LeMoir FW 2013
This project was developed for a client who wanted insight into American lifestyle trends in order to create a collection for a commercial Japanese retail store (not available abroad).
The project was divided into 3 themes: Teacher's Pet, Country Store and Trading Post, further explained below.
Deliverables included the concepts shown, retail samples, and an explanation of how purchased samples and additional product images reflected the themes.
Cover Page
Teacher's Pet
This theme focuses on the back to school element of Fall fashion. Inspired by the popularity of 'nerd culture' as evidenced in popular television shows like Big Bang Theory, this theme takes a modern spin on classic prep by incorporating acidic colors, retro-futuristic imagery (like robots) and clever, verbiage-based graphics that celebrate bookishness. Accessories like ties and glasses are important in styling.
This theme also incorporates the recreational side of Back-to-School, including varsity and after-school elements.
Teacher's Pet Theme Cover Page and Key Color Palettes
Mood Pages - as noted above, styling here includes glasses, ties, bow ties, loafers and other 'nerdy' or bookish elements. Important bodies include preppie staples like peacoats, duffle coats and blazers. For sportswear, there is a refined, slim, 60s-reminiscent silhouette at work here. Ladylike details like collars, pearls, bows and elegant sparkle are important for girls.
Graphics, Print and Pattern Pages - graphics use robotic elements or classic prep iconography (shields/crests) in retro, acidic colorations. Word-based graphics with nerdy overtones are also used here. Prints focus on micropatterns for boys, polka dots and simple allovers with innocent, girlish motifs (bows) for girls. Bold, classic rugby and regimental stripes strong for both boys and girls. Argyle, pinchecks and balanced plaids also seen.
Glitter, subtle sequins and sparkle are very important for girls.
Country Store Theme Cover Page and Key Color Palettes
Mood Pages - this theme is inspired by the nostalgia for a do-it-yourself, homesteader life that is an important part of American heritage. Fabrics are natural and classic, including corduroy and denim, and have a strong, sturdy, 'homespun' feel. Colors are muted, silhouettes are boxy, rugged and innocent. This is where utility and workwear details come into play.
Graphics, Print and Pattern - Graphics use naive, quirky motifs like moustaches and top hats or are inspired by packaging of provisions (like flour, seedbags) that were informative and useful on the frontier. Verbiage-based graphics celebrate work ethic and self-sufficiency. Printwork is strong for girls, with delicate calico prints being predominant, often embellished for three-dimensionality. Ticking stripes are seen in this group.
Trading Post Theme Cover Page and Key Color Palettes
Mood Pages - This is the 'winter holiday' theme, and is inspired by intersection of native and settler cultures. This group is where we see the deep winter sweaters, outdoors-y parkas and skiwear as well as fur. There is a cabin retreat feel.
Graphics, Print and Pattern - Nature and animal motifs are very important for graphics, and usually shown in a soft, etched technique. Hand-embroidery (or techniques reminiscent of hand-embroidery) are used, with an emphasis on cross-stitch or Native American patterns. There is a strong Native American influence in embellishment and embroidery. Fair Isles, Blanket Stripes and woodsy plaids are also seen here.
