CASE STUDIES
Should women be pre-occupied with their faces and bodies?
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1990s - Fashion industry promoted the Waif Look (extremely thin bodies).
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But why is the industry trying to promote a woman's ideal body?
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The future of fashion industry should be promoting your own self.
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Why does the ideal body types of women keeps changing over time?
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2000s - Industry trying to promote curvy bodies for women. Some brands are
also promoting change.
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A WOMAN'S IDEAL BODY IS HER OWN BODY AND HER OWN BEAUTY.
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We, therefore, came to a conclusion to create a brand for women which helps in embracing a woman’s beauty rather than making her feel conscious about herself, her beauty or her body.
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People who are in pain and are having a rough time going to a hospital with a hope of getting better. Thus, we chose to take inspiration from hospital gown for our silhouettes, keeping in mind various preferences women have in wearing garments, like breathability, functionality, sustainability and timelessness. Our garments are airy and adjustable. These garments are most fitting for those who are 'in between' weight.
People who are in pain and are having a rough time going to a hospital with a hope of getting better. Thus, we chose to take inspiration from hospital gown for our silhouettes, keeping in mind various preferences women have in wearing garments, like breathability, functionality, sustainability and timelessness. Our garments are airy and adjustable. These garments are most fitting for those who are 'in between' weight.
MARKET RESEARCH
Macro & Micro
Due to the increasing awareness of wastage of resources and materials in the fashion industry, sustainable fashion is highly in demand. Our brand is strongly influenced by sustainability and will be using recycled fabrics such as Cupro and linen satin, adding more value to our products by providing good breathability and a smooth touch.
Women are craving for social acceptance set by the influencers and fashion models in the industry. By posting unrealistic and photoshopped images on social media, influencers create a facade for beauty standards affecting the self-esteem of a woman.
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Female consumers support a multi-million dollar industry that caters to their desires of enhancing their looks. People are trying to change this ideology of perfection by producing movies and short documentaries focusing on woman accepting their natural self.
Understanding a woman’s insecurities and the pressure she faces due to the high beauty standards in the industry, our brand was able to identify the missing gap of the lack of confidence woman face due to their insecurities of looking good enough for the society.
Our brand understands our customers and is sensitive towards them aiming to embrace a woman’s beauty, creating garments in which every woman would feel good because of the loose-fitting silhouettes, no matter what their shape, size or colour is.
TARGET MARKET
SARAH LOH
NAME - Sarah Loh
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AGE - 29 years
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GENDER - Female
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MARITAL STATUS - Single
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HOBBIES
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BELIEFS
Sarah is a busy working woman, she is extremely hardworking and successful. Her schedule involves attending business meetings and travelling. During her free time, she likes to shop and go out for jogs and walks to maintain her health.
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Sarah strongly believes that every woman should feel beautiful and have a healthy body, mind and soul.
FASHION INTERESTS
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FAVOURITE SHOPPING PLACES
She likes to wear smart, timeless silhouettes. She prefers comfort, functional and little loose fitting clothes. She likes to support Singaporean local brands, she likes good quality materials.
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Sabrina Goh, Love Bonito, Stolen.
TREND
RESEARCH
Since the overall mood for the project is embracing oneself, we take the image of the body that is stained and compared the imperfections to woad flowers that look similar to skin diseases such as shingles. The yellow flowers signify the healing of the body internally and externally, along with Indigo smears as it becomes one with the body. A tranquil stance embraces these surroundings, rather than being controlled by them. It is to say that they are a part of the body and soul but do not define it.