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FAS3003 SIGNATURE PROJECT

Streetwear fashion has many different brands which are influenced heavily on their environment, UK streetwear fashion is very different to US streetwear.

[uroojqabil]

FAS3003 SIGNATURE PROJECT

READING WEEK HOMEWORK

'INSPIRATIONS/NARRATIVE'

For this module I have chosen my narrative on streetwear fashion. I have chosen this topic because this is something I want to venture into myself in the future. The brands I will be talking about are brands which inspire me and create garments which I wear and inspire to make. The brands which I will be talking about are brands which have a narrative behind the garments they make and I will expand into why these narratives have made these brands as successful as they are today.

[uroojqabil]

FAS3003 SIGNATURE PROJECT

READING WEEK HOMEWORK

In this project we need to focus on a narrative in which relates to the past and present. We need to research inspirations which could be influenced from our previous modules in order to support our ideas for this project. This project has to be linked to our BA degree pathway, which for me is Branding and Communication.

I need to chose a narrative which will I will research and base the next 8 weeks of my module on. This narrative needs to be something which you are passionate about and what inspires you. This is so you have the best engagement and leads you to do the best research around this narrative.

[uroojqabil]

FAS3002 PRESENTING SKILLS

In this lecture we discussed what made a good presenter, this includes the tone of your voice, pacing and your presence. We also looked at what you should and shouldn't do when presenting. We discussed that when presenting you should move your hands as you're speaking, engage with the audience and manage your nerves. On the other hand you shouldn't think about messing up when presenting as this will not allow you to present to the best of your ability and to also know what you're saying so you're clear and wont having to use filler words or be silent.

We then researched Andy Puddicombe who is a meditation and mindfulness expert and has co-funded the app 'headspace.' Andy was a monk for 10 years which is why he is an expert in meditation and mindfulness and in that period of time he travelled Asia and taught people meditation and mindfulness. His dedication and knowledge makes him a good speaker as he knows what he's talking about and he can expand onto his own personal experiences. By sharing personal experiences he can connect and engage with the audience better.

We presented a slide about Andy in our groups and in doing so we felt like we had delivered it confidently and clearly. However in order to improve the presentation we can add on more images which could possibly show his experiences and his app that he had developed.

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FAS3002 LIFESTYLE

PRESENTATION

For the first slide we used Ameila's print in the background and our logo used as the title.

In this slide we talk about our vision and purpose of the brand and we have included images of both traditional South Asian clothing and western clothing. These also show how different these cultures are but we manage to merge these two together.

In this slide we spoke about the brand identity and went into detail about the logo and where the logo will be placed. Also that our logos placement on the website. The logo has been inspired by the mandala logo and this adds brings the South Asian heritage to the logo and relays the narrative to the target audience.

In this slide we show our customer profiles and their characteristics which make them the customers for our brand. We go into detail and talk about their age and their occupation and how this makes them the perfect customers.

This is a mood board which was inspiration for our designs and it also includes our colour palettes. The mood board also includes the prints and other garments similar to our product types.

In this slide we show the three final designs that we picked out from all the designs that were created.

In this slide the mark making/prints are shown along with a GIF which was inspiration behind creating these designs. There is also two documentary photographers mentioned which have inspired these.

These three slides talk about the prices of each garment along with techincal illustrations of each different garment pieces.

This slide shows the packaging and shows the inside and out of the packaging which has the prints on the inside and logos on the outside.

This slide shows our website and shows all the different garment designs, it also includes the logo and different link buttons in which you can access the wesbite.

This slide shows the survey answers from the survey we did and the Instagram profile which we created. It also includes a GIF relating to our brand.

This slide talks about our promotion event we planned and where it will take place. Also that people would get to try on clothes before they purchase on the website and that we would have a chance for them to get henna done on them, which is a traditional South Asian thing.

In this slide we talk about how we can have alternative to the promotion event we already have which is on a much smaller scale. This would happen when we have gotten a larger audience and when we probably have more money to invest and also more of a demand for our products.

