European Fusion

European Fusion was a brand that was developed as a part of my apparel and merchandising digital technologies class. We had to come up with all aspects that go into an apparel brand: the inspiration, the color story, textiles, technical and rendered sketches, branding materials and a store layout.

Initial idea for the brand inspired by designer Dolce & Gabbana and southern Europe.

My initial idea for the brand was to create a womenswear line for fall/winter that is inspired by designers Dolce & Gabbana, Zuhair Murad and southern Italy.

Inspiration derived from Dolce & Gabbana, Zuhair Murad couture, and Italy.

Our next step was to describe our target market, including demographics and shopping habits.

Demographics for the brand's target market.

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We next had to develop a color story, which I derived from an ornate chair (pictured in the second initial ideas slide above) by breaking down the colors of the chair in Adobe Photoshop. This color story consists both warm and cool tones, along with neutrals, all which are appropriate for a fall/winter collection.

European Fusion's 16-color story.

Our next step was to create textiles for the brand. I created a variety of knits, wovens and prints for this collection. I took inspiration from images of southern Europe to create my mirrored print images. All of the textiles incorporated the colors in my color story. All of the textiles were made using Adobe Photoshop.

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After textile creation came designing the garments. For my silhouettes, I took inspiration specifically from Dolce & Gabbana’s spring 2014 ready-to-wear collection and Zuhair Murad’s spring 2014 couture collection. Our first step was to hand-sketch our garments before translating them into digital technical sketches.

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The garments on fashion croquis

Once we completed our hand sketches, we drew them using Adobe Illustrator. These sketches had to be very detailed and had to fit accurately on a croquis figure. The sketches also had to include all of the garment details, such as stitches, seams and trimmings.

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The next step in the project was to render our technical sketches, filling them in with the digital textile designs we created in the earlier stages of the project.

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After all of the flats were completely rendered, we had to create branding elements. We made hangtags, garment labels, business cards, a promotional poster and postcard. These elements were created using Adobe InDesign and Adobe Illustrator.

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The last step of the project was to create a store front for our brand. This included a window display along with the inside layout, complete with shelving, racks and other elements. The store layout was created with SketchUp.

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