Fashion Design Development PDF

Lecturer- Ms. Chamodi Samarasinghe B.Des (Hons) Fashion and Lifestyle Design, University of Moratuwa  DS 1 Unit 01- Understanding Designing Unit 02- Visual Effects in Fashion DS 2 Unit 03- Colour & Texture Unit 04- Design Principles DS 3 Unit 05- 20...

Lecturer- Ms. Chamodi Samarasinghe B.Des (Hons) Fashion and Lifestyle Design, University of Moratuwa  DS 1 Unit 01- Understanding Designing Unit 02- Visual Effects in Fashion DS 2 Unit 03- Colour & Texture Unit 04- Design Principles DS 3 Unit 05- 20th Century Fashion Colour Supplement  1. Design Concepts 1. Introduction to design 2. Design Elements and principles 3. Visual Effects 2. Fashion Concepts Content- Day 1. Introduction to Fashion school 1 2. Fashion Categories 3. Fashion Silhouettes 4. Figure types TAI 4472 DS 01 – UNIT 01 Understanding Design What is DESIGN? Design is the human power to conceive, plan, and realize products that serve human beings in the accomplishment of any individual  In the creation of design all future stages of product lifecycle are considered. Such as Collecting information Design Manufacturing Selling Marketing Purchasing End using Disposal Design Philosophy Philosophy of design is the study of assumptions, foundations, and implications of design. The field is defined by an interest in a set of problems, or an interest in central or foundational concerns in design. Stages in the Design Process Pre-Production Design Stage : 01 Problem Design During Post production feed Design Brief Production Stage : back Stage : 03 Investigation 02 Manufacturing Development Testing Evaluation Alternatives Evaluating Conclusion Solution Models Prototypes What is fashion? People use fashion to PRESENT THEMSELVES to the public eye. What we wear is an image of what we want the world to see. A style of clothing worn by most people in a community/society within a period of time. 3 components: Style Popularity timeliness  Classic Fashion A fashion that stays indefinitely. It’s a timeless fashion. T shirt Checks Wide & strips Florals shirts Denim pants Polka Sneakers dots shorts  A fashion that dies out quickly and whose greatest Fad Fashion appeal is the novelty. Time base Fashion life cycle  High Fashion Elegant Fashion Dramatic Fashion Fashion Classic Fashion Categories Conservative Fashion Western Fashion Casual Fashion Grange Fashion Futuristic Fashion Haute Couture (High Fashion) Extreme level of fashion High -quality Expensive fabric Sewn with extreme attention to detail Most experienced and capable operators Unique -one of a kind design Haute Couture = French culture Pioneered by Charles Frederick Worth in 1858 it comes to fashion, France is a powerhouse. a term carried by several fashion brands and which may not Haute Couture fashion shows are like theatre! Charles Frederick Worth © Wikipedia Elegant Fashion Expensive, Muted solid colors, well fitted, fine fabrics Semi custom made/ can be altered. Dramatic Fashion Glamorous, sharp contrasting and glitzy impact. Usually asymmetrical Rare and trendy Custom -made or altered to fit. Classic Fashion Town & Country famine look Business and corporative look Beige, navy, red, black and blue Durable and natural fibers with simple looks Timeless and expensive. Conservative Fashion (Feminine/Demure) Traditional old fashion Should not be misunderstood as classic. Pastel soft blends Flowing, calming, round curved semi fitted dresses high in price Western Fashion Opposite of conservative garments Up coming fashions relate to the western cultures Basic denims, durable, simple easy fitted. Earthy tones. Casual Fashion Day to day life styles- simple , comfy and easy. Includes denim, feeling at-home, sometimes western Grunge Fashion Popular during the early 90's Emphasis of younger generations Exaggerated constructions, separates, and coordinates Inexpensive, youthful, blend fabrics Futuristic Fashion Look like electronic and the computer ages fashion Misty and Unrealistic Sci-fi, cyberpunk, avent-garde  Design Elements Components or parts which isolate define visual design or work of art. They are the structure of a work Design elements include: Point, Line, Shape, Value, Texture and Colour Point The first and simplest element of visual. design.............. A series of points can attract attention Series of points creates shapes Represent complicated objects in a simple way. Direct attention  Line Lead the path of eye movement to, – up and down – Side to side – Around an object An extension of a point Separate the inner