TASK 01 : SKETCHBOOK-PORTFOLIO RESEARCH & DESIGN DEVELOPMENT

 

Griselda Jevon

0353958

Bachelor of Fashion Design Technology

Semester 2

TASK 01 (WEEK 01-04)

Sketchbook link : click here

A. MIND MAPING / RESEARCH

Organic Geometry: Wearable Architecture

For this semester, we have been assigned to make a collection that is inspired by a building. The theme for this semester is Organic Geometry: Wearable Architecture. Organic geometry in wearable architecture refers to the incorporation of natural, flowing, and biomorphic shapes and patterns into the design of garments and accessories. It draws inspiration from organic forms found in nature, such as curves, spirals, fractals, and fluid shapes.

The use of organic geometry in wearable architecture allows for the creation of unique and avant-garde fashion pieces that challenge traditional concepts of clothing. It opens up possibilities for exploring new materials, fabrication techniques, and three-dimensional forms, resulting in visually striking and conceptually engaging designs.

Before getting into the project, we are required to choose a building. The building that I chose and approved by Mr. JR is Changsha Meixihu International Culture & Arts Centre. 

Changsha Meixihu International Culture & Arts Centre

The Changsha Meixihu International Culture & Arts Centre is a cultural complex located in Changsha, Hunan Province, China. It was designed by the late renowned architect Zaha Hadid and completed in 2017. The center was envisioned as a hub for cultural activities, including theater performances, concerts, and art exhibitions. The Changsha Meixihu International Culture & Arts Centre has quickly become an iconic landmark in the city, attracting visitors with its striking architecture and vibrant cultural offerings. It serves as a platform for artistic expression, promoting cultural exchange and enriching the local arts scene in Changsha.

The concept behind this center is to create a vibrant cultural hub that celebrates the arts and fosters creativity. It has an organic architectural language, which is defined by pedestrian routes that weave through the site to connect with neighbouring streets. Providing views of the adjacent Meixi Lake from the city and giving access to the parks and walking trails on the lake’s Festival Island, this ensemble of three separate cultural institutions creates external courtyards where pedestrian routes intersect for outdoor events and sculpture exhibitions. Basically, this building was built to embodied values of functionality, elegance and innovation.

Designed by the renowned architect Zaha Hadid, the concept of the Meixihu Centre revolves around the integration of art, nature, and technology. The complex consists of three main structures: 

the Grand Theatre, the Contemporary Art Museum, and the Multipurpose Hall.

The Grand Theatre is the centerpiece of the complex, featuring a stunning, sculptural design that mimics the fluidity and organic shapes found in nature. Its sweeping curves and undulating rooflines create a sense of movement and dynamism, while its state-of-the-art facilities provide a world-class venue for performances, concerts, and theatrical productions.

The Contemporary Art Museum showcases contemporary artworks from both Chinese and international artists. Its sleek and futuristic design incorporates large exhibition spaces, galleries, and immersive installations, providing a visually striking environment for art enthusiasts and visitors to explore.

The Multipurpose Hall is a versatile space that can accommodate a variety of events, ranging from conferences and exhibitions to educational programs and cultural gatherings. Its flexible design allows for adaptability and serves as a multi-functional venue that can cater to diverse artistic and cultural activities.

Below shown the mind map of my research.

B. MOOD BOARD

1. Fashion Editorial Images

Fashion editorial images are photographs or visual representations that showcase clothing, accessories, and style in a creative and editorial manner. They are typically featured in fashion magazines, online publications, and advertising campaigns. Fashion editorials are different from regular product or catalog photographs, as they aim to evoke a particular mood, tell a story, or convey a concept or artistic vision. These images often feature professional models, elaborate styling, and high-fashion designs. They are created by a team of professionals, including photographers, stylists, makeup artists, and art directors, who work together to create visually captivating and thought-provoking imagery.

Below are the fashion editorials that I found related to my collection.

2. Subject Matter Images

The subject matter for this semester is the building which is Changsha Meixihu International Culture & Arts Centre. Below are the pictures of my subject matter.

3. Color Research

As I’m doing a summer/spring collection, I choose warmer tone colors. The main color for this collection are champagne gold, khaki, red, and black. These colors choice are inspired from the Grand Theatre interior design. 

4. Designer’s Inspiration

For this collection, I was inspired by one of Iris Van Herpen’s Couture look in his Fall 2022 collection. I also took inspiration from one of Inflowing Runway & Han Kjobenhavn’s look.

[Iris Van Herpen Fall 2022 Couture]

[Inflowing Runway]

[Han Kjobenhavn SS 2023]

5. Texture Sample

To create the similar texture to the building, I’m using ruching, pleating, and voluming technique. 

6. Typography

After collecting fashion editorial images, subject matter images, color research, designer inspiration, and texture sample, i gathered the images to create the mood board. I named this collection as “Lily’s a Forte”.

C. CONCEPTUAL STORY NARRATIVE

Changsha Meixihu International Culture and Arts Centre is the largest and most versatile cultural centre in Hunan Province, China. There are 3 buildings which are the Grand Theatre, Contemporary Art Museum, and Multipurpose Hall. This culture and arts centre by Zaha Hadid Architechs has an organic architectural language, which is defined by pedestrian routes that weave through the site to connect with neighbouring streets.   

