Hope Akin
a branding story by Victoria Strong
contents
01
03
INTRODUCTION
PRODUCT
11
04 05 06
Executive Summary About Hope Akin Philosophy
Aesthetic & Inspiration Design Her Customer
12 13 15
07
BRANDING
LOOK BOOK
17
08 09 10
Color & Type Name & Logo Website
CONTRIBUTORS
20
02
introduction
min · i · mal (minəməl) adjective characterized by the use of simple or primary forms or structures, especially geometric or massive ones.
03
executive summary
This book is a branding story for the women’s ready-to-wear designer Hope Akin. It explores who she is as a designer and how she fuses art and fashion. It develops by looking at her aesthetic, what she offers and who her customer is. A look book was created for her spring/ summer 2015 collection, which followed it’s simplicity and her aesthetic. Enjoy.
04
about hope akin
Hope Akin received her BFA in Fashion Design at Savannah College of Art and Design. With a focus in women’s ready-to-wear, she looks to design and create fashion in a minimal and athletically inspired way. Hope lived her childhood on the go, moving around the United States and to other countries. She was born in North Carolina and moved to Tennessee when she was young. Singapore was her home for her teenage years, growing up in the Asian country where she attended an international school for her last seven years of grade school. Here she found her love for street style and city life. This time in her life had a cultural and aesthetic influence on her as a person and as an artist, which can be seen throughout her designs in subtle ways. Traveling is a major part of who she is, so she looks to cultures she experienced first hand and others she has yet to visit.
05
goals & philosophy
“Buy less choose well.” - Vivienne Westwood
06
branding
The branding for Hope Akin blends classic and modern styles to create the perfect balance. Soft colors were chosen to reflect those in her collection and her overall aesthetic. Adobe Garamound Pro, a serif font, was selected as a contrast to her clean and modern designs. Overall, the branding is soft and inviting while staying true to her style.
07
color palette & typography
Adobe Garamound Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
pantone 5513 c
pantone cool gray 4 c
pantone p 179-1 c
08
name & logo
Hope A · Kin (hōp ākin) noun the name of a women’s readyto-wear designer with a modern, minimal style.
Hope Akin
09
website
Hope Akin
10
product
“You can’t play sports in that.” - Hope Akin
11
aesthetic & inspiration
AESTHETIC Her personal style resonates in her designs – clean, modern and minimal. She looks to tactile fabrics for her designs, being drawn to texture, mesh and suede specifically. There is a strong active-wear influence in her pieces due to her combination of the materials she uses and her clean silhouettes. The color palette is light and simple with a focus on white and cool grey and hints of light pink. As a designer, Hope is drawn to dreamy colors such as these to bring out the playful elements in her designs.
INSPIRATION Hope’s interesting background has a strong influence on her style. She not only looks various cultures, but also fine art and textile art for inspiration. The 20th century artist Robert Ryman and the textile artist Nadine Geopfert are two in particular Hope is influenced by. Ryman is known for monochromatic, minimalistic art that focuses on texture. Geopfert has a similar color palette and also explores unique materials in her designs. It is easy to see how Hope connects with these artists because of the similarities in aesthetic. She uses these different outlets and interprets them in her own way to create modern designs with a sporty twist.
12
design
Hope Akin started designing on the basis of bringing fashion and sustainability together. As a designer, Hope is driven by sustainability; she considers the environment and her impact on it. She responsibly sources her fabrics and is working towards zero waste design. She looks to companies such as The Reformation for ethical business procedures. When it comes to manufacturing, she does not support child labor or any unethical practices. These ideas are carried through to her innovative collections. Hope designs with the woman’s figure in mind, making effortless silhouettes that flatter her. The fit is the most important part in design, so she makes sure to take the time to check that they are correct. She considers her own style and what she wants to wear when designing along with looking at trends on the runway to make sure her designs are what the modern woman is looking for.
13
design
14
her customer
15
her customer
The Hope Akin girl seeks out unique pieces to add to her wardrobe. She enjoys minimalist design – from fashion and home decor to graphics. Her age ranges from early 20’s to early 30’s and she shops at Whole Foods and Trader Joe’s. Flaunt, The Gentlewoman and Aint-Bad are her go-to magazines for art and culture. Opening Ceremony and niche brands resonate with her aesthetic. Quality over quantity is something she always considers when shopping, and she’s willing to pay a little more for something that is high quality and made ethically. Fast fashion brands don’t interest her for several reasons. The quality is usually poor, they are often made unethically and how much waste is produced by them are the major factors.
16
Hope Akin
LOOK BOOK SS15
A look book for Hope Akin’s spring/ summer 2015 collection, capturing the simple beauty of her designs. A cool color palette was chosen to mimic the hues of the pieces.
18
“A simple expression of complex design”
19
CONTRIBUTORS PHOTOGRAPHER CREATIVE DIRECTOR
Paris Mumpower
Victoria Strong
DESIGNER Hope Akin
20
MODELS Hannah Aylward Victoria Sceery
21
22
suede top suede mini skirt
23
suede wrap dress
25
26
27
knit crop top oversized mesh top pleated tennis skirt
28
strapless bodysuit mesh top with tie
30
knit crop top cropped trousers
32
33
12
35
mesh maxi dress strapless bodysuit
36
textured top wrap mini skirt
37
39
40