and outer spaces Connecting parts Straight lines, Curved lines, irregular lines, diagonal lines, Horizontal lines, zig-zag and vertical lines etc. Plane An extension of a line It has a length and width, but no depth. planes are formed by walls, ceilings, floor etc. Horizontal plane- suggests repose. Vertical plane- suggests stability. Curved plane -suggests motion. Diagonal plane- suggests movement and dynamic forces. Shape Defined as an area stands out from the space or around it due to a defined boundary. Implied boundary Geometric shapes Organic shapes The basic shapes Mechanical shapes Organic shapes  There are two kinds of space. Positive Negative Positive space is where shapes and forms exist Positive spaces are those occupied by the main subjects of the work. negative space is the empty space around shapes and forms Illusion of space and depth a) Size & vertical location b) Overlapping c) Detail (aerial or atmospheric perspective) d) Linear perspective Negative space Making proper use of space can help others view Positive space your design as you intended. White space or negative space is the space between or around the focal point of an image. Positive space is the space that your subject matter takes up in your composition. The spacing of your design is important because a layout that’s too crowded can overwhelm the viewer’s eye.  From refers to the three- dimensional quality of an object. (due in part to light and dark areas) Form When light from a single direction hits an object, parts of the object is in shadow. Light and dark areas with in an image provide contrast that can suggest volume. Shape and form Positive and Negative space Value Relative degree of Light areas - lightness and darkness happiness, fun, in a hue. Use to gaiety, closeness, describe objects, and warmth. shapes, and space. Dark areas - gloom, mystery, drama, menace while  It leads the eye. Use color to change the effect of value. simply the difference between the light and dark areas(Tonal contrast) Creates a focal point.  Surface characteristics Experienced through the touch or illusion Texture Actual textures can be used- cloth, boxes, small objects, and natural items  Tactile Visual Be felt by touch (rough/ Can be seen prickly/ crisp/ smooth) (shiny/dull/matte) Why texture important to fashion It can increase or decrease the appearance of the body It can draw added attention to a design wrinkled thick Bulky Shaggy n fuzzy smooth Shiny Colors Prime factor when customer selects a garment Color is the reflection of the light by an object. Color may be described as an impression of visible radiant energy of certain wavelengths.  Colour can be described with 3 main details Hue- name of the colour Value- lightness or darkness of the colour Intensity- brightness or the dullness of the colour. Color wheel The basic pigment color wheel is the basis of color mixing and color schemes Red + Blue = Violet Red + Yellow = Orange Yellow + Blue = Green In theory secondary colors are two primary colors mixed together in equal proportions. However in practice as the tinting strength of colors is different this is not the case. For example when mixing yellow and blue, a smaller amount of blue is needed as blue is darker than yellow. Additive Color We now know that color vision actually depends on the interaction of three types of cones—one especially sensitive to red light, another to green light, and a third to blue light. Red, Green and Blue (RGB) are known as the light primaries or the additive primary colors. Red + green +blue lights = effect of white. This is called Additive Mixing. Most commonly found in TV’s and Computer Screens  The combination of two of the standard three additive primary colors in equal proportions produces an additive secondary color—cyan, magenta or yellow These are the standard primary colors in subtractive color systems used for pigments, inks, paints and dyes Subtractive Colour Colours are created by subtracting (absorbing) parts of the spectrum of light present in ordinary white light Because of the “taking away” of colour to make white this is called subtractive mixing Red + yellow + Blue= effect of black. Balance Concept of visual equilibrium. Explains symmetrical, Asymmetrical balance, Radial balance Proportion Interrelationship of the sizes of all the components of a garment. Proportion and balance Proportion and scale Rhythm Timed movement through space: an easy, connected path along which the eye follows a regular arrangement of motif. Explains Linear rhythm, repetition, Alternation and gradation. Harmony Harmony pulls the pieces of a visual image together Sense of cohesiveness between the elements in a composition Unity The principle which summarize all other principles and elements in a design Harmony of all the parts.  