Dismantle

DISMANTLE
Karolina Tamara
Sikorska

DISMANTLE // Brand’s concept
DESCRIPTION OF THE BRAND
The company can be characterised as an combination of the labels
focused on the vibrant youth movements, which are the leading wing of the
contemporary fashion scene and brands focused on high-quality printed
textiles.
Brand’s collections will be made locally and with a limited amount of an
each style. The company will try to manufacture the collections in the most
possible sustainable way of production, with an emphasis on respect for
the craftmanship. The collections should be curated as celebration of artists
and actual art. Behind every piece, there is a special meaning, representing
the trend, symbolising and honoring the youth, sexuality, human body,
freedom and diversity.
The brand’s name is an English verb of dismantle, which can express two
main meanings: to take (something, such as a machine or structure) apart
so that it is in separate pieces and to destroy (something) in an orderly way
: to gradually cause (something) to come to an end. This should signify the
new direction of the perception of the world at the moment, to break the
preconceived norms from the past. The products are tending to help to
shape the future of fashion, but still remembering the heritage of the past.
The principles standing behind the company can be stated as transparency,
creating community surrounding the brand and its founders.
BRAND’S DNA
VISION
To empower people around the world through fashion
design taking all the actions in sustainable way.
MISSION
To create unique high quality products for young people
to embrace their personality & celebrate diversity.
VALUES
diversity, creativity, unity, courage, rebellion, freedom,
artistic aproach
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DISMANTLE // Target group and personas
DESCRIPTION OF THE CONCEPT
‘To erase the norms,
celebrate the imperfection & to
liberate’
TARGET GROUP
Age: 20-34
Location: Big cities
Gender: Male/female/everyone in between
Income level: 15000-25000 DKK per month
Education level: Higher education
Marital or family status: Single or non-formal relationships
Occupation: Young creatives - journalists, graphic designers
etc, students
The choice of target group is motivated by the fact that young
adults are very influential target group in fashion, always up to
date with trends and brave in their style choices. To visualise
target group were created two personas.
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Kim, 31
Photographer,
freelancer
“I live with my girlfriend in the loft in
Nørrebro, where I have my studio as
well. I’m a busy person always involved
in different projects. I’m a Danish Royal
Academy of Art graduate. Usually my
day starts with having a cup of coffee
from The Coffee Collective. I’m a
social person, often going to parties
and networking, but I like cycling far
away sometimes on my own and
listen to the music. When it comes to
fashion, I like to standout.”
Freja, 23
Fashion design
student, barista
“My home is Vesterbro. I live with 2 of
my friends. Besides studying fashion
I’m as well performance artist and
DJ. I make techno music and play at
raves. My life is always colorful and I
meet a lot of interesting people doing
different stuff. I’m a big fan of Japan
and japanese art, which from I take a
lot of inspiration in my work. I love to
travel. Last 4 years I was living abroad
and exploring European capitals.
My style could be described as an
experimental and vibrant. ”
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DISMANTLE // Design Method
TRIANGULATION
MATERIAL
SHAPE
COLOR
PRINT
SILENT
MOVIES
full of contrast
dramatic
disturbing
movement
YOUTH
TONIC
rebelious
unisex
freedom
oversized
experimental
BODY
texture
gender
detailed
sexual
imperfection
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MATERIAL inspired by Youth Tonic trend
but as well by a Body texture and lines on
the skin. Youth Tonic brings in mind usage
of cotton that is comfortable and suitable
for everyone and Body something that is
natural.
keywords: freedom, sexual
SHAPE mostly inspired by Youth Tonic
trend and fading of genders. The silhouette
is oversized to fit all body types. It takes also
movement from Silent Movies.
keywords:experimental, freedom, oversized,
movement, unisex
COLOR equally inspired by Silent Movies and
Youth Tonic. A lot of black and white with solid
color accents and a bit of details.
keywords: rebelious, unisex, full of contrast,
dramatic
PRINT equally inspired by Silent Movies and
Body. From Silent Movies it takes the contrast,
graphic feel, expression. Body is a subject for
an experiment and taking it apart. Nowadays
people explore body a lot and the boundries
are faded.
keywords: full of contrast, disturbing, dramatic,
detailed, texture, gender

