment$and$ ecology.$His$works$can$be$ found$in$museums$in$ Europe$and$the$USA.$!
Physical) His$products$are$usually$things$of$everyday$use.$Not$only$he$designs$ pieces$of$furniture$such$as$chairs,$lamps,$room$decoration$etc.$but$ he$also$designs$kitchenware,$speakers,$headphones,$bikes$etc.$So$ most$of$his$products$are$quite$practical$and$functional.$His$designs$ are$minimalistic$usually$of$an$organic$shape,$slightly$curved$and$we$ don’t$see$many$sharp$edges$in$his$designs.$Most$of$his$work$is$made$ out$of$artificial$and$light$materials.$Starck$uses$bright$colours$as$well$ as$very$simple$colour$spectre@$silver,$grey,$white,$black.$$Adding$ bright$colours$to$his$designs$creates$a$fun$and$an$interesting$look.$ All$of$his$products$are$well@made$and$of$a$high$quality.$
Symbolic) Starck’s$products$might$be$influenced$by$other$cultures@$Japanese$ simplicity,$Italian$Futurism$and$American$Streamlining.$He$is$also$ interested$in$science$fiction$and$that$might$inspire$him$to$give$his$ designs$more$of$a$futuristic$look.!
User Functional) As$he$designs$many$everyday$use$products$that$are$quite$affordable$ it’s$possible$to$make$the$user’s$apartment$more$interesting$in$ details.$For$example,$using$his$famous$lemon$squeezer$might$not$be$ the$most$efficient$but$also$functions$as$an$unusual$decoration$in$the$ kitchen.$
Emotional) His$products$will$say$a$lot$about$the$user’s$identity$since$he/she$can$ play$around$with$different$colour$combination,$combining$Starck’s$ minimalistic$and$some$over@the@top$products.$Starck’s$designs$offer$ the$user$to$get$creative$and$express$their$own$personality.$
Culture The)Person) Philippe$Starck$is$defining$the$style$of$his$designs$by$his$personality.$ He$is$creating$products$for$different$companies$under$his$name.$
DESIGNS
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Louis!Ghost!Chair!(Kartell)!
Wireless!Speakers!(Zikmu)!
Gun!Table!Lamp!(Flos!Lighting)!
Juicy$Salif$Citrus@Squeezer$ (Alessi)$
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JEREMY SCOTT Jeremy&Scott&is&an&American&fashion&designer.&He&was&born&in&1974&and&raised&in&Kansas&City,& Missouri.&Scott&attended&the&Pratt&Institute&in&Brooklyn,&New&York,&for&fashion&design.&He& started&his&career&in&the&late&1990s&working&with&Björk&and&showing&in&Paris&Fashion&Week.& Vogue&called&his&spring&2000&readyPtoPwear&show&"a&witty&reply&to&all&his&detractors,&who&had& accused&him&in&the&past&of&producing&outlandish&clothing&that&no&one&would&wear.& He&is&a&famous&designer&name&on&every&London,&Paris&or&Milano&Fashion&Week.&The&most& important&thing&in&his&career&is&collaboration&with&famous&MTV&names&and&popular&models.& He&created&for&Britney&Spears,&Lady&Gaga,&Katy&Perry&and&many&more.& His&collection&brought&him&international&fashion&recognition,&winning&the&Venus&de&la&Mode& Award&for&“Best&Designer&of&the&Year”&in&both&1996&and&1997.& He&is&known&worldwide&for&collaboration&with&Adidas,&collection&of&footwear.&The&wing&highP tops&and&teddyPbear&shoes&are&popular&with&hipPhop&stars&as&well&as&with&the&general&fashion& public.& In&October&2013&Scott&became&Moschino's&Creative&Director,&showing&his&first&Moschino& Collection&in&fall&2014.&Jeremy&Scott's&first&Moschino&fragrance&called&Moschino&Toy,&is&a& unisex&scent&that&looks&like&a&teddy&bear.& !
Target Group
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PRODUCT
Jeremy&Scott&designs&are& connected&with&young& people,&which&are& rebellious&and&wild.&His& clothes&are&typically&worn& by&people&that&can&afford& to&change&their&wardrobe& often&because&they&are&not& timeless.&That&is&why&his& designs&are&also&so&popular& among&the&celebrities& because&we&rarely&see& them&in&the&same&outfit& more&than&once.&His& designs&are&worn&by&stars& who&love&his&extravagant& fashion.& !
