! !!!!!!!

PHILIPPE STARCK Philippe Starck was born on January 18 1949 in Paris, France. He has become widely known since the start of his career in the 1980s for his interior product, industrial and

architectural design work. After setting up his first industrial design company, Starck Product (later known as Ubik) he began working with manufacturers in Italy such as Kartell, Alessi

and Driade.

For the past thirty years Starck has been designing luxurious hotels and restaurants all around the world. One of his recent projects is “Yoo inspired by Starck” which is a complex

of luxurious apartments all around the world. On the contrary, Starck is known for his “democratic design” concept- well designed, quality objects that are affordable to a wider

range of population.!

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!!!!!!!

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PRODUCT Physical)His$products$are$usually$things$of$everyday$use.$Not$only$he$designs$pieces$of$furniture$such$as$chairs,$lamps,$room$decoration$etc.$but$he$also$designs$kitchenware,$speakers,$headphones,$bikes$etc.$So$most$of$his$products$are$quite$practical$and$functional.$His$designs$are$minimalistic$usually$of$an$organic$shape,$slightly$curved$and$we$don’t$see$many$sharp$edges$in$his$designs.$Most$of$his$work$is$made$out$of$artificial$and$light$materials.$Starck$uses$bright$colours$as$well$as$very$simple$colour$spectre@$silver,$grey,$white,$black.$$Adding$bright$colours$to$his$designs$creates$a$fun$and$an$interesting$look.$All$of$his$products$are$well@made$and$of$a$high$quality.$

Symbolic)Starck’s$products$might$be$influenced$by$other$cultures@$Japanese$simplicity,$Italian$Futurism$and$American$Streamlining.$He$is$also$interested$in$science$fiction$and$that$might$inspire$him$to$give$his$designs$more$of$a$futuristic$look.!

User Functional)As$he$designs$many$everyday$use$products$that$are$quite$affordable$it’s$possible$to$make$the$user’s$apartment$more$interesting$in$details.$For$example,$using$his$famous$lemon$squeezer$might$not$be$the$most$efficient$but$also$functions$as$an$unusual$decoration$in$the$kitchen.$

Emotional)His$products$will$say$a$lot$about$the$user’s$identity$since$he/she$can$play$around$with$different$colour$combination,$combining$Starck’s$minimalistic$and$some$over@the@top$products.$Starck’s$designs$offer$the$user$to$get$creative$and$express$their$own$personality.$

Culture The)Person)Philippe$Starck$is$defining$the$style$of$his$designs$by$his$personality.$He$is$creating$products$for$different$companies$under$his$name.$

!

Target Group

Starck$is$famous$for$his$democratic$design,$which$makes$his$products$more$affordable$and$mass$produced.$The$target$group$are$open@minded$individuals$around$the$age$of$35$with$more$of$a$creative$soul$and$an$extrovert$personality.!

Reflection

Philippe$Starck$is$one$of$the$most$well$known$contemporary$designers$and$his$work$is$not$only$focusing$on$being$decorative,$some$of$his$pieces$are$also$showing$a$“political$message”$and$he’s$also$concerned$with$the$environment$and$ecology.$His$works$can$be$found$in$museums$in$Europe$and$the$USA.$!

DESIGNS!

Louis!Ghost!Chair!(Kartell)! Wireless!Speakers!(Zikmu)!

Gun!Table!Lamp!(Flos!Lighting)! Juicy$Salif$Citrus@Squeezer$(Alessi)$

! !!!!!!!

JEREMY SCOTT Jeremy&Scott&is&an&American&fashion&designer.&He&was&born&in&1974&and&raised&in&Kansas&City,&Missouri.&Scott&attended&the&Pratt&Institute&in&Brooklyn,&New&York,&for&fashion&design.&He&started&his&career&in&the&late&1990s&working&with&Björk&and&showing&in&Paris&Fashion&Week.&

Vogue&called&his&spring&2000&readyPtoPwear&show&"a&witty&reply&to&all&his&detractors,&who&had&accused&him&in&the&past&of&producing&outlandish&clothing&that&no&one&would&wear.&

He&is&a&famous&designer&name&on&every&London,&Paris&or&Milano&Fashion&Week.&The&most&important&thing&in&his&career&is&collaboration&with&famous&MTV&names&and&popular&models.&

He&created&for&Britney&Spears,&Lady&Gaga,&Katy&Perry&and&many&more.&

His&collection&brought&him&international&fashion&recognition,&winning&the&Venus&de&la&Mode&Award&for&“Best&Designer&of&the&Year”&in&both&1996&and&1997.&

He&is&known&worldwide&for&collaboration&with&Adidas,&collection&of&footwear.&The&wing&highPtops&and&teddyPbear&shoes&are&popular&with&hipPhop&stars&as&well&as&with&the&general&fashion&

public.&

In&October&2013&Scott&became&Moschino's&Creative&Director,&showing&his&first&Moschino&Collection&in&fall&2014.&Jeremy&Scott's&first&Moschino&fragrance&called&Moschino&Toy,&is&a&

unisex&scent&that&looks&like&a&teddy&bear.&

!

