Girlhood
A research and design project was completed for a womenswear online brand with a trend-driven aesthetic with a young Gen-Z customer.
The brand I worked with for this project is highly trend-driven and streetwear-inspired but wanted to jump on the viral 'girlhood' trend of Tik-tok. The aesthetic of the trend didn't directly align with their brand aesthetic however, It was an exciting challenge to take the concept in a new direction.
Research
- Developed the concept and mood from the brief given by the brand. Picking out inspirational images to convey the mood, details, shape and muse of the collection.
- How will the collection make the wearer feel? I wanted to create a sense of nostalgia, reminding customers of their girly playfulness and reliving their youth. This will create an emotional connection to the garments.
- Analysing key design details, fabrications and shapes that make the trend work so well. Loose fabrics, cotton and soft jerseys.
- Identifying the trailblazers of the ultra-feminine trend. I find it important to source from a vast range, from ready-to-wear to vintage fashion.
Design Development
Using my in-depth research, I then go into the most exciting part, design! Here I've selected some of the most successful designs that reached the final stage of the development process.
The brand is known for comfort and it's leisurewear sets however wanted to branch out into some new pieces for spring/ summer.
Look 1 - Cardigan and shorts
- Oversized and boxy sweatshirt cardigan and matching mini short. The 'no pants' trend was a key peice picked out in the research stage which is already starting to emerge from similar brands.
- Matching sets are bestsellers for the brand.
- The bow is a subtle hint to the girlhood trend without it being too overpowering.
Look 2 - Cami top
- Soft pink jersey top with statement bows on the stops of the sleeves.
- A nod to childhood with small lace trims around all the edges and a little ribbon bow.
- Flattering shape with ruched side seams and cups under the bust.
Look 3 - Jersey hood cardi and shorts
- Hoods on soft jersey/ knit pieces are a key trend from aspirational brands.
- Bow under the hood gives a nice feminine edge.
- The same subtle bow print throughout the collection.
Look 4 - Denim Jacket
- A denim jacket with a twist. Super flattering fitted waist tapered in with pleats creating more volume at the hips and bust.
- Faux brallet detail with the same little lace trim as the jersey top.
A sample page from a tech pack.