TOMBOY CHIC

Nicole Sabolic Tania Sorlis Yaghoub

April 29,2013

Table of Contents

Fashion Segments...3

Customer Profile...4 & 5 & 6

Introduction to the Trend...7 & 8

Analytic Tracking...9 & 10

Concept Boards: Tomboy Chic...11 & 12 & 13 & 14

Color Selection...15 & 16 & 17 & 18 & 19

Fabric Selection...20 & 22& 23

Runway & Street Inspiration...24 & 25 & 26 & 27

Art Movement...28 & 29 & 30

Analytic Tracking: Trending...31 & 32 & 33

Technical Drawings...34 & 35

Details...36

Conclusion...37

Work Cited...38

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FASHION SEGMENTS...

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Season: Fall 2014

Fashion Segments: Contemporary

Gender: Female

Lifestyle: The super trendy student who loves keeping up with the top trends on the runway. The type of girl who seeks comfort and fun. They are confident in who they are, not afraid put a spin on their everyday girly style.

CUSTOMER PROFILE

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WHO IS GENERATION Y...

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AKA: The Millennial Generation

“echo boomers”

•knowledgable•intellectual•skilled•ambitious •self-confident

tech savvy, they function within the digital world.

The population of people who were born during the time between the 1980’s

to the early 2000’s.

authenticity

the most educated generation in america.

live their life with high expectations.

children of parentsthat were born

during the baby-boom

loyal shoppersgrown up with internet, globalization, mobile phones,

an experience culture.

seek out challenges, not afraid to ask a question.

known to have big expectations, and even biggeregos.

36 percent of gen y have tattoos.

celebrity endorsements of brands to reach out to this generation.

can not stand beingmanipulated by marketers.

brand conscious

they stay connected via

social media and text messaging.

young and fashionable,mix luxury and cheap.

they post outfits, clothing and inspiration to share their fashionideas via websitesand blogs.

they enjoy shopping for luxury goods online through“flash sale sites.”

their spending money is their parents money.

made fashion more influential, accessible and a lot more global.

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The consumer (Millennials) is ready for this Tomboy Chic Trend as it speaks to Generation Y’s values and perspectives on life. Generation Y’s have a sense of empowerment, are optimistic, distrust traditional opinion, trust only the opinions of their peers, and like non-traditional styles. They are educated  and confident which is what “Tomboy Chic” exudes.  Generation Y is motivated by instant gratification and comfort which means having their clothes readily available and able to throw together things they have lying around such as old torn jeans, band T’s, hats, and leather bracelets. Also, they like to combine cheap and luxury items and “Tomboy Chic” is a blend of both.  These Millennials  do not have a lot of money except what they borrow from their parents, so their clothing has to be somewhat affordable.  Generation Y’s like to get behind a character or persona which is why borrowing from the punk subculture and urban street subculture speaks to this generation. They want to be “authentic “ and “real”, love concerts and tattoo parlors.  Tomboy Chic is truthful and bold and real.

WHY IS THIS CONSUMER READY...

Introduction to the Trend

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WHAT IS TOMBOY CHIC...

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Take a break from your girly go-to style by throwing a bit of tomboy charm into the mix. Put aside the skintight skinnies and flowery tops and exchange them for your boyfriend's choice: loose-fitting jeans and cut off muscle tees & tanks. Your new basics are just waiting to be layered together and complimented by leather bracelets and funky rings. Finish the look with the ultimate boyish shoes, Converse! From time to time decade to decade we have watched a number of inspirational woman in society bring our trend to life. From Rihanna to the Kardashian sisters this idea of dressing masculine in a feminine way eases a woman’s mind set and gives her the feeling of empowerment. A woman dressing in a androgynous manner and putting a chic and sexy vibe to an outfit makes her feel like she is bringing something new to the table. Women some times want to kick their heels off and throw on some cute tennis shoes and flats complimented by their boyfriends laid back clothes that are just sprawled through out the apartment. This versatile style can be worn on the streets or even a night on the town. Depending on the accessory you choose you can make this look a casual one or spice it up with a bulky leather jacket. Any girl can pull this look off wether you are a girly girl or a sophisticated working woman. It is fun, comfortable and has the look you want no matter what the event may be.