!!!!!!!

!

PRODUCT Physical)He&generally&uses&print&that&expresses&what&we&see&as&a&comic&touch,&food&and&sweets&designs,&street&art,&animal&print.&He&starts&with&the&idea&of&a&colour&and&that&is&the&basics&of&his&inspiration.&The&palette&is&colourful.&He&uses&mainly&bright&pop&colours.&He&mixes&pop&culture&and&identities&of&multinational&brands&as&Coca&Cola&for&graphic&prints&that&reminds&Andy&Warhol&pop&art.&He&loves&the&soPcalled&"electric&look".&He&uses&materials&such&as&plastic,&silicon,&fur.&He&is&interested&on&mixing&the&fur&with&other&fabrics.&&

Symbolic)His&clothes&are&considered&wild,&crazy&and&excessive.&The&design&and&colour&choice&are&not&timeless&and&therefore&has&no&fashionable,&long&shelf&life.&His&design&is&a&combination&of&simple&street&style&shape&and&pop&art&spirit.&He&has&the&ability&to&turn&out&chic,&saleable&clothes&and&still&maintain&an&independent&spirit.&&

!

Functional)He&makes&clothes&that&have&more&conceptual&than&wearable&function&because&even&if&it&is&good&quality,&then&comfort&is&not&important.&The&user&can&feel&extremely&modern,&stylish&and&innovative&in&his&designs.&!

Emotional)The&user's&intention&is&to&stand&out&from&the&crowd,&go&for&attention&and&show&that&they&are&in&the&forefront&as&trendsetter.&Wearing&his&clothes&makes&user&feel&onePofPaPkind.&&

&!

Culture The)Person)Jeremy&Scott&designs&to&satisfy&himself.&He&is&not&anchored&in&any&tradition,&but&will&be&in&front&of&the&fashion&world&as&a&trendsetter&and&innovative.&He&has&said&that&he&is&inspired&by&toys,&comic&books&and&childhood&in&his&designs.&Jeremy&Scott&represents&comic&and&urban&fashion&because&of&his&courage&to&be&unconventional&but&unique.&

Target Group

Jeremy&Scott&designs&are&connected&with&young&people,&which&are&rebellious&and&wild.&His&clothes&are&typically&worn&by&people&that&can&afford&to&change&their&wardrobe&often&because&they&are&not&timeless.&That&is&why&his&designs&are&also&so&popular&among&the&celebrities&because&we&rarely&see&them&in&the&same&outfit&more&than&once.&His&designs&are&worn&by&stars&who&love&his&extravagant&fashion.&!

Reflection

Jeremy&Scott&represents&an&eclectic&and&contemporary&communicator.&His&eponymous&line&is&an&example&of&lowbrow&culture&transformed&into&high&art.&He&has&no&limits&when&it&comes&to&his&designs,&style&and&concept&P&he&is&also&known&as&a&"fashion&rebel."&He&tries&to&convey&emotions,&memories&and&nostalgia&in&his&designs,&that&is&why&is&he&fascinated&by&the&late&'80s&and&early&'90s.&!

USER

DESIG NS!

Fall/Winter!2014!

For!Moschino!Spring/Summer!

/Summer!2014!

For!Moschino!Spring/!Summer!2015!

For!Moschino!Spring/!Summer!2015!

! !!!!!!!

STELLA MCCARTNEY English(fashion(designer(born(on(13.(September(1971.(Influenced(by(her(father,(

former(Beatles(member,(Paul(McCartney,(that(also(gave(her(a(lot(of(

opportunities(to(get(into(the(fashion(world(more(in(depth(with(famous(models(

by(her(side.(he(started(to(design(in(her(very(young(age(of(13(when(she(made(

her(first(jacket.(Stella(is(a(lifelong(vegetarian(and(in(her(collection(does(not(use(

any(fur(or(leather.(he(obtained(various(awards(for,(mostly,(being(on(of(a(kind.(

Being(a(pioneer(in(vegan(and(environmentallyFconscious(fashion(made(her(

famous(as(well.(Some(of(her(designs(have(“no#animal”(text.(!

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PRODUCT

Physical)Hardly(specific(certain(description(of(Stella’s(style,(as(she(uses((

a(lot(of(different(colours(and(materials.(Most(of(the(time(she(is(

trying(to(give(us(the(feeling(of(upcoming(season(by(bringing(

brighter/darker(colours.(Using(different(kinds(of(rounded(shapes(

and(light(fabrics(gives(us(the(fluffy(comfortable(feeling.(Switching(

from(sporty(elegance(into(luxury(looks,(customer(can(find(clothes(

for(all(kind(of(occasions.(Stella(does(not(use(a(lot(of(decorations,(

which(signifies(simplicity(and(innocence(behind(the(strong(woman(

that(wears(it.((

(

Symbolic)Pureness,(transparency(and(the(colour(game(are(all(speaking(loud(

what(this(season(should(be(like.(One(element(is(common(in(whole(

collection,(for(example(oversized(sleeves(that(symbol(the(strength(

in(the(arms(of(the(women.(

!!

