We have currently started a new project called 'Industry.' The aim of the project is to examine connections between our own work and that of other related practitioners. The supposed outcome of the project is to produce work that is relevant to our chosen practice that can be used in our portfolios, and to encourage research and understanding of the industry that we wish to work, in my case i will focus on the promotion side of things.
We were put into groups of 8 depending of what position and what designer label we decided to work with and initially were asked to interpret some given quotes and use them as a starting point for the creation of a design/promotion concept. We were asked to imagine that the whole design and promotion team of our brand had fallen horribly ill weeks before a massive fashion show, and we were being held responsible to promote and design the new AW14 collection.
We were put into groups of 8 depending of what position and what designer label we decided to work with and initially were asked to interpret some given quotes and use them as a starting point for the creation of a design/promotion concept. We were asked to imagine that the whole design and promotion team of our brand had fallen horribly ill weeks before a massive fashion show, and we were being held responsible to promote and design the new AW14 collection.
"There are massive gaps in this essay
It is broken and rewound
Not always knowing and yet searching
Respond
Exchange
Converse
Be a traveler in this novel even if only for a while"
My team is working for Burberry and comprises of 4 fashion promotion students and 4 fashion and textile students which i feel is an equal balance to work with. We started by interpreting the quote and depicting meanings and messages from it that could be linked to our show, and here is what we came up with…
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| "Author's own,Group MindMap" |
When brainstorming as a group:
- we came up with the concepts of travel, protection and decay, barring in mind that Burberry is a slick, swerve and prestige brand. We decided as a group that it would be appropriate to demonstrate the theme of decay through the promotional aspect of things to maintain Burberry's signature look.
With further research and delving deeper into historical reference and themes, we discovered new concepts that would improve our original ones, keeping a continual theme throughout that tells a story.
We discovered that in 1911 Burberry became the outfitters for Roald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory on his ill-fated attempt on Mount Everest in 1924.
In 1914, Burberry was commissioned by the War Office to adapt its officer's coat to suit the conditions of contemporary warfare, resulting in the “trench coat”. After the war, the trench coat became popular with civilians.
Based on the theme of travel we also discovered that in the 1940's Women would make garments out of silk maps that were used in WW2, this discovery was perfect for our design team because now they had an inspiration for a pattern that they could incorporate into our travel collection designs.
Once we have discovered several really inspiring starting points we thought that it would be a good idea to start creating moos boards and concept boards to help inspire our design and promotional ideas.
Our boards incorporate images that relate historically to Burberry but they also incorporate the idea of travel through maps and passport stamps.The aspect of time and decay are demonstrated through the images that we have used showing cracked paint, rusty clocks, the original 1800 London Burberry Store etc…
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| "Author's own, Independent concept board" |
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