Line Development Studio
For this course, we collaborated in teams for a semester-long project, where we produced a clothing line for a brand of our choosing. Though this class was definitely difficult, I learned so much and gained many experiences. Since our class was sponsored by Cotton Inc., we were able to go on trips like visiting their headquarters in North Carolina. They also took us on a trip to New York City where I got to experience things like attending a COTERIE/MAGIC trade show, visiting Condé Nast, and getting to see NYC for the first time.
The Project
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We were put into groups and assigned the task of creating a mass market line of clothing for a brand of our choosing. The main focus was denim so it had to be a denim brand, and the prompt was to make a line centered around our interpretation of ‘aged’. Throughout the semester we had to do multiple presentations showing our progress and getting feedback from the professors, as well as the critic that was advising us.
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Initially, we decided to do a line inspired by classic rock. We took inspiration from classic grunge and punk looks and focused on trying to evoke a sense of edginess and rebellion. Thus, we titled our collection “Unbroken” and decided Lucky Brand would be the perfect brand to produce our concept. Pictured below are some of our initial concept boards and slides.
Pivoting
Through lots of struggles and development (and our trip to NYC, where we visited Lucky Brand’s in store display and met with one of the critics for our project), we eventually decided that our initial concept was not fully mass market, and that it was too farfetched for Lucky Brand as a whole. Thus we landed upon Miss. Fortune. This concept, while still being loosely inspired by classic rock, took more of a rock/alternative pop route and was heavily designed with the west coast boho aesthetic of Lucky Brand in mind.
The collection plays on the title “Miss. Fortune” (misfortune), where our young female consumer is cheeky, playing off Lucky Brand’s playful energy with their classic “Lucky You” labeling, and lives life surrounded by music and making her own luck. The collection features a collaboration with the artist Fletcher and the It Gets Better Project. To promote the collection, Fletcher will travel around the country, performing shows in major cities to a small audience and will showcase the collection. To round it out, we created concert merch (that I designed) that will be sold at the events and on the website. Below is our final project, including concepts, colors and textiles, marketing, and designs.
