Innitial individual concept - Pip

Inspiration board

Mood board

Concept 2 - Deliciously wicked


The concept is inspired upon the recent revival of comics, such as in the new release and popularity of the Batman and Spiderman movies along with other books by Marvel and DC. Instead of looking at the hero’s within these comics this concept revolves around the villains we love to hate, and who break away from the set formula of good vs. evil and black and white.

The Joker, Poison Ivy, Magneto and Catwoman; all these comic book villains can steal the scene when next to others and be more interesting than their superhero counterparts. Why? Because of the layer and depth within their characterisation. They were not born evil or bad; it’s been their past which has created who they are in the present. For example, in the most recent batman movies the joker’s abusive and traumatic childhood has twisted his mind and given the character his signature (creepy) smile.

This layering behind their character gives an instant excitement and intrigue about who the villain is and helps to break apart and blur the lines of good vs. Evil.

It is this tension which will translate into clothing for the AW2014 collection, a mix and layering of contrasting and subtle fabrics/colours representing good, evil and the blurring of the two.

Being a sports company, the garments within the collection will be tailored towards an active lifestyle with sports aesthetics such as moisture-releasing and body temperature regulating fabrics being a key component. The collection will have the look of urban street wear, while sports technology will be integrated into the fabrics used.

As part of the promotional and marketing side of the collection - a QR code leading back to the label’s website will be incorporated on to the surface design of the garments. This technology will allow the customer to scan and take a photo of their outfit and show it on the label’s website for other consumers to see and talk about. This creates a social network where the consumer is connected and a part of something exclusive to the brand they are buying into.

The contemporary design strategy of longevity is weaved into this concept by the connection and excitement created between the garments and the consumer.

Intent:

The intention of this concept is to create excitement and intrigue in clothing which will come from the layering of fabrics surrounding the body.

Audience:

The targeted consumer for this concept is young women between the ages of 19-24 who live in Canberra. She is someone who values innovation in design and while always being socially connected to others, still retains a sense of personal style and identity.