What are you wearing? (Market Research)

This is my friend Pippa. In order to get a stronger idea of what and why people wear specific clothing I asked Pippa questions about what she was wearing today. 

What are you wearing? Vintage leather jacket bought for $200 from a store in Paris, leather with insterts 95% Polyester 5% Elastane. Vintage silk shirt 'Van Zon' 100% silk, made in China, given to Pippa from her Mum. Madame Hawk Pants, 70% cotton, 25% Polyester, 5% Elastane, made in China, bought for on sale for $50. Country Road white t shirt, 55% Cotton, 45% Modal. Chuck Taylors, bought for $99. 

Why are you wearing these pieces/how long do you intend to keep it/why did you buy it?

- Jacket: Wearing this because its raining a little today and keeps the wind and rain out. It is also one of Pippa's favourite jackets and she wears it a lot. Pippa intends to keep it forever! Bought it because she really liked the style and it reminds her of her trip to Paris. 

- Shirt: Wearing because she liked the layering effect. She intends to keep it forever because it was passed down to her through her Mum. Liked the color and 100% shirt which are normally very expensive.

- Pants: Wearing the pants because they are comfortable for university and went with her outfit. Intends to keep these pants until the end of the year (approx). Bought the pants because she already has the same pants in orange and really loved the style, she found these ones on sale.

- T-shirt: Wearing for extra warmth and like the layering. Intends to keep it for as long as it lasts as it is a good basic. Bought it for layering for summer and winter. 

- Shoes: These shoes are comfortable and practical for university. Intend to keep them until they wear out, Bought them for everyday wearing - match with anything. 

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I then broke down what I was wearing that day: 

Black Pants - Country Road $120
- Made in China, 100% Rayon
- Bought them to wear for the trip to New York last year, they were loose and comfy but didn't look too much like track pants
- Would like to keep the pants for a couple of years

Black/ white Top - Hurricane Jeans $30
- Made in China, 100% cotton
- Bought it because I like that kind of stye, really loose - its actually a boys top, would just be useful
- Would like to keep it just till the end of the year I guess

Blue Cardigan - Kate Sylvester $395
- Made in Chine, 75% Acrylic, 25% Mohair
- Because its verrry warm, I really liked the colour, and its Kate Sylvester so I can wear it to work (because she works at Kate Sylvester)
- Would like to keep it forever! As long as it lasts!

Grey Jacket - Ruby $40 (on sale)
- Made in China, 100% Cotton
- Because it was cheap and I liked he style - I'm a jacket gal!
- Would like to keep it for a while actually, for how cheap I bought it - I still really like it!

In conclusion the items that have a story or are more expensive are the one's that Pippa and I intend to keep for longer/ the ones we cherish more. Hence in my collection I need to sustain a balance between price/value and maintaining a story or background

Design Development via Drape

I enjoyed draping straight on the mannequin instead of designing on paper so I took pictures of some jacket designs and I really like the way some of them turned out. Note that I only draped on one side as you only need one side to make the pattern and it conserves fabric. I tried to only use rectangles and squares with folds when designing. 

There would be no seam that goes under the arm so the front/back can be tied around to fit the women's shape. 

These are some different ways that you could wear the jacket. It would be interesting to see how it would translate on the women's form. All of the patterns are made out of squares or rectangles apart from the sleeve block. Zero waste pattern! 

These are some other jackets that I draped. I will now attempt to sew one up to see how it falls on the women's form. Need to try and sketch these! 

Fit in Men and Women mannequins and how this will effect my collection

I am having some trouble in designing on a men's form as I am so used to designing on a women's form so I decided to drape a fitted tunic on the male mannequin and make it up and compare the fit on the female mannequin in order to get a bit idea of sizes and the body shape.

As you may be able to see, the main areas of distortion on the women form is on the side of the bust, the shoulder and the area in the back. The back and bust areas do not really concern me as from the beginning I have wanted my collection to be lose and protected (with lose layers) however the major slopped shoulder does concern me as this translates to the armhole placement. If the armhole is too low on a woman (especially in a woven fabric) this can cause a lot of discomfort when moving. I have to think about this in my design development. 

Mood Board from photoshop tutorial

Here is a mood board that I did in class after a tutorial on photoshop. To me it does not really satisfy what the Alain collection is all about but thought it showed some ideas and skills that I have looked at along the way. I want the collection to have the protected idea and similar colors to the Margareta collection but in a more youthful, unisex, playful way. 

Sustainable fashion an textiles, Kate Fletcher, Chapter 5 - Fashion, Needs and Consumption

I have always been told to reduce before I reuse and recycle. The chapter on Fashion, needs and consumption relates directly to this push to change the way people think about clothing and fashion, building “a new vision for fashion that satisfies needs and minimizes poverties.” (Pg 122)

Fletcher speaks about the importance of fashion to human culture – how it proclaims who we are etc etc but in doing this we must also recognize the “urgency of the sustainability agenda.”

What really captured my attention in the chapter is the idea that garments create, sustain and evoke social integration, relationships and creativity within society. “Relationships can be fostered by designing garments that encourage us to ask deep questions about our sense of place in the natural world…It is about designing confidence and capability-including pieces that encourage versatility, inventiveness, personalization and individual participation.” In conjunction with these ideas, Fletcher also talks about the “new aesthetic” that creates a connection between the consumer and the natural world and how the clothing they are wearing communicates this. “Aesthetics are important to sustainability because they act as a great social attractor, an outlet for ideas, a form of cross referencing and an agent for change.” Through informing people about sustainability though a trend of clothing (e.g. unisex dressing) you are bringing about a change in thinking in our consumerism society for good. This may be as simple as green stitching as American Apparel uses on their sustainably friendly clothing or the Kate Sylvester ‘Made in New Zealand tags that sits along the price tag of her Made in New Zealand garments. One can hope that one day that made in New Zealand tag will be as important as the price tag as it is to a lot of consumers already.

In conclusion, I really like this idea that a garment should integrate society, enhance relationships and increase thinking about sustainability. I believe that in the current economical situation, people look for more than just a ‘trend fix’ when looking for any type of clothing. Conversely they want a story, or an idea behind the piece that sustains as individual relationship. I see this all the time when I work at Kate Sylvester – people want to know what the collection is about and how the print was developed and what fabric it is etc etc. These ideas as not only fantastic for sustainability and slowing down fast fashion but they are also a great marketing scheme for a company with a background like Alain. Therefore, I want this collection to stand out as being versatile, educating, durable, innovative but most of all engaging. I can imagine people coming into a store and looking at draped jackets/pants etc and thinking is this men’s of women’s, how do I wear this, what is this made out of etc. At this point they either try it on and do something individual with it or they ask the shop assistant and immediately are engaged into a conversation. I want the collection to not only be made in New Zealand but look like it is made in New Zealand also. This goes right from the weather conditions in different cities (e.g. could have the Wellington jacket, Auckland jacket etc) to the tags that inform consumers where exactly there garment started and ended.

Time to start designing more!