Fashion Concepts and Fashion

Merchandising
Assignment - 1

Department of Fashion Management Studies

NIFT Bhubaneswar

Presented By:-
1. Amrita Mandal
2. M. Soundarya
3. Puja Kumari • ZARA MEN India
4. Snigdha Badola
5. Tanushree Som • AMIT AGGARWAL
6. PratikKumar Meswaniya
• UCB Kids
 ZARA MEN
Zara Men delivers another dynamic
outing for its fall-winter 2020
campaign. The Spanish brand partners
with photographer Craig McDean once
more. Art and fashion are intertwined for
the season with an advertisement
entitled
“Abstractions.” Benoît Delhomme’s art
work offers a contrast to McDean’s
sharp studio photographs.
 COLOR
• Neutral color tone
ZARA MEN India • Tint of black
• Achromatic colors
• Hue – Black, White
ELEMENTS OF DESIGN • High Value - Eye responds immediately to patterns
created by
LINE
• the interplay of light & dark.
• Long sleeves making the arms look longer
• Darker colors worn above hip line with lighter
• Horizontal lines makes the model look wider The
colored bottoms tends to shorten a figure
high-low hemline of the shirt making the wearer
• Back , grey and white creates a balance in the
look taller
overall style
• Bomber jacket – Making the wearer look broad.
• Monochromatic Color Tone

SILHOUETTE PRINCIPLES OF DESIGN

• High Neck Collar – Giving a an illusion of
elongated neck height.
• Elastic at the cuff, to make the wrist look slimmer
• Tapered hem of trouser making the wearer look
taller.
TEXTURE
• Texture from Product design -Tactile texture
• Texture from fabric – Smooth
• Shiny Material – Makes the wearer look bigger ,
as it reflects right.
• Gestalt – Law of similarity – Right side is similar
to the left
• Geometric illusion on jacket
• Half buttoned shirt below the jacket is giving
an illusion of perspective
• Style lines
• Optical illusions created by the jacket and shirt
• Vertical/ Symmetrical balance
• Repetition of panels in jacket

03
ELEMENTS OF DESIGN
LINE
• Vertical Lines make the wearer look Taller
• Gives a feeling of poise and strength
• Straight Fit - Making the wearer look Taller
and bigger
• Horizontal line pocket creating a visual effect
SILHOUETTE
• Town Collar Gives a semi-Formal Look
TEXTURE
• Dull textures are slimming because they absorb
light
COLOR
• Warm Color Combination
• Light colors worn above hip line with darker
colored bottoms tends to lengthen a Figure
• Shade and tints of ochre is used
• Variations in value can emphasize, conceal,
ZARA MEN India
• produce movement and evoke emotional
&.
• psychological response.
• Warm colors-orange, brown are vivid and
energetic, and tend to advance in space
PRINCIPLES OF DESIGN
• Contrast Patch to break the monotony
• Non-mitering , no unity
• Horizontal striped Oversized pocket adding a
style statement
• 80s street style look
• Lower part of the pocket creating a soft
emphasis
• Repetition – evenly spaced buttons
• Repetition of horizontal lines creating unity
and visual effect
• The under shirt is creating a contrast

04
 COLOR AND TEXTURE
• Visual Texture
ZARA MEN India • Warm color tone creating a sense of comfort, spontaneity
ELEMENTS OF DESIGN and welcome
LINE • Neutral Scheme
• Orange-Yellow color creates a feeling of friendliness, safety
• Long Sleeves make your arms look longer
and energy.
• Even hem since it is an untucked shirt
• Dull textures are slimming because they absorb light
• Placket – Wide Placket gives a masculine
• Wider, bigger & more spaced out the prints surface looks
touch
larger
• Line – Vertical break in-between the prints
Make the wearer look taller, gives a feeling
of dignity and strength

