Author: Emilia Clark

Sportswear questionnaire results

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Other brands people buy sportswear from include; Ryder Wear, Under Armour, Asos, Sweaty Betty, Women’s Best, USA Pro, ASDA, Bo and Tee, Reebok, Karimoor.

 

 

The most common answer for this seemed to be price, quality, comfortability and functionality.
These 4 most common answers will be used to inform the focus of my sportswear brand.

 

Again, functionality and durability seemed to be the most common answers which individuals who bought their sportswear based on performance reasons were looking for!


The majority answer for this question was that people didn’t look into whether a brand was sustainable or not but if they were it was an added bonus! Is this because people aren’t fully educated to the extent to which brands that aren’t sustainable are affecting our world? – Could my company not only produce more sustainability-conscious clothes but also educate consumers at the same time?


The future of fashion inspiration

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Anifa Mvuemba – Fashion designer showcases the future of the runway with 3D models.
Collection is #Pinklabelcongo

I love the visuals for this virtual collection, how the garment moves with the body – could this be something I do for the visual promotion side of my outcome? With audio of athletes (influencers of the brand) or dramatic sound effects such as breathing / running foot steps? A runners landscape in the background setting the scene?

North Face Visual Promotion – Advanced Technologies

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FutureLight is an advanced breathable-waterproof outerwear technology that North Face is using for its jackets. Qualities of the fabric include; waterproof, breathable, soft second skin, durable.

I really like the first promotional video how the entire video is in black and white until the clips of the jacket at the end where it then shows off the bright orange colour. I think it’s really powerful with its message to the consumer and really sells the technologies within the jacket.

Their strapline “defy the past – challenge the future” is again also really powerful and to the point.
*note to bear this in mind when thinking of my own strapline

Second video analysis – I really like the use of two screens, one static one moving, it’s a really modern aesthetic with moving fabrics and black and white content – The black and white clips could transpire into my own teaser videos for my collection.

The final video is much longer more of a storytelling/review approach of the jacket, this is a good video with lots of different camera angles.

Brand Campaigns Promoting Sustainability

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https://www.youtube.com/watch?v=JDyXSvFHW9Y

After having looked deeper into Adidas, I have learnt that they have a really strong sustainability stance in the industry. In fact, I believe they are the biggest leading sportswear brand to be transitioning to becoming more sustainable. (More than Nike and other long-standing sportswear companies) This may also be down to the fact they have appointed Stella McCartney as their sustainability advocate and creative director helping to lead the research into sustainable technologies for Adidas in the future.

I really love their campaign videos, they are very moving and thought-provoking – could I do something educational in mine?

Initial Tutorials Feedback

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Chris –

-look at OG Kicks in Brighton Lanes – they create/ upcycle shoes.
-could I explore upcycled sportswear? Rather than making new stock with new materials.

Emma’s trainer’s workshop may be of interest!

-could I collaborate with smaller sustainable sportswear brands that already exist and are local?
-technology and sportswear.

Rachel – 

-seeded paper tags/labels?
-find one person to make one sample of clothing?
-repurpose what already exists – UPCYCLING? – Look into artist DR Noki
-virtual 3D
-body scanner
-Clo 3D

I need to: figure out the focus/angle of the brand e.g is it streetwear, sportswear, loungewear, is it affordable, luxury…
Think about materials/style… how am I going to make it e.g is it 3D, 2D, real or repurposed?

Sportswear International magazine look at!

Rachel raised concern for getting clothes manufactured saying it’s not sustainable to get the clothes made – could I visualise it 3D do I really need to make it? Could I personally stitch one together out of sourced deadstock? Or I could partner up with one single seamstress to get a singular unit made.

October 23rd exhibition starts on ‘rethinking waste’ at The Design Museam.

Reflection

I understand what Rachel was saying about how getting the clothes made would be hypocritical as it’s not really sustainable. I would love to explore 3D but it’s naturally not my strongest skill. I will look into it though and learn.

I want to create a sportswear brand that is functional and high performing. Made from as sustainable materials as it can be – maybe even a utopian approach looking at future technologies.

FMP Briefing Reflection

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My inital thoughts are our briefing was that I wanted to take a Visual Promotion approach with this project because it is the area I want to potentially go into in the future/ my most enjoyed module throughout the last 2 years of studying.

Potential themes/ideas that came to mind;

– Future fabrics
– Create my own sportswear brand then market/create a campaign for – visual promotion including social media and or website
– Look into fabric colours/skin tone – an all-inclusive brand where colour hues are picked specifically to suit more than 1 skin tone
– Sustainable high quality but affordable gym clothes?
– Fitness app?
– Sports service? – this could be like a campaign to keep people out and moving