Louis John Dennis Fitton proposes creating a luxury streetwear brand for his final major project. He will design clothing, accessories, and marketing materials for the brand, including mock social media pages, a website, and print advertisements. Fitton will research current streetwear trends and prominent designers to inform his project concepts and design work. He plans to evaluate his work through weekly reflections and a final self-assessment of his time management, research, design quality, and audience appeal.
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1. Proposal
1
Centre Name and Number:
York College 48357
Student Name and Number:
Louis John Dennis Fitton 349207
Project proposal title and date:
FittonClothing 31/01/2020
Main area of activity:
The main area of activity that I will be focusing on is print work so creating designs for my product
using photoshop *
Rationale:
Throughout the two years at college my i have created a variety of different products from creating
an audio project to video projects. Creating both of these projects has improved my skills and
knowledge in premiere pro as i am able to use and understand the software to a good level. i am
able to do advanced techniques from color correction to masking. As well as the production side it
has also expanded my knowledge in the theory side from knowing everything that it takes to plan
the videos from storyboarding and then creating a shot list and saying why a shot has been used.
Throughout the years my skills within photoshop have improved as can be seen within my work
and i have a better understanding with not just the skills of using photoshop but i have a better
understanding of the conventions of print work and this helps to make y project look more
professional. my skills within designing logos and editing images have improved which will help to
elevate my project in the FMP
Project Concept:
The concept for my project is that i want to create a luxury streetwear brand. For this project i will
create a variety of different products for the brand which can be T-shirts, shoes, hoodies / jumpers,
hats or jackets etc. I will then market this brand which i will create the social media mock up pages
i.e. Instagram, twitter and Facebook for the brand and i will also create a mock up website and i
will design some print advertisement which can which can be business cards, leaflets and posters
etc. i also may create a look book of the products. The research that i will carry out for this project
first of all will be research about different brands within this style. i will need to look at the different
brands and find what are the current trends at this moment in time. i will be researching about the
streetwear scene throughout the time and how it has progressed to where it is today. i will be
looking into different fashion designers and researching about their history and looking at their
previous work. i will also be researching the promotional side of the industry looking at different
brands marketing techniques looking at what works effectively what doesn't. i will be looking at
different print work of leaflets, posters and looking at what these products have in common.
How will the project be evaluated and reviewed:
To evaluate my work, I plan on keeping a weekly self-reflection document. After each week I will
write about what I did in that week. What went well and what I could have done better and what I
plan to achieve in the next week. This will help my work and as I am going along and still creating
the project as my mind will actively be thinking and thinking about what I can do to elevate my
work and make it the best I possibly can. Making sure that I write about my production each week
is also going to allow people to see the whole process of my work and any changes I have made.
It will also allow people to understand my thought process better and allow them to see from my
point of view why I did what I did. I will also have an evaluation document where I am going to
review the project as a whole. I will look into my time management of the project. I will look at my
research and planning and I will write about what went well for me and what didn't. I will also be
looking at the final product that I have created and evaluating the pieces explaining the final
3. Proposal
3
Bibliography:
1. Abbot, J. (2017). Supreme genius James Jebbia on creating the coolest streetwear
brand. Available: https://www.gq-magazine.co.uk/article/supreme-james-jebbia-
interview. Last accessed 31st Jan 2020.
2. Chochrek, E. (2019). Kanye West Explains Why Yeezy Is ‘the Lamborghini of Shoes’ in
‘Forbes’ Interview. Available: https://footwearnews.com/2019/fashion/designers/kanye-
west-adidas-yeezy-creative-process-forbes-interview-1202801956/. Last accessed 31st
Jan 2020.
3. Kulkarni, S. (2019). The “SUPREME” theory of hype branding. Available:
https://medium.com/predict/https-medium-com-strategy-insider-the-supreme-theory-
of-hype-branding-af3f9acd7fe. Last accessed 31st Jan 2020
4. Morency, C. (2018). The Rise of Drake’s OVO Label. Available:
https://www.businessoffashion.com/articles/intelligence/the-rise-of-drake-ovo-oliver-el-
khatib. Last accessed 31st Jan 2020.
5. Ong, I. (2019). Off-White: Virgil Abloh’s Sales-Focused Influencer Marketing Strategy.
Available: https://alphaconcepts.co/blog/off-white-influencer-marketing/. Last accessed
31st Jan 2020.
6. Perry, K. (2019). Jerry Lorenzo: “There’s something about living in LA that is luxury”.
Available: https://theface.com/style/jerry-lorenzo-los-angeles-fashion-retail-faith-
christianity. Last accessed 31st Jan 2020.
7. Rasmus, N. (2019). Supreme Leader: The Extended James Jebbia Interview.
Available: https://www.gq.com/story/supreme-james-jebbia-extended-
interview. Last accessed 31st Jan 2020.
8. Roche,D. (n/a). With his Off-White label, Virgil Abloh is redefining the codes of
streetwear. Available: https://www.numero.com/en/fashion/style-off-white-virgil-abloh.
Last accessed 31st Jan 2020.
9. Schlossman, L. (2017). Behind the Curtain: Jerry Lorenzo, the Interview. Available:
https://www.grailed.com/drycleanonly/jerry-lorenzo-interview. Last accessed 31st
Jan 2020.
10. Tesema,F. (2019). Virgil Abloh Says Streetwear Is “Definitely Going to Die” Soon &
Predicts What’s Coming Next. Available: https://www.highsnobiety.com/p/virgil-abloh-
dazed-interview/. Last accessed 31st Jan 2020.
Week Tasks to be Completed: Specific Tasks
1 Pre-production Proposal and background research
2 Pre-production Research- primary and secondary
3 Pre-production Research- primary and secondary
4 Pre-production Experiments
5 Pre-production Experiments
6 Pre-production Pre-Production and planning
7 Pre-production Pre-Production and planning
8 Production Production and reflections
9 Production Production
10 Production Production
4. Proposal
4
11 Production Draft peer feedback
12 Production Production
13 Production Production
14 Evaluation Evaluation
15 Evaluation Evaluation
16 Evaluation Presentation
17 Moderation
18 Show Preparation
19 Show