Unity can be achieved by Movement Object seem to be moving in a visual image Refers to the path the viewers eye take through a composition. Affect the eye movement  Emphasis The outer interest in a design First thing you see when you look at a design. Techniques used to emphasis objects: Emphasis by contrast Emphasis by isolation Emphasis by placement  Emphasis by placement Emphasis by Isolation Emphasis by contrast Fashion Optical illusion 1. What is fashion optical illusion? 2. How it can be applied to fashion? Visual effects – Optical illusion Shapes, colours, and line distortions to trick the eye and brain How many faces you can see? Optical Illusion in Clothing Different types of lines create optical illusions in fashion design We can narrow, widen, heighten or shorten our appearance by skillfully using lines in a garment Lines on female body A. Vertical lines B. Horizontal lines C. Diagonal ines D. Divergent lines vs Convergent lines in the shoulder area Light and Dark on female body Vertical Lines It increase, emphasize, reinforce body lines & angles and counter curved lines & rounded body areas Horizontal Lines Horizontal line increases, emphasizes & reinforces width, bulk, and shortness.  Tend to slenderize the whole more than Diagonal Lines abrupt vertical lines. usually creates an asymmetrical design Methods of adding lines in garment Fabric construction Structural construction Decorative application on garment Lines and Curves Light and dark Fashion concepts 1. Introduction to Fashion 2. Fashion Categories 3. Fashion Silhouettes 4. Figure Types  What is Fashion? Fashion is a style that is popular at a particular time Cambridge International Dictionary of English Fashion is the prevailing mode, especially in dress New International Webster’s Comprehensive Dictionary What is Fashion? Fashion is something or someone that is in vogue (elegant) at present. Fashion is the accepted day to day way of dressing at a given time TAI 4472 DS 01 – UNIT 02 Visual Effects in Fashion Fashion Silhouette Shape or outline of the garment What we see from distance First impression of garment Once silhouette related to the body structure, it becomes a good fashion style Cuts and construction methods of garment creates the Shape of fashion Main silhouette types Triangular Hourglass Inverted triangular Rectangular Round Derived Different Silhouette Types Different Figure Types Male or female human body shape Categorized in to the Six Types, Triangular Body Shape/ Pear shape Wider waist and smaller shoulders Generally have a full lower half body Inverted Triangle Body Shape large upper half Slim lower half Wider & undefined waists large busts large shoulders Small hips Thin legs Rectangular Body Shape Known as a boyish figure, Banana shape, H frame or straight Top and bottom measurements are about the same size. Hourglass Body Shape Large bust and hips, and a small waist Waist is so smaller than the bust and hips Most highly desired body type Diamond Body Shape Opposite to hourglass figure Waist is thicker than the shoulders and hips. Thin legs. Rounded Body Shape/ Apple shape Oval appearance of being round Undefined waist and a large stomach Different silhouette types in practice A-line Shift Tent dress Empire line Different silhouette types in practice Princess line Asymmetrical Bell line dress Balloon line Visual effects Basic visual elements : dot/line/shape/direction/value/hue/saturation/texture/dimension/m otion Analyzing artwork> start with visual effects Visual literacy Visual awareness has been a key element for communication Ex: cave paintings – communicate with symbols Verbal literacy came after symbols and these meanings change into alphabets Motion of visual literacy Motion in visual images is always an illusion Use of motion helps ground visual images in our experience of the real world. Depth as a visual effect Scale is visual element to create illusion of depth in 2d plane Pioneer of the technique: Raphael, a Renaissance artist introduce concept of using scale as a creation of depth. Basic principle: object diminish in apparent size as they approach the horizon Depth painting examples: Sketch book preparation https://www.youtube.com/watch?v=uzHMlQJmnU0 End of the Day School Session