Concept
The modern learning process doesn’t end when the bell rings. After lectures, there are meetings, exhibitions, parties, internships, work, dates, and city life. The younger generation barely changes clothes throughout the day, which means their wardrobe needs to look equally organic whether they are at university in the morning, at a café in the afternoon, or at an event in the evening.
The AFTER CLASS collection offers a contemporary wardrobe for this lifestyle. Its foundation is the idea of transforming familiar everyday pieces through expressive details. Classic elements of casual wear—knitwear, dresses, leggings, skirts, and activewear—receive a fashionable reinterpretation thanks to semi-sheer textures, contrasting materials, decorative accents, voluminous silhouettes, and unexpected combinations.
Each piece in the capsule collection is designed to be easily mixed and matched, allowing for looks of varying expressiveness—from relaxed everyday wear to evening attire. Core staples form the foundation of the wardrobe, while accent pieces enable you to instantly shift the mood of an outfit without completely changing your clothes. The collection embodies MAAG’s values: relevance, functionality, contemporary femininity, and commercial appeal. It targets a young, urban audience that follows trends, is highly active on social media, and views clothing as a tool for self-expression.
Special attention is given to the hero items—these are the visual focal points of the collection. Expressive silhouettes, interesting textures, and fashionable pairings have high potential for generating user-generated content, which helps organically promote the collection on social media. Furthermore, all accent pieces are paired with the capsule’s basic models, increasing the number of possible outfits and the commercial appeal of the entire collection.
AFTER CLASS — clothing for a generation where the lines between study, work, and personal life have blurred. There is only one packed day, and for it, you need one versatile, stylish, and expressive wardrobe.
Target Audience
Capsule Collection Lineup
The capsule collection consists of 10 models that are easily interchangeable, allowing students to create looks for various BTS season scenarios: studying, meeting friends, walking around the city, and evening events.
Foundational Models
Trendy silhouette baby tee t-shirts with rhinestones/rhinestone printTrendy midi skirts in yellowKnit overallsLong sleeves
Hero items
Mini dress with sheer chiffon insertsStatement taffeta volumes that can be attached to the outfitLeggings with sequin inlaysRhinestone leggings
Sketches
Color palette, materials, and textures
MaterialsThe materials have been selected based on the concept of a modern urban capsule and fit within the mid-range price segment. The primary fabrics include cotton, denim, suit viscose, knitwear, raincoat fabric for outerwear, and sheer mesh. This combination ensures comfort and practicality, allowing for the creation of layered looks relevant to the autumn season.
TexturesThe collection is built upon a play of contrasting textures. Accent pieces are crafted using semi-transparent mesh and light fabrics, which lend depth and a contemporary feel to the looks. The contrast between matte, smooth, and sheer surfaces makes even the most basic silhouettes visually engaging while maintaining the collection’s commercial appeal and versatility.
Commercial Potential Justification
The collection’s commercial potential is based on a balance between commercially sought-after staples and trendy accent pieces. The capsule’s foundation consists of versatile items that meet the everyday needs of the consumer and easily integrate into an existing wardrobe. These are complemented by hero items that reflect current fashion trends and establish the collection’s visual identity.
All models share a unified aesthetic and can be easily combined, which expands the number of possible looks and encourages the purchase of several items rather than just one. This approach aligns with the principles of fast fashion and makes the capsule collection attractive to a wide audience.
The collection also holds significant marketing potential. Its striking silhouettes, textural contrasts, and unconventional design choices make the hero items highly visible on social media and appealing to fashion and lifestyle creators. User-generated content featuring these models can organically boost the collection’s visibility and attract new audiences without feeling like direct advertising.The proposed capsule aligns with MAAG’s core values: it is relevant, wearable, commercially viable for the mid-range price point, and offers a contemporary fashion accent that could serve as a focal point for the BTS seasonal collection.
Hero items
Image 1
A mini dress made from a blended wool, featuring contrasting textural panels of sheer fabric. The dress can be accented with/without vibrant taffeta puff sleeves. Paired with grey leggings that incorporate black glitter fabric inserts.