For this final project, I didn’t find many history and philosophy explanations about this building as Zaha Hadid only mentioned that this building is embodying values of functionality, elegance, and innovation. However, as i do some research about the building structure, i found that if seen from top, the Grand Theatre building’s structure is white petal-shaped and looks like a whipped cream from the side. The buildings have a neo-futurist style but also look elegant at the same time. I also did some research on the interior design, which I found some beautiful wall textures and colors that inspirated my fabric manipulations.   

Exterior Design :  

- white petal shape that represent purity and innocence to sympathy 

- whipped cream has a light and fluffy characteristics  

Interior Design :  

- gold textured wall : luxury, precious pleated like textured wall

- elegance burgundy seats : elegant, timeless, power

From the research i made, I finally decided to make a spring/summer collection with “Lily’s a forte” as the collection name. Lily is a noun that represent a lily flower which is known as pure and feminine. While Forte is an Italian adjective form of ‘fort’ which means ‘strong’, ‘powerful’, ‘high value’. So the title has a meaning that this collection is made to embody the inner elegance and power of someone/something. The fabric manipulations also represent the building characteristic, which is elegant, functional, and innovative because i use glittery fabrics which is also inspired by the building interior designs and exterior design at night. 

D. DESIGN CONSTRUCTIONS

1. Initial Ideas

For the design constructions, I used photomontage technique. Photomontage is a technique in which different photographs or images are combined together to create a single, unified composition. It involves cutting, rearranging, and overlapping various elements to form a new visual narrative or artistic representation. The resulting image can be surreal, conceptual, or creatively imaginative, often conveying a unique message or emotion that goes beyond the individual pictures used in the process. Photomontage has been widely used in art, advertising, and editorial contexts to create visually engaging and thought-provoking compositions. Using this technique, I created 5 initial ideas by cropping the building structures.

[5 initial ideas]

2. Initial Developments

Moving onto initial developments, Mr. JR instructed us to develop 10 initials from the 5 ideas before. From the 10 developments, Mr. JR approved 2 designs and asked me to do more developments. Below are the initial developments.

3. Finalised Design

Finally, after Mr. JR’s approved my designs, I get to finalised 3 designs for this collection. For look 1, I was inspired by both interior texture and exterior structure of the building. While for the second and third look, I was inspired by the interior design’s color and structure.

E. CUSTOMER PROFILE & BUSINESS PLAN

A customer profile in the fashion industry refers to a detailed description of the target audience or ideal customers for a fashion brand or business. It includes demographic information such as age, gender, location, and income, as well as psychographic data like interests, lifestyle, and preferences. Understanding the customer profile helps fashion businesses tailor their products, marketing strategies, and branding to meet the specific needs and desires of their target audience.

While business plan in the fashion industry is a comprehensive document that outlines the goals, strategies, and financial projections of a fashion-related business. It includes an executive summary, company description, market analysis, competitive research, product offerings, marketing and sales strategies, operational plans, and financial forecasts. A well-crafted business plan serves as a roadmap for the fashion business, helping entrepreneurs secure funding, make informed decisions, and achieve long-term success.

On this semester we were learning how to create a customer profile and business plan. It is my first time creating it so I’m not sure if it’s perfect yet!

1. Customer Profile

Name: Isabella
Age: 28
Marital Status: Single
Gender: Female
Parental Status: Without Children
Country: Malaysia
City: KL
Job Scope: Successful event planner and art curator
Lifestyle: Vibrant and dynamic, immersed in the art and fashion world, love shopping and dressing up.
Hobbies: Travel, Party
Philosophy on Lifestyle: Believes in the power of art and fashion for self-expression and meaningful experiences

My collection based on her profile : 

Look 1: Short asymmetric dress in glittery gold with pleated fabric manipulation, showcasing Isabella's creativity and willingness to push boundaries.
Look 2: Red glittery bustier bodysuit with pleated transparent glitter tulle, representing Isabella's passion for creating dramatic impact and glamour.
Look 3: Gold champagne mermaid dress with matte burgundy pleated fabric manipulation, reflecting Isabella's sophisticated and luxurious lifestyle, blending artistry with refinement.

These looks collectively embody Isabella's artistic vision, her dedication to merging art and fashion, and her dynamic lifestyle in line with the inspiration from Changsha Meixihu International Culture & Art Centre.

2. Business Plan

Introduce Griselda Jevon, a custom-made fashion brand specializing in evening looks.
- Emphasize the unique selling proposition of personalized, one-to-one customer service and exquisite designs inspired by the mentioned looks.
- Highlight the need for a dedicated showroom/boutique that offers fitting consultations and creates a luxurious experience for clients.

Our goal is to outline the logistics of operations, including sourcing premium materials, pattern-making, garment production, and quality control, discuss the team required, such as skilled tailors, pattern makers, designers, and dedicated customer service personnel, and emphasize the importance of excellent customer service and ongoing client relationships.

Market Analysis:
- Identify the target market, focusing on individuals seeking custom-made evening attire.
- Conduct market research to understand customer preferences, trends, and competitors in the industry.