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DP025A - Fasion Design the Brief DP025A - Fasion Design The Brief Brief Details For a haute couture house, produce a full colour advertisement poster, sticker set, swing tag etc that promotes a fashion brand. The promo material is to include a female and male figure rendered in an appropriate style, using appropriate colour illustration materials and techniques. The finished package should be thorough, wide ranging and professional. Additional Considerations The primary purpose of the male/female illustration is to drawn people in (fashion) proportion and realistically apply clothing. Typography on the poster should support the fashion range and the tags/stickers should also do this. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Client Summary Company Overview Givenchy was chosen as a client as their Fall 2012 range featured designs that incorporated a lot of black and reds. Target Market Wearers of Haute Coutier fashion. People who like to wear stylish clothing. The Autumn 2013 ready to wear range has a gothic bent - lots of capes, black jackets and leggings/pants, boots and shirts. A splash of red has been added to selected styles to break up the black and to add additional interest to the designs. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Mood Board Researching The Competition/Gothic Clothing Vendors Gothic fashion typically falls into two categories. Day to day clothing which includes t shirt and variations on the cargo pant and more styles clothing such as frock coats, jackets, pants and heavy boots. The more fashionable pieces look much better than the main streamed gothic clothing, though they may not be every day wear. The Givenchy ready to wear range allows the Goth to add some (or even an entire wardrobe) of catwalk inspired clothing to their every day wear collection. A wide range of gothic fashion is shown on the following two pages. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Moodboard What does the Moodboard Reveal? Much of the gothic and haute gothic clothing is black. Dark blues and reds may be used to add interest to the designs. There exists subcultures such as steampunk, cybergoth and corporate goth As with much fashion, the females are well catered for, but the males have a reduced, often non-existant or bland range. The same can almost be said for gothic fashion, where the girls get most of the good stuff! At least with Gothic fashion, guys get a range of boots, funky coats and fancy pants. Givenchy provides haute fashion as part of the Fall 2012 range, but no male equivalent. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Thumbnails Concepting Thumbnails Pose exploration. A number of 30 second sketches were made from photographs of models either on the catwalk or on Gothic fashion websites. For the final two poses, images of models on the catwalk wearing examples of the ready to wear collection were chosen. The female’s legs were extended to giver her a 9 head height. The male proportions remained consistent with a normal male model. Here the wearing of a kilt and leggins was considered enough to create interest in the fashion design. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Tests What Worked Fashion Illustration: The overall body format of both models was drawn with some degree of competence. The clothing on the female, the male’s shoes and jumper and face all look good. What Could Be Improved The female’s face did not come out very well. This could either be redrawn or faded to give her a faceless mannikin appearance. The leggings and kilt on the male appear a little flat. Perhaps additional rendering could be applied here to introduce more volume. Tags & Stickers: The printer mark output showed some very thin text on the tags. This could be a property of the stock used for the mockup. To address this, a 0.5 point white boarder was applied to the “proof” and “print” files. This can be adjusted by the printer based on the final stock decision. As an additional option, the stickers can be printed as magnets (instead of stickers, magnets have been provided in the submission package). A quote on the male tags about males, not females! Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Mockup Final Artwork Shown: two variants on in store poster. White variant potentially fits better with hand drawn models. Also, placing “Ready to wear collection” at top and the season at the bottom flows better than the text placement in the black poster. A font called “code” was used for the typography on the poster. This mirrored the bold sand serif look of the GIVENCHY logo typeface, but is not as stark. The kerning was altered to space the character appropriately (this improved visibility at a distance) and certain characters were simplified to match the letter forms in the company logo. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Final Artwork (continued) Clothing Tags: Clothing tags were designed to have an outer casing (minimalist with Givenchy logo and collection details) and an inner tag describing some key details about the Autumn 2013 collection. The tags were designed to mirror selected clothing from the collection. A quote from Hubert de Givenchy was included on the inside of the outer tag as this best expresses the brand. The “code” font was reused for the tags. as well as Century Gothic as this is a simple easy to read font sans serif. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Final Artwork (continued) Sticker Set Stickers were minimal and displayed the Givenchy and or details of the collection. The star was chosen as it stands out and reflects selected fashions in the men’s collection. Paul Yeatman - Student Number 00043916T DP025A - Fasion Design Final Submission How does this meet the key criteria of the Brief? The Givenchy haute couture fashion house was used. The main poster is full colour and advertises the Autumn 2013 Ready to Wear collection. The sticker set supports the brand and mirrors some design motifs seen on the collections clothing. The stickers compliment the clothing tags. The female and male figure are rendered in a style based on existing haute couture fashion renderings and the female has been given added height (9 heads with extended legs) The tags reflect the colours and design of the Autumn 2013 Ready to Wear collection and compliment the sticker set. The finished package should the Autumn 2013 Ready to Wear collection. The tags and stickers provide direction as to the look and feel of how the entire collection should be tagged / sold. Paul Yeatman - Student Number 00043916T.
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