SILHOUETTE PRINCIPLES OF DESIGN

• wider spread collar is more suitable for men
with a narrow face shape, as it draws the
viewer’s eyes outward, creating the
impression of a wider face.
• flattering, form-fitting of chest
• Box Fit, Making the chest look broad
• Silhouette – Straight and boxy- Making the
wearer look Taller and bigger.
• Emphasis created by the pocket
• Asymmetrical Patterns
• Contrast Stitch Detail, Pocket, Collar ,Cuff – To break the
monotony
• Oversized Contrast patch pocket gives a Casual look
• Symmetry in prints
• All the elements are working together to create unity
• Repetition of buttons in equal distance
• Visual effect created by the pocket

05
 COLOR AND TEXTURE
ZARA MEN India • Crew neck sweater with neutral
ELEMENT OF DESIGN color
• Bottom lighter then top
LINE • Bottom wear texture smooth
• Crew neck collar sweater and light
• Whiter Gob shirts
• Top wear texture slightly
• Long sleeve length make model’s arm long
roughly and fluffy
• Cargo pants/ cargo trouser
• its make person shorter
• More long then regular so its feel u relax and comfortable
• Pocket at above knee and also in front side
• Inseam pocket as horizontal structure line
• Cargo pant common on battledress and hunting activity. PRINCILE OF DESIGN
• elastic drawstring band at bottom edge. • White round neck and hemline
balance white shoes
SILHOUETTE • White hemline and neckline
• Timeless and classic break monotony
• Feel comfortable and well fitting • No unity
• At chest area its boxy fit/square fit • Emphasis woolen texture crew
• That feel comfort and freedom of movement neck sweater
• Hemline and sleeve cuff with standard ribbed • Vertically symmetric
• Sporty and traditional look
• So it make closer fit at hemline
• Drop shoulder
• No arm hole shaping (true drop shoulder sweater)
• Loose and more long sleeve length so its look line more muscular and
long

06
ZARA MEN India COLOR
• Shade off orange
ELEMENT OF DESIGN • Without over coat achromatic
color scheme
LINE • Woolen texture with diagonal
• Bottom down collar corduroy texture
• Round neck / crew neck striped sweater • Balancing white collar and
• Horizontal strips to its look wider white sleeve cuff.
• Knee length make your taller and its woolen texture • bottom texture smooth and
give you warmth use achromatic color scheme
• Vertical pocket
• Sleeves shorter then shirts sleeve length
• Seem line in back side use as vertical structure line.
• At bottom model wear slim fit chinos
PRINCIPLE OF DESIGN
• Its make model taller and slim • Strip also shows feeling of harmony
• Crew neck sweater with strip print its
emphasis overall garment
SILHOUETTE • White sleeve cuff and white collar gives
• Over coat/Long coat with Pointed lapel collar its make balance
you conventional • Without coat its vertical balanced.
• Long wide notch
• Double breasted with 4 buttons
• Shoulder straight and its make u feel wide and classic
• Adjustable belt for a flexible fit at waist

07
 ELEMENT OF DESIGN
LINE
• Long sleeve look your arm long and cuff with adjustable tabs
• V neck line sweater and crew neck gob shirt/ t-shirt.
• Diagonal line texture with off white color.
• Wide placket line

SILHOUETTE
• Overcoat with Hood its develop little hip-hop culture style
• Shoulder part emphasis the overall look
• Overcoat silhouette is long and rectangle shape so its make
model’s upper part long and make focus on upper body
• Wide placket

COLOR AND TEXTURE

• Over coat with grey marl color
• Dark color
• Its look traditional and classic

PRINCIPLE OF DESIGN
• Overall garment look symmetric
• At shoulder area there is little patch work with different
texture fabric so its make emphasis.
• Patch pocket with dark woolen texture its breck
monotony
• Cuff band also same with pocket texture

ZARA MEN India

08
 ‘FIRST LIGHT’
FESTIVE COLLECTION 2020
BY
AMIT AGGARWAL
INSPIRATION: blooming nebulas, and new-born stars peeking out from
their dusty wombs. collection comes alive in Saturn’s Gold, Venus
Violets, Gamma Greens and Earthy plum – all colours of the cosmos.

A celebration of collective yearning for freedom.

