Design Journal Devyn Johnson

1

Keep an eye on local fashion designer and illustrator Devyn Gudrun at www.gudrun-design.com

G U D R U N design

Table of Contents

2

Page Title 0 Cover 1 Advertising 2 Table of Contents 3 - 4 Entry #1 - Women’s Wear Daily 5 - 6 Entry #2 - Wall Street Journal 7 Entry #3 - Vogue 8 Entry #4 - Spring Observation 9 - 10 Entry #5 - Trend Cross Over 11 Entry #6 - Trend Reports 12 . Entry #7 - Three Fabric Swatches 13 . Entry #9 - Visual Display 14 . Entry #10 - New Movie- Thor 15 . Entry #11 - Firstview.com 16 . Entry #12 - Career Description 17 . Entry #13 - Dont’s 18 . Entry #13 - Do’s 19 - 20 Entry #14 – Career: Converse 21 . Entry #14 – Career: Vans 22 . Entry #14 – Career: Opening Ceremony

3

SPARKLE PLENTY: Crystals may be tiny and shiny — but they’re certainly not for wimps. That’s the message from Swarovski, whose latest corporate ad campaign broke Monday in Love magazine. Created by Ronnie Cooke Newhouse of House + Holme in London,

and shot by Nick Knight, the campaign features lots of glitter — but no specific product. It features model Candice Swanepoel in a variety of poses with crystal-

encrusted objects including a motorcycle helmet, a baby barbell and ski goggles. Other images show pink and lavender flowers in full bloom and dripping with crystals like

raindrops.

“We wanted the campaign to capture the essence of the cool, contemporary woman,” said Nadja Swarovski, a member of the executive board, Swarovski Crystal Business.

“Beautiful, healthy and strong, she is in charge and can compete in any way. She is also fun and kind of humorous. Nick catches her spirit perfectly. But more importantly, this is an overarching corporate campaign celebrating the modern woman and Swarovski

crystal as a design ingredient supporting creative expression.”

Cooke Newhouse said about her springboard for the campaign: “I saw a common thread between the natural beauty of flowers, which need light in order to grow and be

seen, and the finely crafted beauty of crystals which come alive in the light.” The campaign will also appear in the March issues of titles including the British, American,

and Chinese editions of Vogue; British Harper’s Bazaar, and Vanity Fair.

Swarovski Crystal Business has released their corporate ad campaign in Love magazine today- but for what? Known for its crystal coated jewelry, Swarovski has created a spread with Ronnie Cooke Newhouse of House and Holme in London and photographed by Nick Knight of seemingly random objects covered in the glitter. The advertisement has Candice Swanepoel, modeling most known for her work with Victoria Secret, holding seemingly random objects glazed in crystal covered objects. It is probably one of the first barbells, motorcycle helmets, and goggles ever to have been dipped in crystals in the fashion world. The ad also pictures lovely pink and pastel colored flowers in bloom with crystals cradled on the petals like morning dew.

Swarovski said they wanted to show off the modern, strong, and contemporary woman in their campaign. Cooke Newhouse explained how she saw her campaign having a, “common thread between the natural beauty of flowers, which need light in order to grow and be seen, and the finely crafted beauty of crystals which come alive in the light,” and the spread does just that. Swanepoel looks cool, contemporary, strong, and shines just as brightly as the crystals, but soft and feminine as the flowers alongside her. One complaint I have personally is I wish for one of the photos she would have had her hair down, or at least not pulled back and shows a different style. Wavy locks would be a nice way to show the feminism side of womanhood and compliment the flowers well.

http://www.wwd.com/media-news/fashion-memopad/swarovskis-new-campaign-has-plenty-of-sparkle-6691386

Entry #1 Women’s Wear Daily

4

Entry #2 Wall Street Journal

5

“IN SEARCH of the perfect dress for this summer, Carolina Herrera looked to her past. The designer is reissuing six prints from the last decade in four stretch-cotton styles in a capsule she calls the Archive Print Collection. The ladylike silhouettes are about as simple as Ms. Herrera gets, but that's all the better to shine a spotlight on the charming patterns, which range from beach chairs to painterly daisies on a sky-blue background. Prints are what make a collection distinctive, said Ms. Herrera, who has been designing for three decades. "You see it and say, 'Oh, that's a Carolina Herrera,' " she added. Many of Ms. Herrera's prints, including most in this capsule collection, are inspired by casual moments during her travels—think of them as very stylish snapshots. The clover print grew out of a trip to Austria, where she came across a tiny heart-shaped paperweight with a four-leaf clover inside. An elephant ride in India led to the elephant print (pictured above), while the idea for the beach chairs (pictured) struck her during one of her annual visits to the resort town Punta Cana in the Dominican Republic. Then there are designs that come from her own flight of fancy. "I love radishes!" she said of the stylish print (pictured) featuring the root vegetable. Why over think it? The eminently easy-to-wear dresses can be paired with a cardigan for work and all but beg to be invited to a garden party. Ms. Herrera hopes that women who are accustomed to wearing solid colors will consider these new frocks. "It's a very feminine instinct to change from one day to another and say, 'Now I love prints.' "

Enjoy the full article here http://online.wsj.com/article/SB10001424127887323346304578427233965892820.html

6

Carolina Herrera has looked back to her past using her Archive Print Collection as a throwback to

moments in her travel- a “stylish snapshot” of her time in different places. A few of the prints radishes,

tiny heart-shaped leafs of a four-leaf clover, an elephant, and beach chairs are a few of her key

prints. These easy to wear dresses can be paired with a cardigan for work or bright leggings during the

weekends. She comments that these prints are great for women who are accustomed to wearing solids and she now loves prints. These stretch-cotton styles are

$1,290.00 each from saksfifthavenue.com.