Physical) He&generally&uses&print&that&expresses&what&we&see&as&a&comic& touch,&food&and&sweets&designs,&street&art,&animal&print.&He&starts& with&the&idea&of&a&colour&and&that&is&the&basics&of&his&inspiration.&The& palette&is&colourful.&He&uses&mainly&bright&pop&colours.&He&mixes& pop&culture&and&identities&of&multinational&brands&as&Coca&Cola&for& graphic&prints&that&reminds&Andy&Warhol&pop&art.&He&loves&the&soP called&"electric&look".&He&uses&materials&such&as&plastic,&silicon,&fur.& He&is&interested&on&mixing&the&fur&with&other&fabrics.& &
Symbolic) His&clothes&are&considered&wild,&crazy&and&excessive.&The&design&and& colour&choice&are&not&timeless&and&therefore&has&no&fashionable,& long&shelf&life.&His&design&is&a&combination&of&simple&street&style& shape&and&pop&art&spirit.&He&has&the&ability&to&turn&out&chic,&saleable& clothes&and&still&maintain&an&independent&spirit.&& !
USER
Reflection Jeremy&Scott&represents&an& eclectic&and&contemporary& communicator.&His& eponymous&line&is&an& example&of&lowbrow& culture&transformed&into& high&art.&He&has&no&limits& when&it&comes&to&his& designs,&style&and&concept& P&he&is&also&known&as&a& "fashion&rebel."&He&tries&to& & convey&emotions,& ! memories&and&nostalgia&in& his&designs,&that&is&why&is& he&fascinated&by&the&late& '80s&and&early&'90s.& !
Functional) He&makes&clothes&that&have&more&conceptual&than&wearable& function&because&even&if&it&is&good&quality,&then&comfort&is&not& important.&The&user&can&feel&extremely&modern,&stylish&and& innovative&in&his&designs.& !
Emotional) The&user's&intention&is&to&stand&out&from&the&crowd,&go&for&attention& and&show&that&they&are&in&the&forefront&as&trendsetter.&Wearing&his& clothes&makes&user&feel&onePofPaPkind.&&
Culture The)Person) Jeremy&Scott&designs&to&satisfy&himself.&He&is&not&anchored&in&any& tradition,&but&will&be&in&front&of&the&fashion&world&as&a&trendsetter& and&innovative.&He&has&said&that&he&is&inspired&by&toys,&comic&books& and&childhood&in&his&designs.&Jeremy&Scott&represents&comic&and& urban&fashion&because&of&his&courage&to&be&unconventional&but& unique.&
DESIG NS
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Fall/Winter!2014!
For!Moschino!Spring/Summer!
For!Moschino!Spring/!Summer!2015!
/Summer!2014!
For!Moschino!Spring/!Summer!2015!
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STELLA MCCARTNEY English(fashion(designer(born(on(13.(September(1971.(Influenced(by(her(father,( former(Beatles(member,(Paul(McCartney,(that(also(gave(her(a(lot(of( opportunities(to(get(into(the(fashion(world(more(in(depth(with(famous(models( by(her(side.(he(started(to(design(in(her(very(young(age(of(13(when(she(made( her(first(jacket.(Stella(is(a(lifelong(vegetarian(and(in(her(collection(does(not(use( any(fur(or(leather.(he(obtained(various(awards(for,(mostly,(being(on(of(a(kind.( Being(a(pioneer(in(vegan(and(environmentallyFconscious(fashion(made(her( famous(as(well.(Some(of(her(designs(have(“no#animal�(text.( !
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Target Group
PRODUCT Physical)
Different(age(category,( suitable(for(independent( and(selfFconfident,(mostly( wellFtoFdo(professional( women,(that(like(to( connect(comfort(with(high( fashion(trends(and( elegance.((
Hardly(specific(certain(description(of(Stella’s(style,(as(she(uses(( a(lot(of(different(colours(and(materials.(Most(of(the(time(she(is( trying(to(give(us(the(feeling(of(upcoming(season(by(bringing( brighter/darker(colours.(Using(different(kinds(of(rounded(shapes( and(light(fabrics(gives(us(the(fluffy(comfortable(feeling.(Switching( from(sporty(elegance(into(luxury(looks,(customer(can(find(clothes( for(all(kind(of(occasions.(Stella(does(not(use(a(lot(of(decorations,( which(signifies(simplicity(and(innocence(behind(the(strong(woman( that(wears(it.(( (
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Reflection There!is!no!restriction,!only! challenge!that!keeps!her! going!and!spreading!this! message.!! It!is!very!important!for!her! to!educate!oneself!and!to! provide!a!high8quality! product.! Her!advice!is!to!keep!up! with!the!responsability!in! the!way!that!you!think!and! the!way!you!source!your! materials.!!! There!are!limited!colours,! fabrics!and!different! quality,!but!at!the!end!of! ! the!day!it!all!has!sense,!as! long!as!you!play!by!the! rules.! !
