Missoni Rebrand Industry Project
Missoni is the brand we as a collaborative group are rebranding. We will be designing for the S/S2020 Collection. Research was carried out on Missoni, through the history of the brand, a shop report and concept boards. An Italian family brand that is recognised for their colour palette, knitwear and zig zag motifs. We as a group started with looking at the store and online store, comparing this with competitors. Marni, another very successful Italian brand. I viewed their marketing strategy and considered what they could improve on to gain more recognition, for example targeting a wider audience. We addressed their customer profile, and decided to expand on it, targeting a slightly younger audience, between the ages 18-24. This will increase the success of online marketing, as social media is most used by this age range.
Indulge in Liberation is the concept of our new collection, a freedom feeling comes off Missoni’s clothing and we decided to expand on this, we want the customers to feel free, with no limits, knowing they can feel comfortable but stylish with Missoni. Looking into the history of Missoni and when they were most successful, they first started releasing comfortable clothing. We decided to bring this back, it fits with our audience and streetwear and comfortable clothing is common trends for our audience. We had many discussions as communication is key within a creative group, we wanted to keep the famous Missoni colour palette, but slightly steered away from the zig zag motif, creating more of a blend and free movement within the fabric. I was the textile designer of the group, and had the responsibly of the fabrication of the design. I designed many different digital prints, and samples of experimentation for my textiles designs, including digital prints, embroidery, knitting and machine sewing, scanned drawings considering the concept, colour palette.
The fabrication consisted of buying 6 metres of sheer, synthetic material. We then brought sponges and paint for the application and inks following the colour palette of Missoni. We blended the inks onto the fabric and let it dry. Our womenswear was a pair of joggers, with zips on the front of the garment, due to trend forecast we felt this would be targeting our audience effectively. The joggers had a knitted waistband to keep Missoni’s unique selling point as well as introducing an exciting, different fabrication to the previous collections. Menswear was a gilet, with pockets on the front on the garment, we wanted the sheer, lightweight affect on the garments to support our concept. There was also accessories, including a headband and earrings where a still life photoshoot took place. The final outcome and photoshoot was very successful, we created a look book, press release, shop report, accessories and garments around our rebrand. This project has taught me how to meet industry deadlines and has shown me what the industry is like, collaborating with designs and developing ideas together, it has developed me as a practitioner.
ASCSFashion 