The artistic direction of a brand is the aesthetic orientation that its founder wishes to take. It includes all the choices that concern the taste, values and atmosphere that make a project unique. This subtle and personal recipe guides product design, communication and the creative steps that lead the development of a project.

A brand creation usually starts with a fresh idea that is a driving force to get started. Once the project is launched, it is common to find there are many areas where decisions need to be made. Creative spirit and appreciation are required. Being a good art director is not easy because it needs to be open to multiple possibilities and make quick and consistent decisions.

Only a matter of aesthetics?

It doesn’t seem obvious to work in art direction. It is often imagined that this field is strictly individual and subjective, linked to intuition. However, when working on the artistic direction of a brand, it is not a matter of discussing tastes and colors, criticizing them or changing them. Rather, it is about enriching it. Creativity and taste can be stretched, refined and diversified. Just as we educate the mouth to the flavors of food, we can work on the artistic orientation of our project.

How does this approach differ from a marketing study, a customer need or a trend analysis? The principle is to be inspired and to look around with curiosity; but then to come back to oneself, to one’s ideas and intuition. And then to the foundations of one’s brand by using a methodology. This allows to remain autonomous in one’s decision making and to remain original in one’s vision.

Methods to work better with partners

When we are not trained, it can be difficult to determine what we want and to put it into practice. It can also be difficult to communicate a mindset to a collaborator or a service provider. If we get used to work on this with situational exercises, we can acquire more ease in having personal ideas and communicating them, or in giving feedback on proposals made to us. This way one gains autonomy and can try to make one’s project as original, coherent and creative as possible.

The fashion world is very competitive. Having solid foundations for a brand allows to keep a course in its artistic orientation. The exercises proposed in the training I provide allow to appropriate its aesthetic to better combine and apply it in the desired areas.

› Working on your artistic direction with training or consulting services

L’article What is the art direction of a brand? est apparu en premier sur Marion de Castilla.

Mood boards give the precise tone and act as a jumping point for the processes used to create a collection from scratch: selection of color ranges, clothing lines, print creations, accessories, communication, photo shoots… Awaken creativity, strengthen perspectives, and guide a collection by putting imagination, desires and inspirations to paper. A delicate, minimalist atmosphere or an exuberant, colorful one?

The research of inspirational images allows to refine the design and finishing ideas; then numerous sketches are realized to mix the influences, to give a unique identity to the model, to have an exclusive design. At the same time, the search for the fabrics materializes the collection; the sourcing allows to meet the fabric suppliers and manufacturers who will produce the clothes.

Once the models are determined, they are displayed in the form of a collection plan to have a clear overview of the whole. The technical files enable us to present the details of each piece to clear overview of the whole. The technical files enable us to present the details of each piece to the parties involved: pattern maker, independent technical office, manufacturer…

Design and launch of the collection done, it remains the tracking of the collection with the fitting of the first prototype to make sure of the garment’s well-being. After the first feedback, several prototypes are made in linen and then in the definitive material. At the same time, color and pattern samples are approved.

› Work together on your collection

L’article Creation of a collection est apparu en premier sur Marion de Castilla.

The idea of creating a coalition of brands was born in the spring of 2021 when hundreds of brands responded to the call on Linkedin by Thomas Huriez (1083) and Julia Faure (Loom) who asked to add the “R” of “Reduce” to the campaign “Reuse – Repair – Recycle” of the eco-organization of the Textile Industry.

The initiative launched then aims to question the government on the respect of the Paris agreements. By bringing concrete proposals for the textile industry, nearly 300 professionals from the textile world expose how the fashion industry must transform itself to drastically limit its contribution to global warming.

A first tribune was published in Le Monde in the summer of 2021 and a resolution proposal will soon be presented to the Assemblée nationale.

Carbon tax at the borders, environmental display, eco-contribution, clothing repair… the list is long and very well explained on the website www.enmodeclimat.fr.

Any brand or professional of the textile industry wishing to be a signatory, whatever its size, is welcome to join the movement.

Here are some videos that explain why it is necessary to mobilize:

L’article En mode climat est apparu en premier sur Marion de Castilla.

The client is hyperconnected through networks, but also ready to wait for a wanted object.
He’s looking for meaning, know-how… and supports a value-based approach. Brands are storytellers that must link desire, sustainability and quality.
The textile industry must work as far upstream as possible in the chain of manufacturing processes; to gain the customer downstream, it is necessary to go back upstream.

Questions that will be asked again and again: Do you use recycled materials? What happens to your products at the end of their life? Can your products be repaired?

In 2030, to be responsible will be = to be militant + to position + to be desirable + to be competitive.
The consumer supports the brand and makes a purchase pact.

www.r3ilab.fr

L’article Scenarii 2030 – R3ilab est apparu en premier sur Marion de Castilla.

Combined with the presentation of these new materials was a set of conferences about the initiatives in the textile industry and the fashion horizon of tomorrow: a sustainable fashion which integrates innovation with creativity.

www.premierevision.com

L’article Smart Creation – Première Vision est apparu en premier sur Marion de Castilla.

The aim is to recycle Camargue agricultural waste (rice, sunflower and cane crops) and to promote traditional crafts. An example of an object from this workshop: the seaweed vase. An original approach and a nice, aesthetic purpose!

https://atelier-luma.org/

L’article Atelier Luma est apparu en premier sur Marion de Castilla.