User

Functional)We!can!find!here!a!great!deal!between!elegance!and!comfort,!that!!women!most!of!the!time!look!for.!!!

Emotional)Wearing!clothes!made!by!mostly!organic!or!re8used!materials!make!!the!user!feel!more!ecologic!in!relationship!with!the!environment!we!live!in.!!

Culture !

The)Person)Stella!McCartney!is!trying!introduce!people!to!the!world!of!!organic!/environmental!friendly!materials!and!to!combine!ethics!with!aesthetics.!She!tries!to!touch!on!an!element!of!sustainable!or!ECO!collection.!A!great!believer!that!something!is!greater!than!nothing,!because!once!you!find!out,!it!is!difficult!to!turn!blind!eye.!!

Target Group

Different(age(category,(

suitable(for(independent(

and(selfFconfident,(mostly(

wellFtoFdo(professional(

women,(that(like(to(

connect(comfort(with(high(

fashion(trends(and(

elegance.((

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Reflection

There!is!no!restriction,!only!challenge!that!keeps!her!going!and!spreading!this!message.!!It!is!very!important!for!her!to!educate!oneself!and!to!provide!a!high8quality!product.!Her!advice!is!to!keep!up!with!the!responsability!in!the!way!that!you!think!and!the!way!you!source!your!materials.!!!There!are!limited!colours,!fabrics!and!different!quality,!but!at!the!end!of!the!day!it!all!has!sense,!as!long!as!you!play!by!the!rules.!!

DESIGNS!

Fall/Winter!2012!Spring/Summer!2013!

Fall/Winter!2014! Spring/Summer!2015!

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VIVIENNE HU Vivienne&Hu&is&a&New&York&based&designer.&Before&her&fashion&endeavors&she&had&a&business&

academic&background,&which&include&a&Bachelor’s&degree&in&Finance&from&University&of&

Hohenheim&in&Germany&and&a&master's&degree&in&Business&and&Economics&from&SUNY&of&US.&&

Her&collections&exhibits&an&amazing&blend&of&classic&European&elegance,&New&York&downtown&

style&and&a&touch&of&exotic&Asian&taste.&

!

!!!!!!!

!

PRODUCT

Physical)Designer&who&make&proficient&and&bold&use&of&a&variety&of&

fabrics/techniques&like:&python&prints&along&with&edgy&cuts&at&the&

waistline,&sleeves&and&knees,&geometric&patterns,&cutouts,&collar&

pipings,&lamb&fur,&tulle,&suede,&leather.&The&palette&is&minimalist.&

&

Symbolic)Vivienne´s&clothes&are)"imaginative&mix&of&European&elegance,&New&

York&urban&glamour&and&Asian&exoticism".&There’s&a&lot&of&geometric&

patterns,&sexy&cutouts&and&asymmetrical&shapes&in&her&collections.&

User

Functional)The&user&feels&smartly,&elegantly&and&classy.&HighPquality&materials&

and&sophisticated&style&are&relevant&to&special&occasions&and&

working&days&in&office&at&the&same&time.&

!

Emotional)User&wearing&Vivienne`s&design&has&a&feeling&of&being&strong,&

successful&and&established,&yet&still&feminine&and&cool.&Woman&can&

identify&herself&with&style,&sexiness&and&independence.&

Culture

!

The)Person)The&company&Vivienne&Hu&is&identified&by&herself&personally.&She&is&

professional,&determined&and&classy&woman&with&business&academic&

background.&Vivienne`s&design&is&closely&tied&with&high&quality&

things,&geometry&and&elegance&.

Target Group

With&her&dresses&“made&for&

strong&personalities”,&her&

designs&are&believed&to&

cater&especially&to&

professional&women&in&

their&30s,&40s&who&have&a&

strong&sense&of&selfP

independence&and&a&desire&

for&displaying&their&

femininity&and&personality&

in&a&unique&way.&&&

!

Reflection

Vivienne&Hu´s&design&fully&

represents&the&beauty&of&

modern&urban&females.&

Her&fashion&reflects&today's&

woman&lifestyle&or&I&would&

even&say&that&dictates&it.&

With&her&solid&skill&and&

unique&vision&towards&

fashion,&Vivienne&lucky&

became&an&icon&and&an&

example&not&only&of&the&

good&taste&but&also&of&the&

fact,&that&the&hard&work&

leads&to&success.&!

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DESIGNS!

Spring/Summer!2015!

Spring/Summer!2015!

Fall/Winter!2014!