Concept
Since the goal of the competition is to create a versatile collection for the office, university, or a night out on the town, a number of associations came to mind. My first thought was of the straight, clean lines of office furniture found in lecture halls and offices. My second association was with the modern, stylish office worker: Kazimir Malevich, Erik Bulatov, and Alexander Rodchenko.These three artists were innovators in their time, working with Constructivism and clean, straight lines. I wanted to incorporate the idea of clean, straight lines into the design, but with accent details and the spirit of these artists in the collection.
The concept behind the collection is that of the modern office worker who values innovative solutions combined with the versatility of each individual piece. Every item should fit the office style, yet stand out slightly from the formal atmosphere and, if necessary, transform into a stylish evening look for a meeting at a bar.
Why do I mention Malevich, Rodchenko, and Bulatov?I’m drawing on the ideas and spirit that each artist conveyed to the masses through their art. I avoid the direct approach of simply superimposing prints or paintings onto clothing; instead, I preserve the continuity of a «rebellious» spirit and the novelty of the clothing format for a new generation of office workers.
Moodboard
Visual References
Target Audience (TA)
A young woman, 25-35 years old, lives in a large city and works in an office (or a hybrid office). She has a stable, mid-level income.
Values and motivation: For her, style is a way to project confidence and professionalism, not to attract unnecessary attention. She values comfort during the workday and doesn’t want to sacrifice it for fashion. She’s irritated by a «cluttered» wardrobe: she strives for a minimalist and functional wardrobe so she doesn’t have to waste time choosing an outfit in the morning.Attitude to clothing: She prefers basic, easy-to-combine pieces: simple silhouettes, a neutral palette (beige, gray, black, navy blue) as a base. She uses accent pieces sparingly, such as an interesting texture, an unusual cut, a striking color, or a detail.
She is conscious about spending: willing to pay for quality, but seeks a balance between price and value
Selection Criteria. She primarily looks at fabric composition and tactile feel: breathable, comfortable materials that hold their shape and require easy care are important to her. She pays attention to fit: an item should fit well without shapewear and not restrict movement. She checks hardware and seam finishes, which are quality indicators.Purchase Behavior. She makes thoughtful purchases: before visiting the store, she browses the online catalog, adds items to her favorites, and compares options. She is purposeful in her purchases and doesn’t like to spend too much time trying on items. She often buys in capsules: she selects a set of 3-5 items that go well together. She trusts the MAAG brand with its clear aesthetic and transparent communication about materials and production.
It is important that the item looks «more expensive» than its price due to the quality of the fabric, fit, and neat seams
Media and sources of inspiration. She follows trends through concise visual channels that emphasize styling rather than excessive content. She draws inspiration from street style collections, capsule wardrobes, and stylist recommendations that emphasize functionality. She appreciates content that shows how one item can be styled differently for the office, an after-work meeting, or a weekend getaway.Affiliation with MAAG. She chooses this store because it offers a complete wardrobe in one place: high-quality essentials and trendy accents within a clear aesthetic. She appreciates the fact that the selection is tailored to modern urban life and offers ready-made solutions for a variety of situations.
Capsule collection range
1. wool coat
2. silk blouse
3. straight-leg, mid-rise pants
4. mini skirt
5. V-neck sweater
6. cotton-blend turtleneck
7. statement sequined dress (convertible)
8. suit fabric corset
For me, a capsule collection under the MAAG brand is an opportunity to effortlessly integrate pieces into the brand’s stylistic lineup. When looking at the brand’s capsule collection, there should be no associations with competitors targeting a different target audience (e.g., BeFree).
Color palette
The color palette is versatile and easy to produce; it does not require additional color matching during production. The threads and backing fabrics for the color palette are versatile and do not require special color preparation.
Sketches
technical sketches
The capsule collection emphasizes quality, materials, and the MAAG brand’s relationship with its customers through its garments
It is very important to ensure a proper fit (by adding darts to blouses and pants), to design the fit of outerwear correctly, and to create high-quality seams.
Materials (fabrics)