Friday, 2 December 2011

Transfer printing and window display design for VS

To create a campaign that would raise awareness to females to donate their old unwanted bras to help women who cannot afford them in Kenya and Zimbabwe.

I went to the Textiles department to see if I can get the typography sewn onto the bras but have found out that the machines available will not be able to do this. The only way I can do this is by hand sewing the typography with running stitches. As I am not capable of hand sewing the typography on the bras professionally, I am going to make my work presentable to a production house by creating a visualisation where it could be made professionally. The visualisation would help them as well as the client to understand the visual aesthetic intended. 

I have created typography out of ribbons and have photographed them as scanning them would not 
create the same tactile aesthetic. I have manipulated them on Photoshop by arranging them onto the bra to show how the end product will look like. 

Visualisation of the typography that will be sewn onto the bra for the bra donation campaign.© Kasumi Miyake 2011
I have considered how it will displayed in underwear shops so that it would not be missed by customers. Instead of displaying them in front of the sold products, it would be more effective to create a display in the shop which exhibits them so that they would not be misplaced. This would be more effective as the permanent display area would make sure that the female target audience would see it. I have exploredin-store shop displays for underwear shops and have arranged the bra in context to show how it would work in real-life.

Visualisation of bra displayed in a shop.

As this campaign aims to raise awareness and increase action to donate old, unwanted bras I thought it would be able to reach the target audience if this campaign were to be showcased in Victoria’s Secret Fashion show. The famous underwear brand hosts a annual fashion show that attracts worldwide attention. Unlike high fashion catwalks, the brand hosts a fun show that creatively displays bras so this would be an ideal event to promote the campaign not on a national level but on a global scale. I have incorporated in my initial storyboard rendered images of the fashion show displaying the typography on the bras to show how it would work in context.
Visualisation of bra displayed in Victoria Secret Fashion show.

Visualisation of bra displayed in Victoria's Secret Fashion Show.
I have tried experimenting with transfer printing to see how the bra design could be visualised to be able to present to production companies to show how the ribbon typography would appear on a bra.

Experimentation of transfer printing typography on bra.  © Kasumi Miyake 2011

Experimentation of transfer printing typography on bra. © Kasumi Miyake 2011

Experimentation of transfer printing typography on bra. © Kasumi Miyake 2011

Experimentation of transfer printing typography on bra. © Kasumi Miyake 2011

Experimentation of transfer printing typography on bra. © Kasumi Miyake 2011
I would still need to refine the positioning of the letters to that they are fully legible.
The typography did not appear on the black bra so it would be more effective to have the design on a white or nude coloured bra.

As well as focusing on the in-store display, I will also explore the shop window display to create a theme that would be cohesive inside and outside the store to anchor and enhance the campaign’s message.  Going back to my research, females appeal to advertisements that employ females to present the bra so I intend to create a poster that has the model wearing the campaign bra with vinyl on the window in the form of illustration and typography to anchor the campaign’s message.

Here is a initial idea of what the window display could look like. (The model will be wearing the bra 
donation campaign bra- I have superimposed the typography in the image).

Vinyl on window

© Kasumi Miyake 2011
Poster Inside window display

© Kasumi Miyake 2011
How it would appear from the store front

© Kasumi Miyake 2011

I will also have to consider the in-store display. I intend to create a display that will be visible to the 
customers with mannequins displaying the campaign bras set on a table with free-post bags readily 
available for the customers to feel free to pick up.

Areas to develop: in-store display, window display, check with tutor if bra visualisations will be suitable,
free-post bag design.

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