ALU AISD Fashionista Volume 1, Issue 1 January– March, 2016 Top 10 Denim Brands in India for Men Editor-in-Chief Dr. B.Dharmalingam Today when more and more people are becoming brand con- Professor & Director scious retailers are cashing on it and are earning big bucks. The big AISD names in the clothing brands tell us how our fashion scenario has evolved and changed. There are some brands which have been in business for more than 100 years. These clothing brands have made a definite mark in the fashion and clothing industry. The brands have changed the whole style and clothing scenario. Media Managing Editor and promotions have been the sole reasons for the brand awareness Dr. G. Mahesh and consciousness among the Generation. Asst.Prof., AISD K Lounge Associate Editor Flying Machine P.Sam Vimal Rajkumar Levis Teaching Asst., AISD Wrangler A.Bhuvaneshwari Spykar Lab Asst., AISD Diesel True Religion Technical Editors Pepe Jeans N. Kanagaraj R.Susila Lee M.Lakshmanan I B.Voc. Fashion Technology Numero Uno. J. Jenitamary N. Kanagaraj From the Editor-in-Chief’s Desk R.G. Govarthini The purpose of ALU AISD fashionista a quarterly Mag- M. Vijayarani azine, is to inform, engage and inspire the diverse reader- ship, including Academia, Students, Industry personnel and other stakeholders by publishing B.Voc. Fashion tech- nology students‘ creative fashionable and glimpses of de- “The most coura- partmental activities. It is intended to bring out the hidden geous act is skill to literary talents of our students and also to inculcate author- think for yourself. ing skills to them. We wish to propagate the calibre of our B.Voc. Fashion technology students through this medium. Aloud” Editor-in-Chief We firmly believe that, our students have come out with astonishing contributions for this magazine with very high Dr. B.Dharmalingam - Coco Chanel standard and quality content. I am sure that the this Fashion- Professor & Director ista magazine will provide a platform to the students to AISD sharpen their skill and will strengthen the academic activi- ties of the department. Page 2 ALU AISD Fashionista DRESS CODE FOR MEN AND WOMEN Colleges usually relax the dress code re- DRESS CODE - COMMON MISTAKE strictions, as a result of which, some can prac- Some common dress code blunders that tically drag themselves from the bed straight to should avoid. the college. When the same college pass outs join a company, some of those companies en- Fitting clothes courage them to carry on with the Clothes too big give you a bloated look "programmer" attire, complete with the hood- and too tight- fitting clothes accentuate ies and slack jeans, while there are some com- the body in a non-formal way. panies that ask their employees to follow a for- Wearing short skirts mal dress code. Short skirts draw attention to the legs when sit down. Why Dress Code? Wearing short socks Most of the organizations expect their Short socks, or drooping socks expose employees to feel the distinct difference of skin and that distracts attention while studying in college and stepping into the pro- crossing legs or sitting down. fessional life. And the most noticeable differ- ence is the dress code. Companies, by and Low-cut or plunging tops large, are conscious about how their employees Just as with short skirts may distracts dress up. It is because the way they dress and an interviewer. groom in their work environment forms a per- Improper color choices ception in the minds of the clients, suppliers, and others about not only them but also the Colors, like green, yellow, red, etc., company. don’t go well in corporate circles. Clothes with sayings, pictures, or de- Reason for dress code signs This lends a very informal and non- 1. Dress Code serious look to the interviewees. It has a social significance, with Poorly-maintained shoes different rules and expectations being laid out to suit different circumstances and occasions. Shoes should be clean and polished. 2. Impression Clues Not dressing formally for business so- cial events The dress code of a person pro- vides significant clues about various attributes Even dinners at the boss’ house are such as their gender, income, occupation, so- formal business occasions so dress-up accordingly. cial class, and attitude towards fashion, tradi- tion, and comfort. Page 3 ALU AISD Fashionista Improper grooming Unclipped nails, odorous of breath/perspiration, and unkempt hair all are red-checks. DRESS CODE FOR MEN Formal Attire - Expensive suits, silken ties, and heavy coats Semi-Formal Attire - eve- ryday wear at work place, business meeting, business party to any other meeting Shirt Charcoal Grey, Dark Brown, Dark Blue, Fawn, and White, solid pastel colours Vertical Pin-stripes, Shirts with vertical