In this slide we are showing alternative packaging we could use along with the boxed packaging. These are based off the same print and include our logos on the front and back of the tote bag, These tote bags would mainly be used for when we open up a physical store instead of just having an online shop.

In this slide we are showing male clothing which is similar to our brand and that in our future visions we could move onto menswear as we have mainly focused on womenswear so far.

For the last slide we used the print from the first slide but we added the second logo of just the mandala logo.

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FAS3002 LIFESTYLE

PACKAGING

We created this packaging on illustrator using the packaging templates. We chose a simple box with just a small logo on the from of the box however the inside of the box has the prints we designed before in order to give it some colour. This works better as the customer will be able to see inside the box as they are opening their order and gives it a more personal feel. The packaging of our clothes is something which is also sustainable and and can also be reused and used to store the clothes in if the customer wanted.

In order to improve the packaging we feel as though we could added the either the mandala logo or the 'azadi' logo on the tissue paper to make it more like our own.

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FAS3002 LIFESTYLE

PRICING OF GARMENTS

This is the pricing of the garment production that we calculated based on the size of the garment, the material and the time taken to produce the garment. We decided on what fabrics we would use by using a fabric book so we could pick a fabric which we thought would work best for each garment piece.

We decided that for the first design we would would use cotton lycra jersey with a chiffon scarf for the tank top and nylon for the parachute trousers. So the pricing we calculated was: embroidered parachute cargos would be £75 and the tank top would be £55 including the scarf.

For the second design we would use duchess satin for the base layer of the skirt and the top including a scarf once again. So the pricing we calculated was: embroidered skirt with scarf would be £75 and the embroidered top would be £70.

For the third design we would use cotton drill for the trousers and duchess satin again for the top. So the pricing we calculated was: printed top=£70 and the printed trousers £85.

We calculated the prices by researching how much each fabric would cost per meter and then we worked out how much material would be needed for each garment. We then multiplied the price per meter by how much meter we would need per garment. We then added an additional cost so we could make profit by multiplying by 2 and 2.5. We then added additional labour costs per hour it would take to make each garment. Our labour costs per hour were £15 and we just added this on from the price calculated per material.

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FAS3002 LIFESTYLE

WEBSITE/SOCIAL MEDIA

I developed our website using photoshop and using a template of an existing website, I then used the designs which our group developed on our website. These designs relate to our brand and our in our final designs too. These relay our narrative clearly as they show the south Asian influence in the casual garments. I then added our logo in the corner of the website and added little box links in order for customers to access our clothes and to read what our brand is about.

I also developed our Instagram profile on illustrator using an existing profile by adding our logo to the profile picture. I also added our chosen prints and designs as the posts.

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FAS3002 LIFESTYLE

PROMOTION

This is the promotional event we decided that we would go forward with as it is cost effective and that it would allow customers to purchase clothes in person rather than online if they preferred. This could be improved if we had a bigger budget so we could do other little pop up events in the event. In the future we could maybe sell/ give out traditional South Asian food and be able to have a bigger venue.

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FAS3002 LIFESTYLE

FINAL DESIGNS

These are the three final designs that we've chosen as we feel like they got with our brand the most. We like the prints, colours, garments shapes and embroidery included in all three pieces. We also feel like they follow our colour palette the most.

This is our colour palette that we have decided to use and base our garment designs on. We felt like these colours relate to our brand the most because it includes colours which are found in both traditional 'South Asian and western wear.

[uroojqabil]

FAS3002 LIFESTYLE

FINAL LOGO DESIGNS

These are the two final designs we agreed on as a group to use for our brand. The first logo we created has been developed from a font already available however we have added on curves to the letters in order to give the font more a 'South Asian' feel as this type of font is used in the brands which are developed in those countries. We have also added on a little traditional madala design on the 'I' to make the logo more recognizable and to bring the South Asian culture a part of the logo. We used the shaper tool on illustrator to create the curves on the Helvetica font that we used in order to give it that 'South Asian' look. The second design is similar to the design included in the first design, this logo will be used on our social media and website. We have also created a GIF using this logo which will be on the website.

