Macro, Mood and Aesthetic Concept of Alain collection

Consider: Macro Concept: What story are you trying to tell with your collection?

I am telling the story of how the elderly and my grandmother feel in this world. The collection attempts to protect the wearer with layers upon layers of clothing and heavy protective buckles. The Alain collection will conjoin these ideas into a more wearable unisex diffusion line that uses certified organic fair-trade. Taking the quote, 'Eco brands are also set to make a big comeback, as the evidence is mounting that consumers associate eco with quality, and care more about where and when their clothes are manufactured" (Julia Rebaudo from StyleCompare.co.uk), the Alain collection will be a popular craze bringing about a new way of unisex Eco dressing.

Mood Concept: How does the story feel?

The wearer feels protected by the layers of clothing and protective textiles. They feel positive about using and buying fair trade and Environmentally friendly clothing and therefore tell family and friends about their new clothing. They feel comfortable, warm and modern.

Aesthetic Concept: How does this story look?

The story has notions of traditional structure and elegance yet presented in a distressed, ultra modern aesthetic. The colors replicate the eco friendly cottons and wools with muted yellows, reds, grays and blues.

Now time for market research!