Symbolic) Pureness,(transparency(and(the(colour(game(are(all(speaking(loud( what(this(season(should(be(like.(One(element(is(common(in(whole( collection,(for(example(oversized(sleeves(that(symbol(the(strength( in(the(arms(of(the(women.( !!
User Functional) We!can!find!here!a!great!deal!between!elegance!and!comfort,!that!! women!most!of!the!time!look!for.!! !
Emotional) Wearing!clothes!made!by!mostly!organic!or!re8used!materials!make!! the!user!feel!more!ecologic!in!relationship!with!the!environment!we! live!in.! !
Culture
The)Person) Stella!McCartney!is!trying!introduce!people!to!the!world!of!! organic!/environmental!friendly!materials!and!to!combine!ethics! with!aesthetics.!She!tries!to!touch!on!an!element!of!sustainable!or! ECO!collection.!A!great!believer!that!something!is!greater!than! nothing,!because!once!you!find!out,!it!is!difficult!to!turn!blind!eye.!!
DESIGNS
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Fall/Winter!2012!
Fall/Winter!2014!
Spring/Summer!2013!
Spring/Summer!2015!
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VIVIENNE HU Vivienne&Hu&is&a&New&York&based&designer.&Before&her&fashion&endeavors&she&had&a&business& academic&background,&which&include&a&Bachelor’s&degree&in&Finance&from&University&of& Hohenheim&in&Germany&and&a&master's&degree&in&Business&and&Economics&from&SUNY&of&US.&& Her&collections&exhibits&an&amazing&blend&of&classic&European&elegance,&New&York&downtown& style&and&a&touch&of&exotic&Asian&taste.& !
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Target Group With&her&dresses&“made&for& strong&personalities”,&her& designs&are&believed&to& cater&especially&to& professional&women&in& their&30s,&40s&who&have&a& strong&sense&of&selfP independence&and&a&desire& for&displaying&their& femininity&and&personality& in&a&unique&way.&&&
PRODUCT Physical) Designer&who&make&proficient&and&bold&use&of&a&variety&of& fabrics/techniques&like:&python&prints&along&with&edgy&cuts&at&the& waistline,&sleeves&and&knees,&geometric&patterns,&cutouts,&collar& pipings,&lamb&fur,&tulle,&suede,&leather.&The&palette&is&minimalist.& &
Symbolic)
Vivienne´s&clothes&are)"imaginative&mix&of&European&elegance,&New& York&urban&glamour&and&Asian&exoticism".&There’s&a&lot&of&geometric& patterns,&sexy&cutouts&and&asymmetrical&shapes&in&her&collections.&
User
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Reflection Vivienne&Hu´s&design&fully& represents&the&beauty&of& modern&urban&females.& Her&fashion&reflects&today's& woman&lifestyle&or&I&would& even&say&that&dictates&it.& With&her&solid&skill&and& unique&vision&towards& fashion,&Vivienne&lucky& became&an&icon&and&an& example&not&only&of&the& good&taste&but&also&of&the& ! fact,&that&the&hard&work& leads&to&success.& !
Functional) The&user&feels&smartly,&elegantly&and&classy.&HighPquality&materials& and&sophisticated&style&are&relevant&to&special&occasions&and& working&days&in&office&at&the&same&time.& !
Emotional) User&wearing&Vivienne`s&design&has&a&feeling&of&being&strong,& successful&and&established,&yet&still&feminine&and&cool.&Woman&can& identify&herself&with&style,&sexiness&and&independence.&
Culture The)Person) The&company&Vivienne&Hu&is&identified&by&herself&personally.&She&is& professional,&determined&and&classy&woman&with&business&academic& background.&Vivienne`s&design&is&closely&tied&with&high&quality& things,&geometry&and&elegance&.
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DESIGNS
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Spring/Summer!2015!
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Spring/Summer!2015!
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Fall/Winter!2014!
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