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ANALYSING THE BRIEF innovational opportunities

RESEARCH INSPIRATION personal inspiration and concepts

RESEARCH DIRECTION fashion prediction, comparative and directional retail and trade fair reports, market research

THE DESIGN PROCESS colour, silhouette, proportion, fabric, print, pattern, texture, sampling, construction

PROTOTYPING flat pattern cutting, structure, embellishment

THE CHOSEN RANGE OR COLLECTION putting together the look and accessories, decision making

PROMOTION product and portfolio promotion/graphics and photographic styling, fashion careers


often capturing the spirit of an age. Once you have written a clear context for the brief and taken a design or innovation approach to the process. Briefs can often be ambiguous when the client attempts to describe what they may feel the issues are. you have chosen it because you see a way in which it may be developed or utilised. to identify what the client actually needs.  Art: Art can be inspiring in its capacity to be shocking. they can be completely original and connected to the designer in a very individualistic way or they can be influenced by current ongoing trends. avante garde artistic movements or ‘happening’ street culture. which are of secondary importance but help to set the context for the key elements. Newspapers are a good source of up-to-date design trends. which serve only to distract from the key elements. which frame important points positively or negatively. more importantly.  Situational elements. Trade magazines provide information on new developments in fabric technology etc. As the process continues. described by situational elements. Some of the well known sources of inspiration are:  Books & Magazines: The most obvious reference point for information and photographic style. Ideas & Inspiration Starting to collect research material will provide a focus for your thoughts and provide material from which to start generating ideas. witty. that is. is needed to select ideas that need to be developed.The analysis of the brief should start with deconstruction but end with reconstruction.  Travel: Alternative cultures are traditional areas of inspiration. new.  Distracting elements. Ideas can come from anywhere. catwalk news and fashion comment. setting the scene for designers and the client to then understand the key elements.  Cinema: Cinema has a huge impact on design. Specific cities or countries become inspirational because of social change. for the benefit of the designer as well as the client. Once these are determined. beautiful. the brief needs to be reconstructed with a clear context. you will need to conclude the brief by qualifying your intent with an “Actions List”. Breaking down a brief allows you to try to determine what the client believes they want and. BEGINNING TO DEVELOP DESIGNS (RESEARCH DIRECTION) The key to good design development is good research material that actually means something to you. Distracting elements must be identified quickly and discarded in order to clarify the structure of the brief and to identify the key elements. There are often three types of content within a brief structure:  Key elements. conceptual or challenging. different skills are required and personal judgement. . decision making.

Sketching or photographing stylish clothing worn by passers-by is an interesting exercise as fashion is as much about how looks are put together as individual designs. This can involve travel to the fashion capitals of the world. looking at the seasonal developments of designers who are most influential. Design philosophy like ‘minimalism’ start here. Themes often are given names to evoke feelings.  Fashion prediction consultancies and periodicals: Fashion prediction material can provide much of the direction required to inform the design process. Such material is available as limited edition publications from consultancies and as general fashion periodicals available in magazine format. There are variety of sources that can aid this intelligence-gathering process:  Street Style: Using an individual or group sense of style as inspiration.  Designers: Analysing catwalk collections.  Retail: Most designers research garments through designer shops and stores in order to see and feel at first hand other designers’ work. Architecture. social. Other areas of design can be useful. interior design: These have long-term impact on contemporary design ideas. for example menswear. THEME DEVELOPMENT Fashion prediction for a new season is usually promoted as a series of ‘themes’. These are designed to inspire and direct the designer for a number of markets.  Trends: As these are affected by the continuing action of economic. furniture.  Media: Technological advances in media have created a rich graphic resource and the ability to access a global exchange of visual information (the Internet) has revolutionised the designer’s field of vision. political and cultural changes. . they can provide essential design direction for the designer. moods and reflect the content of the theme.