24.10.12 GARMENT AWARENESS

TARGET MARKET!!

Ensuring that you are aiming your designs at the correct target market is as important as the processes you go through to create the designs. I went to Selfridges to investigate the types of materials being used by designers, placement and fabrics.

Stella McCartney

An illusion - I held up this dress and expected to feel luxurious lace, however found that the lace was infact printed onto the fabric. 

I thought this was clever, but a bit of a cop out for Stella McCartney. She had reinvented the idea of lace, with technology today fabric do not have to made but can be replicated. This idea of presenting something that infact is not there connects well with my project. I want people to look at my prints but not be aware that they are actually looking at something destressing. 

Lace is also a fabric that i am very interested in. In my initial ideas, lace was highly influencial in the direction i went. I was fascinated at what mood it reflects, how it can disguise but also reveal detail. It can be very sinister but virginal. 

 Alexander McQueen

After discovering the Stella cheat I was interested to see where other designers had "cut a few corners." This Alexander McQueen dress was a combination of silk and wool. Very intricately made and detailed. It reminded me of the Stella dress but showed the designer luxury which I think was lost in her dress. 

Placement

Looking at Peter Pilotto's latest collection I was influenced by his choice of fabric, he has incorporated textured fabric with his designs. by doing this it made even fabric he used detailed. When the light caught the fabric you were able to see a whole other light to the print. 

This exercise also made me aware of placement, prints do not have to cover the whole garment. 

Like in Prada's collection the print was reoccuring throughout the designs but you only caught glimpses on some garments