final design

This is my final design and a potential advertising campagin picture

These are my flat working drawings and final designs for the new Harajuku Lovers range

swing tag

This is the swing tag I would create for my new clothing line.

storyboards

Here are my there storyboards, the top image is Harajuku Lovers as they are already, the second image is my personal storyboard and the third image is the new direction I would take the brand in

current trends

press release

Harajuku Lovers Apparel press release;


June 7th 2010

Harajuku Lovers Apparell
"A fatal attraction to cuteness!"

Coming soon to a high street near you, the new apparel line from Gwen Stefani's Harajuku Lovers is launching this Autumn. Cute, fun and quirky, this line will bring out the Harajuku in you! This new and affordable range is like no other current store and is totally unique.

Following on from the Harajuku Lovers perfume range, this clothing line is a new branch of Gwen Stefani's label.

Further information available at www.hellogaia.blogspot.com. Contact the company at this address or alternatively at amazing_or_what@hotmail.com.

inital design sketches

harajuku lovers brand

Past advertising.

These are the original adverts for Harajuku Lovers fragrance. The bottles are the original designs, and have since been adapted seasonally and re-released. I think their advertsing campaigns are quirky and original and their website, http://www.hlfragrance.com/ reflects this too. The perfume bottles have a collectible feel and therefore a great selling point as when re-released, fans of the fragrance are likely to buy more and collect the bottles. I especially like the first image, and think the outfit the girl is wearing is a really good representation of the brand and representative of the sort of collection I'd like to design for this project. I'd like to reflect this seasonal re-release in the collection I intend to design and design an outfit for each season.

personal storyboard

harajuku lovers

Created by Gwen Stefani, this is currently only a brand of perfume. I think that there is great potential in this brand for it to be broadened into a fashion range. Many famous brands are as renowned for their fragrances as they are for their fashion ranges, such as Chanel and Christian Dior. The brand already has a very definite style and direction, as it is named after the Japanese street style trend 'Harajuku' which takes its name from the small district in Japan this style orginiated from. The brand already re-releases their fragrances with seasonal bottles and promotional gifts like towels and pencil cases, and I would like to design for there to be an outfit for each of the five perfumes at every release. There is already a merchandise range, but I would like to design a more mainstream label for the brand to break out of the merchandise fashion ranges. There are also garments and accesories available in Taiwan under this label, but there is no UK store or range and I think there is room for it in the current market.

styling

Styling :3

These two were kind of to show off how awesome I think bomber jackets are, especially silken and embroidered ones, and how excellent my yellow ray bans are.

This is a stupid arty shot what with the lack of face, but the bowling bag is really the main focus here. I got it from Pull and Bear, which is a shop just like Bershka, owned by the same people too, just only available in places like Spain.

This is Cait wearing a jacket I bought at Miss Selfridge but was on sale and a size too small for me. The top has a deer on it but you can't really see it and I don't understand this site enough to try and get the picture up here. I also am fully supportive of the whole showing-the-bit-of-your-tights-you-aren't-meant-to-show thing, especially when socks are worn over them. I've been interested in this since Gaga did something similar in the Love Game video, except she had diamond encrusted pants and Chanel shoes.

This was something I was trying to do with flesh and black tones, by matching the shoes with the two tone tights (WHERE can you find white and black ones of these by the way?). I haven't got much else to say about this except I really like it.

This was playing with the current lace phenomenon in fashion, as if everyone had forgotten about lace and how cool it was. I like how the black and pink contrast but sort of match in a wrong kind of way with the double lace.

The dress is from Topshop in London and so so so short. The silk jacket was from Urban Outfitters and is vintage. (Yay!)

Lovvve this outfit, this is a nightdress I bought from H&M but I fully intend to wear it as a dress, however these photos make me want to give all my clothes to my sister as she makes them look way better than I do.

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I was thinking about what sort of thing I want to specialise in next year, hoping this would get me closer to an idea for a work placement. My first idea was styling, as I have just bought a camera and like having an excuse to use it. I tried to explore styling with the clothes in my wardrobe and my little sister as my model and because this website won't let me copy and paste this to the top of the page I'm going to stop writing.

trends

Here are a selection of photos from lookbook.nu of trends and styles that caught my eye

I'm so in love with American-style bomber jackets I can't even descriiiiibe.

Tights tights tights and clunky heels are looking like they're gonna be big. The crazier the tights the better.

And tights with socks worn over the top, layering is pretty big at the moment and this is my favourite kind.

I love how kitsch is cool again, and that socks and sandals are considered just as awesome as I've always thought they were

Been searching for shoes like this for so long. Love how clunky they are and the leopard print detail is siiick.

Layering and coloured tights

Ahhh love this, reminiscent of Harajuku street style, I love little detailed collars and dolly-like dresses

why can't these be mine

Muted tones, nudes and pastels

Bows bows bows bows bows bows bows

see above.

Denim jackets and ripped tights

Henry Holland suspender tights

Stripes

Underwear-as-outerwear

It kills me that these shoes aren't miiiiine.

Nudes