Where does design apply in fashion

newsroom

The term fashion is omnipresent, we encounter it every day and everyone can say something about it. Defining fashion, however, is more difficult.

What is fashion

Models on the catwalk

For many, fashion is what designers specify. Fashion moves with the times and is constantly changing. Fashion is the process in which you suddenly like something that you didn't like yesterday and won't like tomorrow.

These are all unsatisfactory answers!

The term fashion comes from French and means “measured” or “recorded”. Fashion is an ideology that is valid for a specific period of time and for a specific group of people. People buy, do, wear or use certain things, and even think in a certain way for a limited period of time. Due to social processes, fashions are constantly changing and are being replaced by new ones. Thoughts and behavior change accordingly and assessments of oneself and the environment are constantly being revised. Every ten to twenty years, certain topics are taken up again and reinterpreted.

Fashion is created through the amalgamation of actors such as designers, editors, buyers, photographers, critics and trend researchers who uphold the belief in contemporary taste, declares it to be fashion and presents it in fashion magazines, catalogs, on television or on catwalks.

Fashion in general:

We know fashions in architecture, in art and literature, in music, in film, television and theater. We know fashions in the media, in science, business and even in social behavior. Movements such as in the 50s with petticoat and rock'n roll, the 68er look of the flower children, the miniskirt, punk and grunge are images of the time. Large styles such as B. the Renaissance, the Art Nouveau or the Bauhaus were fashions in art and literature. Music, film and theater have their zeitgeist. The media bear a great responsibility for their success. Exhibitions, competitions and bestseller lists have another effect. Developments in science, medicine and business are not only controlled by large corporations. Worldwide influences through networking also makes fashions arise and fade faster here.

Topics such as beauty, attractiveness and ideals of life among celebrities, stars and starlets or even catastrophes such as earthquakes and plane crashes are timeless and are cannibalized by the yellow press until the quotas for them decrease because the audience is saturated. These are fashions too.

Fashion in clothing

Fashion in clothing is an art that inspires and tells stories. Designers allow global influences from art, culture and current topics to flow into their collections. It depends on the combination of the parts with each other and the staging so that the result can be rated as fashionable.

Clothing, on the other hand, is something that everyone needs to protect themselves.

Fashion is a medium of communication. In the form of a piece of clothing, fashion reflects social, intellectual and cultural trends. Not every style is fashion. Style does not necessarily have something to do with fashion, it is rather the mirror of one's own personality. Style is often a very personal expression of the individual attitude to life, a current mood or is nourished by longings, dreams and visions. Clothing is an everyday role play. It gives us the opportunity to show who we are, to express our identity and opinion. A group membership can be expressed through clothing and the inner attitude of this person can quickly be recognized visually, e.g. B. in the youth music scene. Hip hoppers clearly distinguish themselves from heavy metal or punkers in their clothing.

Fashion is the basic need for attention: to attract attention, to arouse interest, to please yourself and others. For some groups, the trendsetters, variety and individuality are crucial, for others the desire for conformity. Elements of new fashions are adopted more quickly by groups that are open to new ideas, like to experiment, want to change something or want to provoke. If this fashion then becomes mainstream, it is no longer of interest to the trendsetters. Due to their interest in new things, they keep discovering and staging new fashions.

The current spread of fashions is shaped by mass consumption. Advertising and mass media also play a major role in this. It is becoming more and more difficult to recognize a trend and to get an overview. As soon as the big fashion shows take place in metropolises like Paris, Milan and New York, you can already find similar models in vertical trade and fashion chains.

How is fashion made?

How fashion is made.

An experience report:

After placing the order, I will receive the exact briefing from my customer. I learn something about the volume of the order, the customer's ideas, the target group, the season, the style and the price structure of the collection. I get an idea about the budget that I have available for development and the time frame in which the collection should be ready.

I start brainstorming with mind mapping.

The subsequent research is the basis for every designer. I collect ideas, experiment and examine everything that is related to the topic. The research gives the collection background, inspiration and creativity. It is a systematic search to achieve a specific goal and to learn about the topic at hand. It should stimulate the imagination and give the design new directions. With the research I show how I see the world, it is my personal diary. Current trends, global changes and political moods have among other things. Influence on research. On the one hand, I let myself be visually inspired to find a mood, a motif. On the other hand, I am looking for specific materials such as fabrics, colors, prints, embroidery, accessories, etc.

Mind map

I do research in museums, galleries and shops depending on the assignment. I search books, magazines, the Internet and flea markets, visit fabric and fashion fairs, trend agencies and the world's catwalks. I always have an eye for architecture, art, film and theater, for history and new technologies.

Mood board

Stars and starlets are scrutinized just as much as people in the streets of New York or Tokyo.
Now it is time to analyze the research with the aim of giving the collection idea a clearer direction. I work out certain key elements that will be the eye-catchers of the collection. I experiment with the researched material, scribble, determine fabrics, colors and details. From this I develop mood and storyboards in order to clarify my ideas to the customers and to say goodbye to them with them.

Storyboard

On this basis, I continue to work and let my creativity run free for the time being. I develop a number of rough drafts, from which I only select the best later in order to digitally process them. I integrate key elements into all designs in order to give the collection an overall picture and thus a central theme. The sketches are all colored and, depending on the order, provided with fabric samples, prints and embroidery.

Another presentation will take place in front of the customer so that the drafts can be approved.

Now the way is clear for the implementation of my ideas in the first prototypes. I create precise digital technical working sketches for the supplier's sample studios, and possibly add samples of complicated details, fabric samples and color sections. Any additional information I pass on helps the developers and increases the chance of good first prototypes.

The first prototypes are there and are being examined and discussed. Changes are determined and passed on and a second generation of prototypes is usually ordered. It's done! The collection stands and is presented on the catwalk, at trade fairs and in magazines and marketed in stores or online.

The tasks of a designer are extensive, creative and exciting. A designer never stops being aware of his environment and always has a sketch pad or camera with him to capture all of his ideas.

It never gets boring to stage!