Analytic Tracking: Trends

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The Spring/Summer 2013 collections that graced the runway at New York Fashion Week caught the eye of many fashionistas and had them talking. According to the website Editd, the top five most talked about designers are Marc Jacobs, Tommy Hilfiger, Jason Wu, DKNY, and Alexander Wang. Every girl that cares about the top trends and dressing the right way is sure to flee to these top designer stores. All this new buzz is great for my trend because particularly these five designers can relate to my “tomboy chic” trend in numerous ways. The style that these designers express in their clothing is comfort and chic blended together in one simple garment. They design their clothing for the younger generations while at the same time they still feed to older generations, giving them a younger vibe. There is no doubt that the type of customer that shops my trend will be first in line to add some designer flare into their wardrobe. From plaid, to florals, to stripes we never know what the most popular theme for the season will be. It looks like Utility is ranking high in popularity for S/S13. The idea of utility fits right in with the trend of “tomboy chic”. The heavy military looking jackets and bulky pieces give that androgynous twist to any girly outfit. At the rate the popularity of this season is going, it looks like my “tomboy chic” trend will be a hot one.

Concept Boards: Tomboy Chic

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CONCEPT BOARD #1

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CONCEPT BOARD #2

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This concept board depicts the trend of Tomboy Chic. It is a blurring of masculine and feminine lines.  This trend reflects a bold, yet comfortable and secure attitude. Tomboys embrace looser fitting jeans instead of skinny pants and own a closet full of tennis shoes instead of a closet full of heels.  This concept board inspires an edgy feeling that is funky , with a touch of arrogance and also sexy.  The clothes displayed on this board show low maintenance with strong vibes of confidence. This trend borrows from the subcultures of Punk and Urban street wear. These clothes  say that as women we can be free to wear our men’s clothes with style and look extremely chic. This sense of boldness is also a reflection of the Women’s Liberation Movement from the 1960’s . The first board shows an outfit that includes a muscle tee oversized shirt or a white crew neck t-shirt with the band name Ramone to be worn with destroyed boyfriend jeans, and   high top studded converse tennis shoes. Accessories include old school Rayban sunglasses, an oversized black purse bacelets and black or purple nail polish.  The second concept board displays camo boyfriend cut capri pants, to be worn with an oversized white v-neck white tee, along with either a worn jean jacket or a work shirt. Accessories include a Fedora, an oversized black purse with studs, sunglasses, a large pink studded leather bracelet and black and white converse tennis shoes.  The influences of the Punk style on this trend is seen in the T-shirt with the name of the band Ramon advertised on it, along with leather and worn and torn denim. Spikes and studs are also popular with this style. Punk portrays a rebellious attitude surrounded by chaos.  Tomboy Chic exudes a sense of rebellion along with a somewhat!chaotic blending of different materials   and styles.  The Urban street wear influence shows up in this trend with a sense of off beat individuality. This particular ghetto look has been brought into this Tomboy!Chic trend using loose fitting clothing, basic colors, tennis shoes and heavy jewelry.  Both these subculture influences combine a feeling in this trend of music and culture which is what appeals to the target population of Generation Y. The concept boards emit a feeling of self-expression with an eclectic mix of street wear, luxury and lifestyle.

Color Selection

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COLOR STORY #1

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COLOR STORY #2

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COLOR STORY #3

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WHAT THESE STORIES TELL...