SAMPLED MOODBOARD
The photo in the centre was chosen because it
shows person. We don’t know if is either boy or
girl, especially because of the jacket that person
has on. The picture as well is in the contrast red
that will be used in the collection. This photo
reminds the trends from Youth Tonic and it’s
red accent. Picture with the bodies and cutted
face is and inspiration for a print design that use
repetition of the motive and is sampling.
Portrait in the left down corner reminds about
uniquennes and trend for being different and
yourself and standout. The artwork above the
portrait comes from the 70’ colouring book and
it’s placed in the context of breaking rules and
being rebelious.
KEYWORDS:
-repetition-
-contrast-
-sampling-
-unisex-
-dramatic-
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MATERIAL
Some of the fabrics for the collection have to be very stiff
and having a feel of paper feel, hard to iron. Some of the
fabrics suppose to be lighter but still have some sort of the
stiff structure but a bit see through.
Photo in the top left corner shows facade of the building
and how the texture of the fabric should look like. Top right
one with legs shows the contrast between harder structure
and softness of the body. Two fashion pictures shows how
the wanted fabric falls on the body. Folded black paper is
chosen to give the feel of the thickness.
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PRINT
Picture on the top shows visual artist Yayoi Kusama and
her artwork. Is used as a strong accent being obsessed
with repeating the same motive again an again and digging
into the same thing in different ways. The bottom one
shows the contrast of the similar element used many times
in the print. Portrait of the women express the overall feel
and exploration of body parts and being not able to use
your senses, some distortion. Print has to be contrast,
powerfull, young and expressive.
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COLOR
Color palette is limited to very contrast Fairy Red, black,
white and different shades of grey. Photos presented in
the color story shows how the color interact in different
designs. Red as a contrast color is mixed with black a
lot. White and black and are different background for the
standout accent of red.
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SHAPE
Two pictures of the body are used to show the fluidity
between the genders and that everything fit to each other.
Three fashion pictures are set together as and inspiration
for a shape from Youth Tonic trend for tracksuit and the
shape that fits everyone.
Silhouette has to be oversized and loose.
It’s gender cool.
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COLOUR STORY
COLOURWAYS
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DESCRIPTION OF
THE COLLECTION
Single item collection will be based on
shirts design. Each piece is a statement
itself, intented to be wearable art piece for
young expressive crowd. The shape of the
garments will be oversized to fit all the body
types and the size range is the same for all
of the genders. Woven hand printed fabrics
as cotton. Prints included in the collection
will be very contrast and graphic, taking
as a subject of exploration and redefinding
human body and its details.
full of contrast
dramatic
texture
detailed
unisex
experimental
freedom
oversized
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DISMANTLE // Design process
SILHOUETTES
PRINT
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COLOR MIXING
SKETCHES
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DISMANTLE // Print collection
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DISMANTLE // Print collection
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DISMANTLE // Collection overview
DELIVERY: APRIL 2017
DISMANTLE SS18
101/ear-short-basic price
102/ear-lon
DESS: 6643
EARS DUMPLING
FABRIC: Cotton poplin
Construction: Woven
Composition: 100% cotton
PRINT:
DESS: 7544
EYE DROP
FABRIC: Canvas
Construction: Woven
Composition: 100% Cotton
PRINT:
DESS: 8525
LEAF REFLECTIVE BASIC
104/hearthh-shirt-medium price
FABRIC: Cotton poplin
Construction: Woven
Composition: 100% Cotton
PRINT:
DESS: 2462
DRAMATIC FACE
FABRIC: Canvas
Construction: Woven
Composition: 100 % Cotton
PRINT:
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g-medium price
COLLECTION OVERVIEW
103/eye-long-core price
Non gender, unisex collection was created
as a statement artwork pieces to
be worn and feel confident. All the shillouettes
by it’s oversized shape, lenght,
drop shoulders would fit every kind of
body and look in different way . Prints
used in the collection are a strong message
as a blend between what is considered
as a feminine, what is masculine
and what’s in between without any
prejudice to escape the boxes. There is
used only one accent color to remind
the color of the blood, that in all of our
veins is exactly the same.
105/bloody-face-core price
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Karolina Tamara
Sikorska
2016