pin-stripes (continuous/broken lines with the width of a pin running vertically through the shirt) Trousers /pants Trousers very light-colored trousers take the attention off than person’s shirt. Colours - Dark Blue, Dark Brown, Black, and Dark Grey. DRESS CODE FOR WOMEN Female professionals can add a lot of color, variety, and additional options to their professional wardrobe. They can prefer Kurti & Salwar in Gentle Pastel Colors. Use Light Pink or Brown, (matt/gloss) Colors for Lipstick and Nail Paint Matte’ or gloss colors Use Simple Necklace, Small Earrings, and Nose-Rings (preferably studs) Big dangling earrings and heavy jewelry pieces should be avoided. Wear Minimum Make-up Western outfit - formal shirt & trousers, and suit & skirts. Skirts should be knee-length. M. Vijayarani I B.Voc. Fashion Technology Volume 1, Issue 1 Page 4 HISTORY OF SEWING MACHINE People started sewing as long as 20,000 the world's largest manufacturer of sew- years ago, during the last Ice Age. Archaeolo- ing machines by 1860. He was awarded gists have discovered bone nee- 20 additional patents, spent millions of dles with eyes, used to sew to- dollars advertising his machine, and initi- gether skins and furs, dating back ated a system of providing service with to this time. The earliest known sales. Other important inventions in the sewing needles made of iron come field included the rotary bobbin that was from the Celtic hill fort at incorporated 1850 into a machine patent- Manching, Germany, and date to the third cen- ed by the American inventor Allen Benja- tury. min Wilson 1824-1888 and the intermit- It was over 1500 years later in 1790, that the tent four-motion feed for advancing the first workable sewing machine was invented material between stitches. Sewing ma- and patented by the British inventor Thomas chine brands Saint. Saint's machine, which was designed to Singer sew leather and canvas, mainly on boots, used only a single thread and formed a chain stitch. Juki In 1830 a French tailor, Barthelemy, Thimon- Jack nier 1793-1857, patented the first practical sew- Brother ing machine. Thomas Saint's machine, it pro- duced a chain stitch. By 1841, eighty of his ma- chines were being used to sew uniforms for the French army. In 1846 however patented a sewing machine with a grooved, eye-pointed needle and shuttle. This lock stitch machine could sew nothing but straight seams, which could not be longer than the basing plate. He returned penniless to find that In 1851, Issac M. Singer (1811-75) patent- ed the first rigid-arm sewing machine. Singer's machine also included a table to support the cloth horizontally, instead of a feed bar; a verti- cal presser foot to hold the cloth down against the upward stroke of the needle, and an arm to hold the presser foot and the vertical needle- holding bar in position over the table. A real breakthrough was his invention of a foot treadle instead of a hand crank. Parts of Singer's new M. Lakshmanan machine were based on Howe's work. II B.Voc. Fashion Technology Singer went on to found a company that became Volume 1, Issue 1 Page 5 CREATIVE WAY TO REUSE & RESTYLE THE OLD CLOTHES 1.Home-made Scarf One of the saddest things that can happen in the wardrobe is when our absolute favourite Take two different colour jersey tops item of clothing loses its pizzas and needs to and create a double scarf meet its end at the bottom of the garbage can or 2.Hard to give up the denim jacket be used to mop the floor .We tend to either throw out that beloved item and go shopping Give your jacket a completely different hoping to strike gold and find the same article new look by cutting off the sleeves and of clothing or perhaps an updated version that sewing ones from a totally different inspires us once again. Upcycling clothing is a top. creative way of repurposing clothing. Here are some very interesting ways to re-create the wardrobe Make a little kid happy. Take the back pocket of old jeans and start add- ing embellishments to make it in to a mini purse. This is a great gift for a child to play with Page 6 ALU AISD Fashionista Lovely lac Keep your favourite tTshirt as a pillow. Create a contrast between the rugged jean Great idea to make the comfortable T- shorts and a delicate lace peek-a-boo. Shirt to a cosy pillow Insert a liner of lace to the side of your T- shirt. Others R. Susila II B,Voc. Fashion Technology Volume 1, Issue 1 Page 7 KASUTHI EMBROIDERY OF KARNATAKA HISTORY KASUTI EMBROIDERY The women expressed their artistic urge The basic embroidery stitches by embroidering delicate piece of colourful art, Back stitch the Kasuti. In oldern days it was a custom that Running stitch the bride had to possess a black silk sari called Cross stitch ‘chandra kali sari’ with Kasuti work on it.