Festive collection: 'FIRST LIGHT' at Lakme Fashion Week Winter-Festive

2020 with TRESemme India.
ELEMENT OF DESIGN
• The blouse is form fitting.
• It gives a definite shape, enhancing the look.
• The silhouette comes from narrow at the top
to flare in the bottom. PRINCIPLES OF DESIGN
• A taller look to the model.
• Plunging neckline
• Vertical lines in the dupatta
• High waisted skirt makes her waist
• The blouse has a glossy, slippery hand feel.
look narrow and elongate her legs
• Surface of the blouse is solid and reflective.
• Glossy top , plain skirt and
• The skirt is light weight giving good fall, and
embroided bottom with a sheer
pleats.
dupatta
• Has smooth hand feel.
• Vertically symmetric
• The border below has a rough hand feel, it is
• Visually appealing and has
tactile in nature.
different textures
• The wide border adds to the look, making the
• Vertical line on the corners of the
model look tall.
dupatta can be called repetition
• Cool colour- green also which is secondary.
and brings the attention on the
• The colour dark green shows stability, high
dupatta
economic status.(as it is a luxurious
• Not over powered by details
collection)
• Glossy blouse creates an emphasis
• Mood of the garment is traditional- addition
• Gathers in the skirt creates a
of gold to the green.
gradation
• Rich- luxury look.

AMIT AGGARWAL
10
ELEMENT OF DESIGN
• The blouse is form fitting, structured.
• The silhouette is body hugging from top to bottom,
enhancing the figure of the model.
• Vertical lines in the saree.
• A taller look to the model.
• Narrow, slimmer look to the model.
• The saree has soft, hand feel, and is light weight.
• The blouse has tactile feel.
• Surface of the blouse is textured, reflective and
printed.
• The pattern is directional, all over the surface, fine
lines print- figure emphasizing. PRINCIPLE OF DESIGN
• Black and white combination of the saree, is graphic, • The wrapped piece provides hour glass
classic and dramatic look. shape
• Combination of black & white with bright blue, gives • V neckline
an unusual look. • The draped dupatta creates a focus point
• The colour blue is associated with positivity, .
opulence(luxury). • The drape also create asymmetry
• Blue is a cool colour here, whereas black and white- • signature metallic details, different
neutral. textures and shades of blue, which
• Mood of the garment is party. creates harmony
• Repetition can be seen on the dupatta.
• The torso and saree drape are glittery
and shiny but the draped printed dupatta
unites the whole garment.
• Matte draped dupatta leads the eye
• The drape of the saree create slight
AMIT AGGARWAL gradation

11
Elements of design
• The blouse is form fitting, structured.
• It gives a definite shape, enhancing the look.
• The silhouette comes from narrow at the top to
flare in the bottom.
• A taller look to the model.
• Vertical lines in the dupatta
• Narrow, slimmer look to the model.
• The blouse has a glossy, slippery hand feel, of the
shiny part visible.
• Surface of the blouse is solid and reflective.
• The skirt is light weight giving good fall, and pleats.
• Has smooth hand feel.
• The border below has a rough hand feel, it is tactile
in nature.
• The wide border adds to the look, making the model
look tall. Principles of design
• Vertical lines in the border also adds to the look- • V neckline – Taller neck
tall. • Two panels at the top make the torso looks smaller
• Directional lines defines the folds of the garment. • The high waisted skirt makes her look taller
• Mood of the garment is traditional- addition of gold • In this garment first there is lustrous top, then matte
to the maroon.Rich- luxury look. skirt top and in the end metallic strips embellishment
• The tactile embellishment at the bottom has vertical
and horizontal lines
• Dupatta also has repetitive lines
• Vertically balanced
• The triangular pattern at the bottom creates
emphasis.
• 2 coloured dupatta creates a movement in the
garment
AMIT AGGARWAL
12
ELEMENTS OF DESIGN
• The dress has tent fit.
• It gives a free flowy look.
• The silhouette comes from narrow at the top to flowy at the
bottom.
• A taller look to the model.
• Diagonal lines around the neck- increased height, sharp
feature, emphasizing that part.
• Narrow, slimmer look to the model.
• The fabric of the dress has smooth, silky hand feel.
• The embroidery around neck, border has tactile hand feel,
rough and scaly.
• Surface of the dress is solid and reflective.
• The gown is light weight giving good fall.
• The border below has a rough hand feel, it is tactile in
nature.
• The border adds to the look, making the model look tall. PRINCIPLES OF DESIGN
• Cool colour- blue and purple. • Fit and flare silhouette makes her look slimmer
• The colour purple passion, sensuality, luxury, and blue • Neck and skirt bottom are embellished with
shows a positive and uplifting order.(as it is uplifting the metallic strips
dress, on addition with purple) • The kurta has very light horizontal lines over it
• Mood of the garment is nostalgic- the colour purple with • Asymmetric hemline creates focus
blue and the silhouette looks like dreamy moments, • Perfect balance between empty and filled space
romantic ideal, a poetry. Somewhat like modern Victorian • In the end the skirt is very much plain except
era look. the bottom
• Lines at the bottom embellishment are
consistent on every area
• The fit and flare creates a rhythm
• Skirt embellishment shows gradation

