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6 THE FASHION DESIGN REFERENCE + SPECIFICATION BOOK
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The premise behind this handbook for fashion designers is that the art
and business of fashion is ultimately a body of symbols and systems—
a language. To communicate effectively within the industry and with
the consumer, the designer must have access to an array of relevant
information and resources. Since by definition fashion is ever changing,
the focus here is on developing strategies that provide a competitive
edge, no matter what the prevailing trends of the moment might be.
These formulas also afford the creative side of fashion a fertile environ-
ment for growth.
Importantly, The Fashion Design Reference + Specifi cation Book approaches
its subject through an entrepreneurial lens. Even within large corporate
fashion houses, designers often consider themselves independent enti-
ties—free agents. Their career arcs are frequently de ned not only by the
positions they have held, but also by the strategies they have employed.
Whether their reputations have been meticulously planned or have devel-
oped organically, these histories are in the end a commodity, requiring
polished packaging and integrated delivery systems to have the greatest
impact. Contemporary fashion designers face the job of designing a career
path as well as a collection.
The dialects of style are as varied as the cultures that cultivate them.
Regardless of the vernacular, successful long-term design in uences are
based on a closed circuit, one that conveys the designer’s message clearly.
Designers can tap into this circular pathway at any point, but they must
complete the course. This book serves as a primer for newcomers and a
reference guide for professionals engaged with the daily demands of this art
form/business. Each section represents a connection that fashion designers
make between their original idea and the audience they wish to reach. As this
volume is designed to be concise, convenient, and portable, the material is
INTRODUCTION
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Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
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intended to act as a catalyst for further study and experimentation.
Section 1, RESEARCH, is about fashion intelligence—gathering
information to identify skill sets and lay the groundwork for building a
cohesive collection. Careful self-examination, vocabulary development,
an understanding of fashion history and of forecasting techniques all
contribute to the acquisition of project-speci c data. Section 2, EDIT, takes
the next step: re ning concepts through a process that collects, reviews,
prepares, and arranges the research. Constructing a mood board, xing
on a specialization, studying consumer pro les, and establishing a budget
help to narrow the designer’s focus. Section 3, DESIGN, establishes a
blueprint, using color, textiles, silhouette, and accessory design. Each
endeavor must be backed by a deliberate intention—a detailed, purposeful
plan and an inventive approach to integrating the components that will
result in a successful prototype. Section 4, CONSTRUCT, examines how the
c o n c e p t d e v e l o p e d w i t h i n t h e d e s i g n p r o c e s s i s i m p l e m e n t e d , e m p l o y i n g
t e c h n i q u e s f r o m r e n d e r i n g t o p a t t e r n m a k i n g , s t i t c h i n g , a n d n i s h i n g .
Du r i n g t h i s p e r i o d , t h e d e s i g n e r w i l l a l s o r e s o l v e i s s u e s w i t h p r o d u c t i o n
a n d d e t e r m i n e q u a l i t y - c o n t r o l s t a n d a r d s . S e c t i o n 5, CONNECT, e x p l o r e s
h o w t h e d e s i g n e r p r e p a r e s t h e w o r k f o r p u b l i c c o n s u m p t i o n , c o n c e n t r a t i n g
o n t h e p o w e r o f w o r d s a n d i m a g e s a n d e x p e r i e n c e s i n c o m m u n i c a t i o n .
Ge n e r a t i n g a p o r t f o l i o , b u i l d i n g a b r a n d , w o r k i n g w i t h t h e m a r k e t , a n d
p r o d u c i n g s h o w s i d e n t i f y a n d a m p l i f y t h e d e s i g n e r í s v i s i o n . S e c t i o n 6,
EVOLVE, a d d r e s s e s t h e d e s i g n e r í s c h a l l e n g e t o c r e a t e m e a n i n g w h i l e
e m b r a c i n g c h a n g e . C e l e b r i t y , a r t , t e c h n o l o g y , a n d g l o b a l c u l t u r a l s h i f t s ,
a s w e l l a s p e r s o n a l e x p e r i e n c e a n d e d u c a t i o n , a l l i n u e n c e f a s h i o n
d e s i g n . De s i g n e r s m u s t u n d e r s t a n d t h e i r p a r t i n w h a t a c o l l e c t i o n o r l a b e l
o r c o m p a n y r e p r e s e n t s . Ad d i n g t o t h e m i x , a s e r i e s o f i n t e r v i e w s w i t h
p r o m i n e n t i n d u s t r y l e a d e r s p r o v i d e s i n s i g h t s i n t o t h e p h a s e s d e s c r i b e d
t h r o u g h o u t The Fashion Design Reference + Specifi cation Book.
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