DOUBLE ENTENDRE
AVANT-GARDE WOMENSWEAR- A/W 2019
Concept
A/W 2019 AVANT-GARDE WOMENSWEAR
Inspired by a mask and the love song ‘This I Promise you’ by Ronan Keating, the collection was enthused by the idea of something having two sides.
The collection plays with the theme of being seen and unseen; derived by the mask’s ability to conceal parts of the wearer however, allow them to see through it. The collection combines the appearance of the draped fabrics and cinched-waist silhouette, with more structured and off-the-body forms; giving the garments the ‘pretty’ aspects with the edgier fashion. Most of the ideas were derived from cocoons; as they conceal a butterfly in the same way a mask conceals the wearer.
The Avant-garde designs will be toned down for a couture high fashion line catered towards women aged 25-30 who have a mature taste in fashion yet are quite experimental in their clothing. The ideal consumer profile would be someone who has a slightly mysterious personality. They would care about their appearance and wear what they like, as opposed to the current trends.
Keywords: cocoon, hidden, concealed, pretty, edgy, structured, cinched, draped
Double Entendre would be targeted towards women aged 25-30. The ideal consumer persona would have a more mature and muted personality. She would have a fairly mature taste and demeanor that she mixes with her more edgy and personal style. She enjoys living the high-class lifestyle and would be well known within her social circle for her distinct and experimental fashion styles. Her unique sense of style is something that she enjoys having and being known for, where she secretly takes pride in standing out from the crowd. Although she cares about her appearance, she does not keep up with the latest fashion trends and prefers to dress according to her mood and taste in fashion.
Her favorite colour is black and she often looks at the world as either good or bad, and wrong and right which results in her being quite quick to judge whether or not she likes a person. Although she has many friends and is liked by most people she is a private person and can sometimes come off as mysterious, a trait that her peers find intriguing. Although she does venture into the social scene she would prefer to stay home and do her own thing. Lastly, she would have a very small tight knit circle of friends with whom she would share the details of her life.
Muse & Market
C O L L E C T I O N B O A R D S
