Execution (end of summative brief)

For my final images for my summative brief, I have decided to use mix media collage and combine my future utility prints and patterns with the fried egg holder on instagram to promote fashionable utensils sold by B&M. This would altogether give B&M a geometric edge. I am pleased with the outcome of my project as originally I found my ideas hard to combine but eventually merged them together.

Supreme X Louis Vuitton

I've always loved Supreme and when I heard they were doing a high fashion collaboration with Louis Vuitton this got me thinking of how they can merge the two together. "LV will unveil the collaboration at its men’s fall runway show in Paris later today, but this being the 21st century, leaked images are already circulating online. Bandanas, gloves, belts, and an extensive bag and purse range make up just some of the accessories, while we can also make out some dope loafers and, obviously, a baseball bat. Most items are adorned with both the box logo and LV’s iconic monogram pattern". (Highsnobiety)

Creative Concept

For the creative concept part of my summative brief, I have made 3 moodboards to hilight my ideas. My first moodboard is showcases the materials/patterns i would use for the fried egg holder and my artist inspiration Yordanka Poleganova. For my second moodboard, I've explored the idea of bringing utility tech to the kitchen world. E.g - turning the fried egg holder into jewellery. I've looked at Jeff Koons as my artist inspiration. Finally for the last moodboard, I've looked at turning food into architecture and giving a geometric edge to B&M, empasising the idea of turning food into art. I looked at Carl Warner and Edgar Artis as inspiration. For the execution part of my project, I am going to bring forward my last moodboard and make an instagram account.

BIG IDEA

For the second part of the summative brief, is "The Big Idea' which is looking at the combination of the non-fashion brand allocated, the product and the fashion brand. Aswell as 'future utility' i was also given, "B&M" and a "fried egg holder". After researching B&M a 'big brand, big savings' company which has a multi-purpose function to sell cheap brands for a cheap price, I then looked at their social media prescence in which they have a 70.4k following on Instagram, 1,029,207 following on facebook and a 52.3k following on twitter. Then I researched a 'fried egg holder' which likewise B&M has a multi-purpose function compared to cooking fried eggs normally; it's tech and gives the buyer a sense of accomplishment for making a perfectly neat fried egg. Aswell as that, it's easier to clean. 

Future Utility AW 16/17

FUTURE UTILITY -

Linking my previous blogposts together, this trend associates "the fashion capitals this season, with military and utility themes at the forefront in Paris and New York, and a gently retro mood from London and Milan. Fictonial uniforms of the future inspire outfits with practical intent, casually strapped and velcroed to the wearer to create a survivalist, dystopian mood. Desifners mix subtle references to create a look that feels retro yet untied to any one decade. A lo-tech sportswear vibe and geo patterning pull the look together. A North American take on the 1990s emerges, taking in hip-hop, skate and mall-rat culture for an oversized casual streetwear look. The European settlers of North America inspire a story of hardworking clothes which take in traditional Navajo-influenced patterns and rich vegetable dyes.

COLOURS -

While the colour range of this trend stays true to its military roots and signals a ready-for-action functionality, there is a sense of sophistication in the shading of each hue. Khaki, olive and grey blend in subtle tonal combinations and are accompanied by a softer Air Force blue. Black, white and cobalt provide crisp contrast.

KEY LOOKS -

 A more relaxed take on military uniform styling retains its functional aspects with a modern minimalism. While design details are pared back and integrated into the silhouette, subtle tonal contrasts of colour and texture in garment design or styling evoke a sci-fi utility feel. 

PRINT & PATTERN -

Pattern is all about camouflage in this trend, whether soft and textural or high-contrast dazzle. New designs at Nautica and adidas Originals x White Mountaineering are based on dissolving grid pattern, perfect for disappearing into the winter metropolis.

MATERIALS -

 Inside-out pieces appear in conjunction with utility looks, bringing sheen lining fabrics and quilted looks to the outside of garments. Borg and dense wool fabrics provide texture while closures such as button tabs and laid-on zips become key features.

ACCESSORIES & FOOTWEAR -

Pieces that attach to the body are key in all cities. Neat, smaller bag shapes echo the belted coat trend, slung across the chest. Larger shapes are inspired by military standard-issue, while eyewear design takes a modernist approach to the aviator shape. Camouflage appears on accessories as an accent, or as part of a total look at Moncler.

(Utility Part Of The Trend)

After exploring Futurism, I decided to look at the utility part of my trend. I found on smithsonianmag.com an article named "The Classy Rise Of The Trench Coat". "Utility trenches were first given their name during the war, and now is an iconic garment that remains startlingly current despite being more than 100 years old. The trench coat is, in some ways, emblematic of the unique moment in history that World War I occupies, when everything - from rigidly held social structures to military organization to fashion - was in upheaval; it is both a product of this time as well as a symbol of it." 

Burberry reinvented the trench coat. Thomas Burberry, a 21-year-old draper from Basingstoke, Hampshire, founded his eponymous menswear business in 1856; in 1879, inspired by the lanolin-coated waterproof smocks worn by Hampshire shepherds, he invented “gabardine”, a breathable yet weatherproofed twill made by coating individual strands of cotton or wool fiber rather than the whole fabric. Burberry’s gabardine outerwear, like Aquascutum’s, proved popular with upper class, sporty types, and with aviators, explorers and adventurers. 

Nowadays, it;s endlessly updatable.“Because it’s so iconic, it means that avant garde designers can play with elements of it,” says Steele. Even Burberry, which consciously recentered its brand around its trench coat history in the middle of the last decade, understands this – the company now offers dozens of variations on the trench, in bright colors and prints, with python skin sleeves, in lace, suede, and satin.But as the trench coat has become a fashion staple, on every fashion blogger’s must-have list, its World War I origins are almost forgotten. Case in point: Doyle said that in the 1990s, he passed the Burberry flagship windows on London’s major fashion thoroughfare, Regent Street. There, in huge lettering, were the words “Trench Fever”. In the modern context, “trench fever” was about selling luxury trench coats. But in the original context, the context out of which the coats were born, “trench fever” was a disease transmitted by lice in the close, fetid quarters of the trenches. “I thought it astounding,” said Doyle. “The millions of people who walked down the street, would they have made that connection with the trenches? I doubt that.”