The document discusses key aspects of fashion design including design principles and visual elements that designers must consider. It explains that design principles like proportion, balance, emphasis act as guidelines for designing garments, while visual elements like line, shape, color, and texture are the ingredients. The document provides examples of different design principles and discusses how pioneering designer Rei Kawakubo challenges conventions through her experimental designs.

1. ASPECTS OF DESIGN
◼ When Designing garments, you must keep several aspects of Design in mind.
◼ Aspects of Design can be categorized into two areas:
◼ Design Principles
◼ Visual Elements of Design: line, shape, color, texture
◼ Think of the Principles as the Steps for a recipe and
the Elements as the Ingredients!

2. ASPECTS OF DESIGN
Principles are Flexible Steps interpreted within a
current Fashion Trend or problem designer
trying to solve.
Are guiding rules and fundamental ideas that
applies to both the garments structure and its
decoration, trim or embellishments.
Main Principles of Fashion Design:
Proportion (Scale)
Balance
Unity (Harmony)
Rhythm
Emphasis
These are the elements of fashion that combine
together in the design.
The appearance, drape and the visual effect of
all these on the consumer/wearer.
Main fashion design creation content:
● Shape and form
● Line
● Color
● Texture
VISUAL ELEMENTS
DESIGN PRINCIPLES

3. PRINCIPLES - PROPORTION
◼ Also referred to as Scale.
◼ Is one of the most important principles of design.
◼ Proportion or scale is essentially how well the size of the parts of a garment work
together.
◼ In technical flats, refers to the silhouette and the design elements such as the collar,
pockets, plackets, hemline and how proportionate they are to each other and the
overall garment.

4. Comme des Garçons by Rei Kawakubo creates bulbous, armless figures in The Future of Silhouette Collection.
Models were disguised within oversized forms made from layers of wadding. Met Show 2017
PRINCIPLES - PROPORTION

5. PRINCIPLES - BALANCE
◼ Balance is the principle that the parts or features of a garment have equal visual weight.
◼ Whether the element is a sleeve, a cuff, or a line of buttons, it works with the other parts of
a garment.
◼ Balance is the feeling of rest or equilibrium.
◼ Balance can be symmetrical or asymmetrical.
◼ Symmetrical essentially means that both sides are equal, with the same elements in the same places.
◼ Asymmetrical is when a garment has unequal sides or each side appears different.

6. PRINCIPLES - BALANCE
comme des garsons 2016, 2017

7. In 1981 the company had a debut
show in Paris. Kawakubo's heavy
use of black, as well as distressed
fabrics and unfinished seams, were
viewed negatively by French
critics.
Throughout the 1980s, her
clothes often were associated with
a distressed and punk oriented
style. In 1982, Kawakubo's
collection which she named
"Destroy" was heavily criticized by
terrible critics. "Women’s Wear
Daily called it the 'Hiroshima bag
lady look,' and the Associated
Press proclaimed Kawakubo the
'high priestess of the Jap wrap.'"

8. PRINCIPLES - EMPHASIS
◼ Emphasis refers to one particular element or group of smaller elements in a
garment that is exaggerated.
◼ Key element in a design that creates a focal point that your eye is drawn to.
◼ Designers use techniques such as cut-outs, ruffles, peplums and the addition of
embellishments to execute this Principle.
◼ One of the important ways to create interest in a garment.

9. PRINCIPLES - EMPHASIS = FOCAL POINT
like some boys
Comme des Garçons means "like some boys"
in French. The label was started in Tokyo by
Rei Kawakubo in 1969 and established as a
couture company in 1973 before doing
whimsical ready to wear with a heart logo.
The Japanese designer was inspired by a
song called "All the Boys and Girls," by
Francoise Hardy.

10. LOGO & WORDMARK AS MERCHANDISE DESIGN:
Kawakubo explained. "I always wanted to use fashion as a tool, as a material to make a business out of creation. I wanted
to be independent, make a business and work." "I have always started from zero, trying to make something that didn't
exist before," she explained. "The process of creation is done mostly by words and imagination."

11. ADOBE ILLUSTRATOR TOOLS & TECHNIQUES
1) Adobe Illustrator is the fashion industry standard software application for creating
drawings, illustrations, and artwork as a professional design and drawing program.
The app lets you capture your creative vision with shapes, color, layers, pen & type
tool.
1) Adobe Illustrator allows the artist to select paths, segments, and anchor points. If you
can see the points, click them with the Direct Selection tool to select them. Select the
Direct Selection tool and drag a boundary around the anchor points. You can select
anchor points from selected or unselected paths.
1) Objects in Adobe Illustrator have two kinds of colors fill color and stroke color. Fill is
what the inside of an object is colored with, and stroke is what the outline of an object
is colored with.

