Amplified.anna van evraproduct developmentfall 2011
trend history:The power of the human voice has been slowly amplifying throughout history since language was discovered. As humans have evolved so has their desire
to be heard on a large scale and for their opinions and beliefs to be heard. Whether it is peacefully sharing words or in violent uprisings, the people’s voice
cannot be quenched. The power of the human voice is not manifested in one persons individual voice but the amplification of many voices uniting together
under one cause and belief.
Problem Statement:To create a collection based upon the amplification of the human voice and its important role as it relates to the mind and body. This collection is created for women who live in an urban environment and are tired of being a million-in-one and want to stand out in the crowd through the amplification of design. The collection “Amplified” is inspired by the Wall Street protest movement that bans the use of electronically amplified sound and manifests itself in exploring the variety of mediums that can be used to expresspersonal individuality including clothing and fashion.
Customer Persona:Jane, an avant garde sociallite, has never been afraid to
push the boundaries of society. Born and raised in Paris, she has learned to perfect the “je ne se quoi”
styling of french women that is envied in high fashion and has added her own attitude to this style to make herself stand out. She has a soft exterior but is very
intellectual and has strong beliefs that she is not afraid to express in any medium she chooses to use.
Her favorite medium to experiment with is the clothing she wears. By using bold pops of color and
unique design details that cannot help but be noticed at events and galas. Her favorite area to accentuate is her
neck to draw attention her voice. She believes that leaving some to the imagination is better than baring it
all. She values minimalistic design with a twist that allows her to express her individual style.
material Direction
Molded Foam
Wire Frame Support
Silk Satin
Taffeta
Heavy weight taffeta and synthetics to achieve desired shaping.Lightweight molded foam pieces covered in fabric and supported by a wire frame.
Shape Memory Polyester
Key Components:Face and neck framing shapes that amplify the new erogenous zone revolving around the throat and neck. Garment construction draws the eye upward to
rest upon the area to be amplified.
Three demensional styling
Layering of shapes.
Wire Frame Volume
Focus on neck
Color Inspiration:
Collection:
envelopDesign Details:
Dress:A-Line silhouette
Button BackSilk Satin
Collar:Removable
Wire frame constructionMolded foam covered in taffeta
Varying triangle sizesHand constructed
Sizes:0, 2, 4, 6, 8, 10
Collar: One size.
Price:$23,500. USD
magnifiDesign Details:
Dress:Side Zip
Elongated front and backv-shape
Silk Satin
Bottom:Attached to dress
Wire frameMolded foam covered in taffeta
Varying triangle sizesHand Constructed
Sizes:0, 2, 4, 6, 8, 10
Price:$38,000.00
extrudeDesign Details:
Dress:Back ZipTaffeta
Molded foam under taffeta
Shoulder:Attached to dress
Wire frameMolded foam covered in taffeta
Varying triangle sizesHand Constructed
Sizes:0, 2, 4, 6, 8, 10
Price:$23,500.00
AdornDesign Details:
Top of Dress:Side Zip
Wire frame shouldersDeep V-Neck
Bottom of Dress:Attached
Taffeta layers in triangle shapesFlowing drape
Varying triangle sizesHand Constructed
Sizes:Custom Sizing.
Price:$48,000.00
IntensifyDesign Details:
Dress:Back ZipSilk Satin
Sweetheart neck
Shoulder:Removable waist construction
Wire frameMolded foam covered in taffeta
Varying triangle sizesHand Constructed
Dress Sizes:0, 2, 4, 6, 8, 10
Waist:One Size
Price:$28,000.00
AngleatureDesign Details:
Dress:Side Zip
Molded foam under taffeta at bodyWire frame at neck
Varying triangle sizesLayered taffeta triangles at neck
and at bottom Mini length
Hand Constructed
Dress Sizes:Custom Sizing
Price:$42,000.00
PeronifiDesign Details:
Dress:Back ZipSilk Satin
Sweetheart neck
Neck:Removable construction
Wire frameMolded foam covered in taffeta
Varying triangle sizesHand Constructed
Dress Sizes:0, 2, 4, 6, 8, 10
Neck:One Size
Price:$28,000.00
Marketing
Amplified.available Spring 2012.
Amplified is installed at the major subway station in London, Paris, Barcelona, and at New York’s Grand Central Station. This location was chosen because of the noise amplification generated by the volumes of people that pass through these areas. For this presentation, the figures are in statue form and created out of durable plastic synthetic material to survive wear and tear.
Advertising for Amplified utilizes ad space in high end magazines like Vogue and Bazaar as well as in subway stations where the collection is on display. The ads are created as artist statements and convey that the pieces are collector items. The brand ambassador for Amplified is Coco Rocha and use minimal wording to let the images speak for themselves.
store displayAmplified is available for limited purchase in the four cities at the high end department stores like Barneys and Harrods. The collection also has a window display in these locations.
Amplified has its own area on the designer floor much like the Chanel and Lanvin collections do. The collection is high end and the location and attitude of the garments in the store reflect that.
Because the majority of the pieces are sold as collector items, there is a limitednumber of pieces available for each store. The wearable pieces are more available than the sculpted art pieces due to functionality and design details. The sculpted pieces are displayed onmannequins and are special order only.