AMIT AGGARWAL
13
ELEMENT OF DESIGN
• The blouse is form fitting.
• It gives a definite shape, enhancing the look. AMIT AGGARWAL
• The silhouette is body hugging, emphasizing
the figure of the model.
• A taller look to the model.
• Diagonal lines in the blouse- gives focus to
the burst area.
• Vertical lines in the pallu, looks directional in
the front and straight at the back.
• Narrow, slimmer look to the model.
• The blouse has a rough, scaly hand feel.
• Surface of the blouse is reflective.
• The saree is light weight giving good fall, and
pleats.
• Has smooth and soft hand feel.
• The scaly embroidery at the pallu is tactile in
nature.
• Colour- purple- secondary. Monochromatic PRINCIPLE OF DESIGN
colour scheme. • The broad V- neckline bodice makes her shoulder look broader
• The colour purple shows class, power, • The structured palla silk saree and moulded blouse in metallic tape and the
passion, mysterious rest of the garment is plain ,creates a balance.
• Mood of the garment is nostalgic as well as • Style line at the bodice are consistent and align each other
energetic. • The draped dupatta create emphasis
• The repetitive metallic lines on dupatta and bodice creates interest
• The glitter and empty space work together harmoniously which creates
rhythm

14
ELEMENT OF DESIGN
• The blouse is form fitting.
• It gives a perfect shape to the body.
• The silhouette comes from narrow at the top to
flare
• in the bottom.
• A taller look to the model.
• Vertical lines in the dupatta.
• Narrow, slimmer look to the model.
• Wide Vertical lines in the border- taller and wider
look
• Diagonal/slanted lines enhances the part were used.
• The blouse has a scaly and rough hand feel due to
the embroidery.
• Surface of the blouse is reflective.
• The skirt is light weight giving good fall, and pleats.
• Has smooth hand feel.
• The border below has a rough hand feel, it is tactile
in nature.
• The wide border adds to the look, making the model
look tall.
• Cool colour- green also which is secondary.
• The colour dark green shows stability, high
economic status.(as it is a luxurious collection),
yellow- adds joy to the garment.
• Mood of the garment is traditional- addition of gold
to the green. Rich- luxury look.
AMIT AGGARWAL
PRINCIPLE OF DESIGN
• There is a perfect balance between
empty space at the skirts top and
filled spaces .
• The colour palette consisted of shades
of green and golden in the signature
polymer details and metallic yarns,
which creates harmony
• The line work on the top are at
compatible angles and align with each
other.
• Vertical balance
• Style lines on all the areas compliment
each other
• Repetitive golden strips on the skirt
and triangular pattern with vertical
lines creates focus
• 2 coloured dupatta creates emphasis
• Triangular pattern at the bottom of
the skirt creates a gradient
15
The United Colors of Benetton has chosen THE MYRIAD LIGHTS OF BENETTON as its
Fall Winter Collection for 2020-21, which means countless or great in number! There is
a new, cosmopolitan idea for dressing them that’s environment-friendly and
encourages all Benetton kids to experience their city as a games and culture workshop.
This FW2020 fashion, full of visual references, is perfect for playing and enjoying the
outdoors — as well as for learning! Jean-Charles de Castelbajac’s created the designs.
JCC has designed a cool, modern style for girls: dressing tomorrow’s women is a
responsibility he feels very strongly about. While maintaining a sweet and creative
femininity – inventive knitwear, stars and hearts and chic little dresses – UCB has
injected a dose of “girl power” into strong, cool pieces where predominant colors. Boys
are super all right with their ‘urban spirit’ duvet coats. This style for boys features
jacquard sweaters – with all-over Snoopy or Woodstock patterns – graffitied
sweatshirts, mixes of patterns and 80s-style faded print denim. It is all in harmony with
a metropolitan idea that blends a certain vintage vein.