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A color story has to signal the personality of the trend and involves extensive planning. Color planning is a multi-layered process which must be carefully evaluated and must include such factors as  the psychology of color, color theories, and the targeted consumer preferences. Forming color preferences also has to consider cultural influences, geographic regions and the mood of the times. Color must grab the attention of the customer, make an emotional connection and ultimately lead them to the product they will be motivated to buy.  Even though, Fall is associated with warm, subdued colors  this “Tomboy Chic” trend has colors that come from both the warm and cool color categories. As this trend is a blending of fabrics and street inspirations so is the color story.  It is important that these colors communicate emotionally   a relaxed, easy going, confident feeling with a sense of individual purpose and empowerment.  Also, the colors all need to blend to be pleasing to the eye. The cool colors include maroon, lavender and dark green and navy blue. These colors are considered earth tones which represent a certain category of color symbols.  They speak of feeling of being bold, sturdy, durable and rough.  Earth tones can also represent an environmentally conscious population which speaks to our target population, Generation Y, who  grew up in a society that was passionate about saving the planet and using products that practiced sustainability.   Also, being part of an educated population, these consumers are all aware doing their part to “save the earth”.  The warm colors used in this trend are brown, beige, and a muted yellow-green.  Warm colors represent comfort. This population is also very comfortable and secure in their own identities which the warm colors address.  The accent of black is used in this trend with most of the accessories.! This includes the nail polish, shoes, black leather jacket and black scarfs. The color black is a popular indicator of power. It can be a symbol of “menace” which can be brought to this trend as an edgy, rebellious feeling inspired by the punk movement and ideology.  Also, the combination of colors with black accents represent an urban cool look which has also inspired this trend.  The different colors of green brought into this trend is used only in the army print. This print! is purposely used to symbolize fearlessness, strength, and an air of power.

FABRIC

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Cordoury

Denim

Flannel

Leather

Cotton

Ribbed Cotton

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WHY THESE FABRICS...

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 The fabric selection we have chosen for our concept are denim, camouflage, corduroy, flannel, ribbed cotton, leather, cotton with rayon. Each of these fabrics play a huge role in tomboy chic. Denim is one of the most important factors in this collection. Loose baggy denim that are tight around the ankles and ripped denim shorts are what we see most in this collection. The denim is also used for the jean jackets that have always been in style no matter the look. The camouflage army pants are a great touch with a ribbed cotton tank to throw on. The military jacket also looks great to any slouchy attire. Wearing camouflage pants look great wether you want to dress it up with some sandal heels or even dress it down with some all star sneakers. Corduroy material looks amazing on tomboy chic attire. You see them on pants, skirts and even overalls. Bringing this fabric back really screams a fashion statement. Flannel is another popular fabric seen in this trend. Wearing a button down flannel long sleeve shirt with a casual tank or even a bandeau give it that boyfriend look. Another way of wearing flannel is by making it an accessory to your look such as wrapping around your waist to give it that casual look. The ribbed cotton is mainly used for casual wife beaters or even beanies. It dresses down the outfit making it a day time attire. The leather is one of the most common and well seen fabrics today for this look. It is made for skirts, wether they are pencil or short and flowy. It is also seen in leather jackets and leggings. Leather gives it a sexy and chic look on any outfit. Lastly, the cotton with rayon is seen on mainly tanks, muscle shirts, and over sized shirts. These are the basic garments that have to be worn in order to start off the look!

RUNWAY & STREET INSPIRATION

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STREET...

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RUNWAY...

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HOW DOES THIS INSPIRE TOMBOY CHIC...

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Punk and Urban Streetwear fashion really inspired the trend we have chosen. During the hip hop era the music influenced this style of clothing. This style was inspired by individuality in the streets and rebellious Punk rockers. This trend became popular in the late 70s and early 80s aI the hip hop music started a movement not only in their songs but in fashion also. The teenage population were influenced by their favorite singers and bands and began wanting to dress like them. It was during the 1990s when the urban style streetwear influenced the fashion industry. MC Hammer was on of the hip hop icons who brought the big baggy pants into fashion. He also started dressing with colors of African tribes. Even today we see this look on the streets and even runways. Inspiring artists brought their own twist in the fashion world. Artists such as Rihanna, Rita Ora Azealia Banks, and many other women in the industry have given their fans a new look to look forward too. We always see Rihanna dressing in her “boyfriend” attire. Over sized pants, sandal heels, a tight wifebeater and a denim jacket. Designer Samantha Black, from Project Runway is one of the new designers who are projecting the urban style in their designs. She is currently interning for Michael Kors and Jill Stuart. She targets a younger generation of different audience. She has been well-known on TV and will be trending this look with her upcoming collection. Urban style really captured the tomboy look with its similar styling approach and its fun fashionable trend.

Art Movement: Andy Warhol

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WHY ANDY WARHOL...