I personally do not like the prints Herrera has chosen, but I do like her color scheme. I think the colors go very well together and are great stand alone outfits- minus the designs on them. I also am not a fan of the shape or price. I think a lot of customers who might be browsing online would see and think they are cute, but after seeing the price would be turned off by the

price.

Entry #3 Vogue

7

“IN LONDON, it’s all about the coats. On day three of fashion week alone, Phil Oh spotted many species of toppers: the double-breasted overcoat, the fuzzy fur jacket, the tartan trench, the metallic slicker, and the leather moto-jacket, to name a few. Of course, you don’t need photographic training and a pair of super binoculars to spot these beauties—the world’s best outerwear-watching is only a click away!”

http://www.vogue.com/fashion/street-style/article/street-style-london-fashion-week-fall-2013/

London has a great variety of crazy coats as well as the classics. Anything from crazy bright blue metallic (you would never lose your friend again!) to Russian style double breasted overcoat with fur trim, to classic navy blue and black jackets. One fabric I saw multiple times is black leather, center front zippers and either very clean styles or with multiple studs and pockets. One that sticks out though is the metallic blue double breasted jacket going to the knee with black pointed shoes. It is so outlandish that I can’t help but love it.

Entry #4 Spring Observation

8

An observation I’m made is the sense of ‘Americana’ that has

been going around not only fashion, but movies and video games. I think it comes from Captain America: The First Avenger being reinvented in 2011 with Chris Evans and making Captain America cool again. Spring 2011 was still using a lot of white fabric, but another similarity is the high waist pants/short are becoming more and more popular it seems. A difference I’ve noticed though is that this year’s colors are much more watered down and pastel colored.

Entry #5 Trend Cross Over

9

1. Pastels 2. Ombre 3. Floral 4. B&W Strips 5. Studs

Entry #5 Trend Cross Over

10

The three main trends I looked at were floral, W&B strips, and studs. Each of these can be seen in appeal, shoes, accessories, and intimates.

Entry #6 Trend Reports

11

Studs Reinforced by the play on scale people are design with studs. Some are very tiny and made of rhinestones, while others are large solid standard metal. It’s a refined punk look driven by key placement of the studs.

http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Accessories/2013/April/stud_hardware_footwearaccessoriestrendupdate.html

Lightweight cotton for summer time cover-ups, canvas weight for bottoms and jackets, and always must be well tailored to match. One thing is for sure: it is strictly black and white. Tailored outerwear pieces like the jacket I have on the bias is a good example of this trend.

http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Materials/Inspiration/2013/April/modernist_stripe_textile_emerging_trend.html

Slightly different from my light colored floral picks, the AW 13/14 trends are for dramatic dark floral with animal skin mixes. Looking to traditional blooms of roses and gardenia but with dark backgrounds. Rich reds and purples offset with luminous whites and blacks for any autumn/winter wear.

http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Print_and_Graphics/2012/December/commercial_update_floral_mixes.html

Strips

Floral

Entry #7 Three Fabric Swatches

Floral lace with a large scalloped salvage

61% Nylon, 39% Viscose

Spain

Medium weight cotton denim in a powder blue

Cotton-100%

Italy

Light weight wool blend knit with a printed pattern. Soft and smooth handed

Acrylic-77%

Polyester-15% Wool-8%

Italy

12

Entry #9 Visual Display

13

I really like this display because the dress forms are clean and have very

up to date clothing worn to show people what they have in store. I also like that they have heads, hairs, hats

and sunglasses because it gives people a better understanding of how you can wear the clothing. I also like

that behind the models they have very delicate chains hanging down that

separates the rest of the store from the clothing being shown. It lets people see a glimpse of what the store looks like while still keeping

them separate.

I enjoyed this display because there was a lot of the stores that I like right there and I didn’t have to go into the store to see something that I really enjoyed. The silvery white background was nice so that it did not clash with the shoes since none of them were the same color and they were able to style how the shoes were displayed so they we’re overly crowded.

Entry #10 NEW Movie

14

THOR The Marvel comic based movie series has changed the fashion industry in the short amount of time it has been seen (the first and second). One of the key

pieces is Thor’s armor which is black plated metal scales. The first time I saw the movie it effected me so much that I incorporated it into my thesis collection. Other designers have also brought these beautiful little pieces into their looks

and I know it will only grow in popularity with TV shows like ‘Vikings’ and ‘Game of Thrones’.