UCB KIDS
KIDSWEAR
16
TARTAN DRESS WITH BOW
Elements of Design
LINE
• Combination of horizontal and vertical lines
forming checks i.e. TARTAN Principles of Design
• Gives a sophisticated yet modern look BALANCE
• It has symmetrical balance with respect to
TEXTURE color
• Visual texture • Also with respect to the shape of garment,
• Hand Feel :- gives warmth as it is made of wool it is well balanced even if it has
asymmetrical balance

SILHOUETTE PROPORTION
• A-line Tartan dress having long sleeves with collar
• Tartan pattern uses both negative and
neck and lace bow and has partial button opening
positive space, equidistant buttons
• Makes the wearer look tall because of the high cut
• Makes the wearer look tall and full
at the waist using elastic
UNITY
PATTERN • Uniformity is maintained due to the check
• All over pattern pattern
• Uniform through out the silhouette
COLOR
RHYTHM
• Used Red Black Green & White
• Repeated checks enhance the aesthetics
• Mixture of both warm & cool colors
• Same colored buttons
• Focused on complementary colors
EMPHASIS
• Lace Bow at the collar neck
• Cuffs at the sleeve
UCB KIDS
17
PRINTED PLEATED SKIRT
ELEMENTS OF DESIGN
LINE UCB KIDS
• Curved waist line, horizontal and vertical lines
• Regimental stripes
Principles of Design
TEXTURE BALANCE
• Visual texture, camouflage • It has symmetrical balance with respect to
• Elastic at the waist gives it a gather-like texture yet color and shape
stretchable feel • Box pleat balances the look

SILHOUETTE PROPORTION
• Box pleated skirt helps in easy movement • Equal box pleat
• Adds depth and volume
• Well usage of positive and negative space
PATTERN
• Combination of Camouflage, tartan and regimental UNITY
stripes • Sequential repetition of patterns
• Evenly distributed pattern
RHYTHM
COLOR • Harmonious pleats
• Used Red Black Green Blue Brown Yellow Grey
• Mixture of both warm & cool colors
• Focused on Square colors and also ensured they EMPHASIS
complemented each other • Use of Camouflage, tartan and regimental
stripes
• Gather at the elastic