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A trend is inspired not only by social and cultural movements, but by art movements and the artists that make the statement you want your trend to represent.  Since the beginning of the twentieth century trends in art have always  influenced trends in fashion. Andy Warhol and his art is inspirational to the “Tomboy Chic” trend. He was a leading artist in the Pop Art movement.  He work combined the relationship between “art expression, celebrity culture, and advertisement” (Wikipedia.org.) Similar to our target population, Generation Y, Warhol represented medial culture.   Fashion designers have picked up Warhol’s Pop Art paintings such as “Advertisement” and “Saturday’s Popeye” to use on clothing and window displays. Tomboy Chic uses band T’s to advertise music that is an endorsement to their style. Warhol’s  style was “hard-edged” and “straight forward” (time.com), at times making people uncomfortable. He was not conventional and his art could be considered “out of the box” as was his lifestyle. Warhol was, and still is, the essence of the blending of fashion and art. He actually began his career illustrating fashion magazines and would show up to formal events wearing “yellow sunglasses, a tattered tuxedo jacket and paint-splattered pants” (time.com).  His  art began to thrive by the 1960’s.  This was a time of freedom, and being bold and confident in who you are.  As in the Tomboy Chic trend, which uses a combination of styles and materials, Warhol used different medias to create his art. This included drawing, painting, printmaking, photography and silk screening. The inspiration of this art movement on the “Tomboy Chic” trend is one of boldness, uniqueness and confidence.

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ANALYTIC TRACKING: TRENDING

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INSTAGRAM...

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PINTEREST & TWITTER

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Technical Drawings

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FLAT SKETCHES...

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Blazers

Baseball Tee

Harem Pant

Muscle Tank Tops

Military Jackets

V-Neck Tees

Palazzo Pants Boyfriend Cut

Button Downs

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Camo Print

Plaid

Destroyed Denim

Studs

Gold Chains

Crew Neck

Graphics

Cuffs

Raglan Sleeve

V-Neck

SO, WHY TOMBOY CHIC...

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Tomboy Chic is a trend that has emerged from a blend of the subcultures of Punk and Urban Streetwear from the 1980’s.  It’s sense of boldness and empowerment is reflective of the woman’s movement of the 1960’s. This style blurs the lines between masculine and feminine but can be sexy.  You feel sexy and stylish when you are searing clothes you are comfortable in.  This is a low maintenance and comfortable look which exudes a sense of confidence with a touch of audacity.  The target population for this trend is Generation Y whose values and life perspectives agree with what Tomboy Chic exemplifies.  This generation is educated and likes to have fun. They respect the opinions of their friends over authority figures. Generation Y’s are fearless and have an innate sense of empowerment.  They are comfortable in their own skin.  In their buying habits they like to blend cheap with luxury especially being they do not have excess money of their own; only what they talk their parents into giving them.  The trend of Tomboy chic is exactly the blending of expensive and cost effective items.  For years the Tomboy look has been a symbol of relaxed courage, fearlessness, and non-traditional values. “Whether you were, Patti Smith, Lauren Hutton, Audrey Hepburn, Coco Chanel, the tomboy has always been with us…it’s more than a style, there’s an attitude” (guardian.co.uk).

WORK CITED

•http://www.startupnation.com/business-articles/9011/1/marketing-GenY.htm•http://blog.kissmetrics.com/generation-y-statistics/•http://www.forbes.com/sites/lydiadishman/2012/02/20/where-gen-y-will-shop-

in-2012/•http://www.english-online.at/news-articles/living/generation-y-their-attitudes-

toward-life-and-work.htm•http://editd.com/reports/ss-13/new-york-fashion-week/•http://www.wildfang.com/wildlife•http://www.guardian.co.uk/fashion/fashion-blog/2013/mar/14/tomboy-style-

fashion-androgyny•http://en.wikipedia.org/wiki/Andy_Warhol•http://www.examiner.com/list/trending-now-tomboy-chic•http://www.trendhunter.com•http://www.time.com/time/specials/packages/article/

0,28804,2110513_2110627_2110753,00.html•http://urbanbushbabes.com/2013/01/project-runway-designer-samantha-black-

of-sammy-b-2/•http://www.ehow.com/about_5188811_history-urban-clothing.html

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