Working along Fashion Marketing, we will be reusing, remaking and recycling clothing to create an environmentally-friendly shirt. Sustainability is such a current issue prominent in our lives so it is important that we incorporate it into our work. When our garments are finished, the fashion marketers manage their exposure on different medias (including social networks). Seeing they’re side of the industry will be very rewarding as fashion circulates largely around conveying a message through presentation.
The brand I have been allocated is Zara and I am happy to designing with their aesthetic. All those car adverts on TV have given me a vision to devise a shirt for working men that can be multifunctional enough to be worn outdoors in an apres-ski fashion. It will be sensible for the work place whilst also being suitable for a countryside environment.
Having asked the target market their opinions, they believe it is “a bridge between two modes”, one being a worker in an artificial landscape, the other being a relaxed explorer in a natural outlet. Cutting down on the need for more clothing will be beneficial for the environment and will give the consumer a hassle-free experience. One of the problems shirt-wearers have is that they don’t find them comfortable. They want “soft” and “durable” shirts that are less constricting, not loud or garish. The fabric has to breath and the shirt has to allow flexibility in movement. Taking this into consideration, I shall come up with ideas in which to craft a more versatile style of shirt.
A trend that is starting to emerge is the shacket: a shirt and jacket combined into one. This could very well help me in my aim to make a transseasonal, multipurpose garment.
Fashion Journal 