12. STUDENT EXAMPLES

21. MANNUKK
MANNUKK is an AW21 collection focusing on the life of an Inuit man. The concept aims to combine the seriousness of
masculinity, with a camp and humorous twist, providing an element of femininity most men have a fear of showing. A
twist on his everyday life will be shown through camp outfits, decorative details and a bright colour palette,
juxtaposed with the ‘hyper-masculinity’ advertised in “MAN” culture; this will be shown through research into
bodybuilding ideals and cultural dress.
. The collection is a perception reflecting, yet warping the language, life and history of the Inuit and aspects of
alternative cultures, shown through research into Charles Freger’s Wilder Mann, galvanized by their original
civilisation with a persistent element of “campness”. The collection will depict a riot of textiles and colour, alongside
technical based garments; combining a range of textures and details for the ultimate kaleidoscopic and humorous
collection.

26. T- SHIRT PRINT OPTIONS

36. FINAL PROJECT PRESENTATION
PART 2

40. Adobe illustrator & photoshop fusion

43. EDITORIAL FOR PRODUCT

45. COUTURE ON BOOK COVERS

48. DIGITAL LOOKBOOK

49. VIBRANT GRAPHIC FASHION ADS

50. Chaotic Couture infiltrated Maison
Margeila’s runway this week,
leaving the door widely open for
interpretation. Inspired by digital
decadence, the collection was a
reference to today’s excess culture.

52. 1921 Jeanne Lanvin Evening Dress,
"Conte de Fées" Gazette du Bon Ton

54. Michael kors
Knitwear to Michael Kors is what ultrasuede was to the
late designer Halston. It’s his ultimate gift to fall. Relying
on a strong equestrian theme, Kors set the stage for the
season where riding boots are the new norm and
stilettos are a thing of the past, proving this designer
clearly has his feet on the ground.
animated take on the recent fall 2020 collections,
we enlisted illustrator Manuel Santelices to
capture the whimsy and joy seen on the
runways. Through his creative eye, we see how
the season will look alongside the exuberance of
each designer’s vision.

55. gucci
Designer Alessandro Michele knows the importance of
putting on a show, and this season the viewer was given a
peek behind the curtain and directly into his mind as we
saw all of the backstage action reflected right back at us.
No stranger to a nontraditional approach to showmanship
and style, his Gucci collection continues to defy the norms
and confronts with a new way of looking at beauty. Michele
is a dream-maker doing what he does best, and just like a
dream, he creates a surreal fantasy that cannot be defined.

56. Valentino Garavani
❑ Interested in fashion during primary school in Lombardy, Northern Italy, apprenticed under his
aunt Rosa and local designer Ernestina Salvadeo.
❑ Teenager moved to Paris he studied at the École des Beaux-Arts and at the Chambre Syndicale
de la Couture Parisienne
❑ Apprenticeship with Jean Desses where he used to help style icon countess Jacqueline de Ribes
sketch her dress ideas. He then joined Guy Laroche for 2 years.
❑ 1959 : moved back to Italy opened a couture fashion house in Rome on posh Via Condotti
❑ Valentino's international debut took place in 1962 in Florence at the Pitti Palace was a flooded by
orders from foreign buyers and enthusiastic press.
❑ 1964: The fashion icon, Jackie-O, makes a purchase of 4 Valentino gowns during her year of
mourning for her husband, John Kennedy.
❑ 1967 : Neiman Marcus Fashion Award
❑ 1969: The first Valentino store is opened in Milan.
❑ 1970’s: Valentino opened store in New York City
❑ 1971: Menswear takes center stage at Valentino
❑ 1975: The first Valentino ready-to-wear collection is shown in Paris.

57. 2007 Christian Dior Haute Couture Paris S/S
2007 Valentino Haute Couture Paris S/S

58. VALENTINO COUTURE SS
2019

59. Kirsty Mitchell, The
Storyteller, from the
Wonderland series.

60. JOHN GALLIANO COUTURE QUEEN OF HEARTS

61. RUNWAY SHOW
PROMOTION

62. ADVERTISEMENTS

68. EBITA
Earnings before interest, taxes, and
amortization (EBITA) is a measure of
company profitability used by
investors. It is helpful for comparison
of one company to another in the same
line of business. In some cases, it also
can provide a more accurate view of
the company's real performance over
time.

69. THEME: OUTERWEAR-UTILITARIAN
Utilitarian fashion is stylish, comfortable
versatile and convenient. Think about
functional style.
The interest in utilitarian garments can be
characterized by the sum of the functions that
they can serve. The general inspiration of this style
of clothing derives from work, sports or military
pieces that are both functional and wearable.The
ambition to shape the fashion industry in an
environmentally conscious way with utilitarian
ethics. Designers show interest in utility due to
sustainable textiles, thus reducing the
environmental friction that is caused by fast
fashion and consumerism.