18
PAPERBAG DENIM
ELEMENTS OF DESIGN
LINE UCB KIDS
• Curved lines near the front pockets, Mountain line
at the back pockets PRINCIPLES OF DESIGN
• Vertical line near the zip, Horizontal line at the BALANCE
folded bottom • It has symmetrical balance with respect to
color and shape
TEXTURE • Paper bag shape
• Tactile texture due to denim fabric
• Washed out look also because of denim fabric PROPORTION
• Buttons and Rhinestones are placed at
SILHOUETTE equidistance
• Rectangular shape which makes the wearer look • Folded bottom line is equal on both the leg
tall i.e. Paper bag denim sides
• Elastic waist, zip and button opening, front pockets
with rhinestone rivet on sides UNITY
• The washed out look is even
PATTERN
• Gathers at waist RHYTHM
• Patch pocket with embroidered logo • Since it is a denim fabric, it has twill weave
lines, which keeps up the rhythm of the
COLOR apparel
• Grayscale : Grey Black
• Shiny gray buttons and rhinestone EMPHASIS
• Use of Rhinestones and contrast buttons
• Embroidered logo at the back pocket
• Use of Elastic at the waist
• Folded bottom
19
JACQUARD SWEATER
ELEMENTS OF DESIGN
LINE
• Curved line at the neck UCB KIDS
• Curved line on the heart print
• Horizontal and vertical lines due to pied de poule
design PRINCIPLES OF DESIGN
BALANCE
TEXTURE • It has asymmetrical balance with respect to shape
• Tactile texture due to jacquard fabric in 1st sweater
• Symmetrical balance in 2nd sweater
SILHOUETTE
• Round neck long sleeve sweater in wool and viscose, PROPORTION
with jacquard motifs and ribbed hem and ribbed cuff • Unequal proportion in heart motif sweater
• Rectangular shape, Loose fit, away from body • Equal proportion in pied de poule sweater
• Drop shoulders
UNITY
PATTERN • The one sided heart motif brings the whole
• Ribbed bottom hemline and cuff garment together while the repeated pied de poule
• Jacquard motif pattern maintains harmony
• Pied de poule pattern
RHYTHM
COLOR • Jacquard motif and dropped shoulders
• High value red and black
• Monochrome EMPHASIS
• Bright red heart jacquard motif placed one sided
• White and black pied de poule pattern
• Ribbed hemline
• Ribbed cuff

20
GRAFFITI HOODIE
ELEMENTS OF DESIGN PRINCIPLES OF DESIGN
LINE BALANCE
• Vertical lines in the placket area, Horizontal lines in the • It has symmetrical balance with respect UCB KIDS
bottom hem and cuffs to shape
• Graffiti creates an illusion as if there are abstract lines • No symmetrical balance in graffiti
throughout the hoodie
PROPORTION
TEXTURE • Hoodie is in proportion but the graffiti
• Tactile texture due to denim fabric printed over it is out of proportion
• Visual texture in terms of printed graffiti
UNITY
SILHOUETTE • With respect to graffiti there is color
• Long sleeve printed denim hoodie with hood and collar harmony
• Mix of rectangular and box shape with semi-curved bottom
line RHYTHM
• Graffiti print has its own abstract
PATTERN rhythm
• Graffiti printed all over
• Lines parallel to placket EMPHASIS
• Hood made of different color
COLOR • Graffiti print all over
• Denim fabric: Blue
• Hood : Gray
• Tetradic color for printed graffiti: Yellow, Red Green Blue

21
PADDED VELVET JUMPSUIT
Elements of Design
LINE UCB KIDS
• Diagonal line across the zip
• Horizontal lines through out the padding
• Straight lines over the jersey

TEXTURE
• Tactile texture due to velvet fabric
Principles of Design
• Soft feel BALANCE
• It has asymmetrical balance with respect to
SILHOUETTE shape
• Padded velvet jumpsuit with stripes and entirely • Symmetrical balance with respect to color
lined in jersey, with hood, convenient zip and zip
pull opening on front, matching removable PROPORTION
booties with buttons • Jumpsuit makes the wearer look tall
• Rectangular shape
UNITY
PATTERN • Use of single color
• Parallel padding throughout the jumpsuit
• Gathers at the cuff n bottom RHYTHM
• The parallel padding keeps up the repetition
COLOR
• Pastel color EMPHASIS
• Diagonal zipper
• Removable booties

22
 REFERENCE

ZARA India,2020, Zara men India, available from< https://www.zara.com/in/en/man-

mkt534.html> [21 November 2020]

Amit aggarwal,2020, Amit Aggarwal festival collection 2020, available from<

https://amitaggarwal.com/>
, [21 November 2020]

ucb, 2020, ucb kids India , available from<https://world.benetton.com/kids/ >[22

November 2020]

Iffley road, 2020, brief history of hoodies, available from<

https://www.iffleyroad.com/blogs/journal/a-brief-history-of-the-
hoodie#:~:text=Founded%20in%201919%2C%20the%20US,winters%20in%20Upstate
%20New%20York. >,

23
THANK YOU

23