Layout 2 - The Fashion Designer Guide

Q. When researching a new collection how do you manage to sift
through all the clutter and focus on what's important?
A. Each collection we work within a design brief, this helps you focus when conducting your research.
I tend to gather as much information as I can and select the strongest elements. In my case I pay
attention to small details (a stitching technique, textures, colors, etc.) and mix these elements with
what I´m feeling strong about on that particular season.
Ana Borges, Footwear Designer - Jaeger London
A. …by understanding completely who your target customer is. Designing is like acting, you must get
into character, I do not design for myself - I design for the customer. They may be male or female, they
may be young or old, they may be conservative or outrageous in taste. Until I know who the customer
is and what they want to wear the research is a whole load of clutter. I sift through it by getting into
character and asking myself, ‘would Ms. X like this?’
Jessica Good, Designer - shoedesign.co.uk
A. I simply do a selection of ideas, concepts and fabrics that catch my eye, I collect things that I find
new, interesting, unique, unexpected, attractive, inspiring, in fact all what I like and that I sometimes
may find by accident. Then I have to check if my selected ideas and fabrics can suit the seasonal
theme and from there I may tweak, adapt some ideas to make them even more relevant to what I want
to achieve. I fix myself a goal, i.e. a look and feel I want the collection to achieve and with this in mind I
narrow down my selection of ideas to essentials for the season.
Pascal Nuzzo, Head of Design, Leather Goods and Accessories - Temperley
Q. Some designers seem to have a vivid approach while others are more
systematic - which style suits you best and why?
A. I consider myself to have a quite vivid but systematic approach when it comes to design, it’s part
of my personality and it helps me when dealing with my workload and creative process. Over the
years I have developed a process that works for me and I follow it instinctively. In the design process
there are different steps through which you have to go. It´s the same if you are more systematic or
less, you will always have to go through each step of the process to be able to fulfill the design brief.
The way you deal with it is more of a personal thing.
Ana Borges, Footwear Designer - Jaeger London
A. I tend to be quite spontaneous and unstructured when it comes to design, as it is my way to keep
creative. However when it comes to development, I want to keep things tidy, accurate and more
systematic.
Pascal Nuzzo, Head of Design, Leather Goods and Accessories - Temperley
A. I think both have their advantages and disadvantages. But ultimately I think it is more successful
to ground your creativity in a framework or process, so that you don't lose track of the end goal, or get
too caught up in your own head. I am by nature a very ‘daydreamy’ sort of individual and of course I...