We also created 2 GIFS relating to our brand and our narrative which will be used on the website and our social media.

This is the colour palette we made and followed when coming up with anything to do with the brand identity, website, prints logos etc.

[uroojqabil]

FAS3002 LIFESTYLE

CUSTOMER PROFILES

As a group we decided that the age range of our brand would range between 25-35. This is because our garments would be smart-casual and also because of our price range. Our pricing will be quite high so we decided that this would be our age range as it would be in their budget of buying clothes.

We did a survey on potential customers and this the information that we gathered in order to cater to their needs when we are doing the branding part of our brand. In these survey results you can see that we have more people who shop online so we would gather this information and sell majority of our products online.

[uroojqabil]

FAS3002 LIFESTYLE

LOGO DEVELOPMENT

These are the fonts that we came up with and thought would fit as a logo. However we felt like they didn't relate with our brand and we wanted to add our own additions to the logo.

These were also some designs I drew up which we felt like related to our brand however wanted something which was abit more simple yet effective.

[uroojqabil]

FAS3002 LIFESTYLE

DESIGNS

In our group meeting we discussed our designs and which designs which would relate most to our brand. The fashion and design members of the group had developed some prints which relate to our brand. These designs include colours and mark marking which is seen in traditional asian clothing.

These two patterns are the ones we decided to use for both our garment designs and brand identity. We felt like this prints relate to our brand narrative and relay it through the colours. The colours which are included in the prints are seen usually in traditional South Asian clothes like the red and yellow and the lighter tones such as the brown and pink and more seen in casual “western” clothes. This brings together the fusion of both cultures and this will be conveyed more specifically when added to our chosen garments.

These are some more patterns which were created and we could get an idea of which ones we liked the most as we could see how they would look on actual garments.

These are some digital designs which were created and we liked these as we could see the two cultures in the garment shapes and style.

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FAS3002 LIFESTYLE

BRAND NAME/ VISION AND PURPOSE

Our brand name is 'Azadi' which is a Punjabi word for 'freedom.' Our brand is a fusion between South Asian wear and western wear. We have decided to fuse these two cultures together in order to being South Asian heritage into casual wear to make it more extravagant. Our clothes will consist of simple garments such as t-shirts, tank tops, parachute cargos, skirts etc. These will all include embroidery, embellishment and colours which are usually seen in traditional South Asian wear. This will bring two cultures together. Our vision is to bring South Asian heritage and include it into casual clothing in order for South Asians to feel in touch with their culture whilst also being comfortable in clothes they will casually wear on a day to day basis. This also closes the divide between being brought up in a western country and not being as in touch with your culture due to their not being clothing like this available already.

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FAS3002 LIFESTYLE- ILLUSTRATOR WORKSHOP

In todays session we were learning how to use the pen tool. We used this tool in order to create a picture of a flower. First we had to draw a straight line in order to get a curved line in order to create the flower.

In order to improve these drawings I would have to use the pen tool more to perfect the lines when they curve.

We then moved onto creating patterns using grids. We used the paint bucket tool in order to fill in the shapes in the grids. We used this to gain inspiration when creating a logo from scratch.

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FAS3002 LIFESTYLE- LOGOS AND BRAND IDENTITY

In this lecture we learnt how important the visual identity of your brand is how it can make or break your brand. The visual identity is what makes up your brand especially for potential customers who don't know about your vision and purpose as this is what will attract customers into buying your products. The main factors which can make your up your brand identity include;

1. The style of graphics you use in your brand can set the tone of your brand and could also narrate your vision and purpose if used correctly.

2. Typography is vital in your brand because the font you use in your brand affects how it is perceived. Certain fonts may not fit your brand narrative so its key that you either create your own font or use a font which is relative to your brand.

3. The logo is probably the most important part of your visual identity as this is what will make your brand recognizable, so when creating your logo you have to make sure its different and is relative to your brand.

4. The brand name is another key factor as it is what all your products will be referred to and it will relay your narrative if you come up with a unique brand name.