ADV Portfolio || Project 1 || Meghan Mollicone

Customer Profile Women Ages 16-35 Income: $35,000 + • • • • •

Women who enjoy their garments to be timeless and chic. She enjoys vintage inspired garments with a modern twist. She loves her outfits to be comfortable for her everyday life, but also can dress them up for a more professional occasion. She expresses herself with muted hues, structured silhouettes, and overall looser fits She looks for garments that will make her feel confident and ready to take on the world, no matter the time or occasion.

“MADEWELL IS FOR DENIM LOVERS—OR BASICALLY ANYONE WHO APPRECIATES TIMELESS DESIGNS THAT PUT YOU AT EASE.” Joyce Lee, head designer

Madewell Official Instagram

Current State of Market Customers are demanding for brands to take more responsibility when it comes to the environment and customer conciseness.

Like Products and Current Trends of Brands with Similar Customer profiles: • Everyday wear clothes

Inclusivity:

• Closet Basics (tees, jeans, button downs)

• Straight sizes and Plus sizes (XS – 3X)

• Muted color palette

• Include sizes both in stores and online

• Conservative dresses (coverage/length)

Sustainability: • Ethically sourced fabrics

• Prints and patterns (florals, plaid, stripes)

• Environmentally conscience methods of dying fabrics

• Looser fit tops and dresses, fitted waist jeans

• Faux fabrics instead of real furs and leathers • Improving working conditions of laborers

• Some fabric manipulations (ruffles, pleats, tiered designs)

• Working to combat excess consumerism and waste

• Majority cotton/blend garments (jeans, tees)

Competitor Brands

Madewell

Nordstrom

Anthropologie

J. Crew

Everlane

Market Focus: Sustainability With a collection that doesn’t incorporate patterns/prints utilizes more earth toned and colors, this line specifically could be a way for the company to start transitioning into using natural dyes. As well as continue their sustainable movement with the BCI with the denims used in the collection. For the lighter colors and fabrics that don’t take dye well (synthetics), Madewell can start easing their way into more eco-friendly by looking into potential hybrid dyes that use a mixture of synthetic and natural components. •

•

HYBRID PIGMENTS: Ecofoot, produces hybrid pigments that can be used on natural fibers. POWDER DYE: Officina+39 Recycrom, uses recycled fabric fibers/scraps that are crystallized into powders and can be used to dye natural fibers and rayon.

For the patchwork denim used in the collection, Madewell can use a variety of denim sources. •

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RECYCLED COTTON Made from fibers that come from old garments or are left over from manufacturing. BCI COTTON Better Cotton Initiative train farmers in more environmentally, socially and economically sustainable practices.

Mid-Century Modern Collection Women's

Fall 2021

Inspiration Board - Mid-Century Modern

Process Sketches

• • • • • • •

Fabrics and Colors

Linen/Viscose Cotton Denim (1% Spandex) Cotton, Elastic Stretch fabric Cotton, Elastane Viscose/Polyester/Elastane Polyester, Rayon, Spandex Ribbed Knit Polyester Satin

Ideation

Ideation

Fabric Linen/Viscose

Color

Fabric Cotton, Elastane

Color

Fabric Viscose/Poly/Elastane Polyester Satin Color

Fabric Cotton Denim (1% Spandex) Color

Fabric Linen/Viscose Elastic waistband and sleeve cuffs

Color

Fabric Polyester, Rayon, Spandex Ribbed Knit Color

Fabric Polyester Satin Elastic (Waist) Elastic waistband

Color

Fabric Cotton Denim (1% Spandex) Color

Fabric Cotton, Elastic Stretch fabric Color

Fabric Cotton, Elastane

Color

Style Summary

Development Package Status Issued

Tech Designer: Meghan Mollicone

Page 1 Style # 58820

Garment Information Season: Fall 2021 Category: Women’s Sample Size: Small Fabric: Linen/Viscose Details: Tiered knee length, button down dress with full gathered sleeves Fiber Content: 70% Bast Fiber Linen, 30% Viscose Colors: Pantone 7574 C, Pantone 7509 C Pantone 7611 C, Pantone 11-1001 TCX Pantone 4220 C, Pantone 453 C Description: Knee length dress, Collar V-neck, button down front, loose gathered sleeves, tiered dress, elastic waistband, gathered skirt. Gathering at dress seams

Tech Pack

Date 09/24/2020

Measurement

Development Package Status Issued

Style # 58820

(POMs) Front

Tech Pack

Date…………. 09/24/2020

Back

POM #

Description

(in.)

POM #

Description

001

Vertical length of garment

35

101

Armhole length

(in.) 10

002

Bodice length

18

102

Waistline to shoulder blade

12

003

Waist seam to dress hem length

17

103

Back width

16.5

004

Bust width

20

104

Waistline width

18

005

Chest width

17

105

Sleeve tier length

19

006

Collar Neckline length

7

106

Sleeve tier width

5

007

Waistline to bust

8

008

Waistline width

18

009

Dress width at bottom tier

5

010

Button Length

0.85

011

Top tier length

7

012

Middle tier ruffle

5

013

Bottom tier length

5

Construction (Page 1 of 2)

Front: 3/8 inch collar v-neck neckline seam with undertitching Darts on top waist – 2 inch length Gathering at sleeve seams (mid bicep) Gathers at tier seams at the wrist Elastic waistband (cased with fabric) Gatherings at middle tier skirt section 3/8 inch Hem Back: Darts on top waist – 2 inch length (4 inch in from side seam) CB seam (1/2 width seam) Collar back is 3/8 inch seam with understitching

Callouts: - Thin elastic at the gathers on the sleeve (lower bicep) - Thick elastic waistband (cased with fabric)

Tech Pack

Development

Construction (Page 2 of 2)

Inspiration sample design

Tech Pack

Development