Entry #11 Firstview.com

15

Alexander McQueen Sarah Burton

Autumn/Winter 13/14 Retailers including this in their assortment would be special interest boutiques . I enjoy the amount of detail, textures, and regal colors chosen for this collection.

Latticed gold thread embroidery, intricate bugle beading, tiered and full skirted with an emphasis on the waist.

Entry #12 Career Description

16

FASHION DESIGNERS research current and future trends, take the information they have researched and come up with preliminary design ideas, isit fabric manufacturers or fabric trade shows to decide what materials will be used, have preliminary designs sewn, and market their designs at fashion and trade shows. BUYERS research trends to predict furture trends, communicate with garment suppliers, view garment samples, negotiate costs, and decide which styles of clothing will appear in stores PRODUCT DEVELOPMENT MANAGER plans product categories, determining the merchandising budget and specific sales goals, determine the quality level of products, monitor global fashion markets and international trade activity, identify new products, and follow up on all information and time lines involving vendors and provide plans and reports.

Entry #13 Fashion No-No’s

17

-DON’T Go overboard on the neon. It’s not the 80’s and you’re not Nicki Minaj

-DON’T Go out in public in sheer clothing. Keep that for inside

your own house.

-DON’T Wear Uggs. EVER. They bunch up your pants, don’t help elongate your legs, and overall unattractive.

-DON’T Use denim patch work clothing, and then match with your

partner.

Entry #13 Fashion Do’s

18

-DO Use bright colors in moderation. Pair solids with other solids, or have ONE neon pattern and solid.

-DO Think of your feet. There are plenty of shoes that will match your style better than Uggs.

-DO Wear a bra bandeau if your top is

sheer.

-DO Use two different tones of denim and then throw in a pop of color!

Entry #14 Career

Converse Designer/ Textile Developer

19

Entry #14 Career

Converse Designer- All Star Mens Under the Nike organization, Converse is looking for one talented person to join their team as a shoe designer. They’re looking for something who has a bachelor’s degree in a design related field, or 6 total years field experience. The person needs to have the ability to draw, sketch 2D and 3D, use Photoshop, Illustrator, Email, and Outlook or have the ability to learn. Working domestically and internationally is key, along with working on a team, being about to write and speak clearly, and willing to travel. I would be a great fit for this job because I have the artistic talent to start now. I have been using Adobe Photoshop and Illustrator for almost more than ten years and have used it almost every day since. I have also used both Email and Outlook with a large amount of email traffic.

http://nike.taleo.net/careersection/10400/jobdetail.ftl

20

Nordstrom’s Designer for Sweaters /Knits Those looking to become Nordstrom’s sweater and knit designer need to have a bachelor’s degree in apparel, five years or more of experience in apparel design, team management experience, knowledge in MS office suite and Adobe Illustrator, and written and verbal communication skills for working in teams and overseas. The duties for this job posting is going to fashion shows to collect ideas and trends and sketch multiple silhouettes to interpret you fashion vision and the new trends into product lines. Deadlines and calendar due dates must be completed on time, and keep the team you would hire on task, efficient, and effective to those goals. Fabric, trims, components, and research would need to be done for each product line while coaching the team through group projects are completed on time. Nordstrom goes on to highlight they have been named in Fortune’s magazine’s list of ‘100 Best Companies to Work For’. This job I do not feel as confident as I have for the other ones I have since posted. While I believe I have the conceptual, sketching, material search and sewing, and computer skills I feel they are looking for someone who has a lot more experience in this field than I currently hold. I do not have the years of previous experience or shop floor competition. And as they are looking for a sweaters and knits designer I have made few things with knits before.

http://www.stylecareers.com/candidates/jobview.asp

Entry #14 Career

21

Opening Ceremony Accessories Fashion Designer Opening Ceremony is looking for an assistant accessories fashion designer for their showroom in New York, NY. Candidates for this position they require focuses around having both computer and hand design knowledge. Being proficient in Word, Excel, and Adobe programs (mainly Photoshop and Illustrator) is absolutely required. On the other hand, hand illustration, flat sketching, pattern making/marking, cutting, and grading are required to apply. Experience with different types of fabrics, trims, leathers and how they work (or don’t!) together in application. Being able to communicate digitally is a must for this company. Those applying need to have experience with domestic and overseas development and communication, and to act on any problems or designs. Deadlines will be tights and those applying will have to stay cool under pressure with a team. Candidates must have a degree in fashion design, at least 1 year accessories-related experience, and can NOT be a recent graduate. There are two big points that would not allow me to even get to the interview. I am in my last semester of my fashion design major, I have never had an accessories-related experience, and I have never worked with an overseas company. I have the design and teamwork skills they are looking for, but I would need to wait a year or so to apply, build my accessories experience, and work for a company who would allow me to obtain some kind of experience with a company overseas. I think they would benefit from someone who went for fashion design, but maybe had a minor in either (or both) business management or jewelry design. Someone who works this job would probably have a lot of late nights, sleeping in the office, an unhealthy amount of coffee consumption, and would need to have a flexible schedule.

Entry #14 Career

22