PORT FOLIO
L L O Z A D E L A M O R E N A
VISUAL MERCHANDISING, ART & DESIGN
RESUME
PROFILE
BEATRIZ ALLOZA
DE LA MORENA
VISUAL MERCHANDISER
+61 493 627 644
+34 605 009 570
beaalloza10@gmail.com
Hello! I’m Beatriz, an architect driven by the world of design. My journey commenced with one year in Italy, where I saw that architecture is far more than just buildings. Little after, I found myself in Australia, pursuing my dreams. I landed on a gold mine when started in the Uniqlo VM team in Melbourne, where I was able to see fashion design form a perspective I have never imagined, and found that I loved it. Looking forward, I am eager to nurture and expand my design skills.
SALES ASISTANT
ECOALF MADRID may 2024-present
When I came back to Madrid, I started in this sustainability clothing brand, where every product is recycled or from low impact, and there I focused on:
• Customer service and making sales
• Changing mannequins, and creating appealing displays
VISUAL MERCHANDISER
Uniqlo Melbourne/Brisbane jul 2023-apr 2024
I was trained in Melbourne, and then relocated to Brisbane, where I became a leader. Some of my tasks are:
• Changing and styling mannequins, and creating appealing displays
• Updating the layouts of the store, report the most selled products, and daily review the news on the company’s visual strategy.
• Support other Uniqlo Stores within Queensland
SALES ASISTANT
INCU Melbourne jun 2023- jul 2023
While working as a waitress, I started my role as a Client Advisor for Incu, a multibrand store working with some brands. My tasks were:
• Assisting customers on the sales floor
• Work in the fitting room and operating cash registers
• Replain
WAITRESS
Rossi Bar Melbourne jun 2023- aug 2023
Just arrived to Australia, I started working in hospitality, in a very popular and highstand Italian restaurant. A normal day on the job:
• Taking customers orders
• Running food and drinks
ARCHITECTURE
Universidad Politécnica de Madrid (UPM) 2024 Spain
ARCHITECTURE - ERASMUS
Università degli Studi di Palermo 2021 Italy
• Adobe Photoshop
RESUME
01 FASHION HISTORY
Fashion Design Project
This project talks about the fashion history of some iconic brands. The entire project envolves the design and creation of a book with like 25 pages, two flyers, a triptic with two sides, and a big poster. Programs used to fullfill the work are mainly Adobe Photoshop, Adobe InDesign and Adobe Illustrator.
Inspiration is taken from some books of the brands, and information online from pages such as the main websites of the brands talked about in the book. What we see on the page before this one, are some of the photomontages made for the book.
This is the first attempt to the cover and back cover of the book.
After reconsider that the other cover, and back cover where a little bit plain, and everything was too white to represent something with history, I came up with this idea insted. Second and final attempt for the book cover.
The Flyers
A timeline following the most iconic brands on history
Some trials of the flyer, creating modern photomontajes, and playing with a timeline, based on the history of fashion, when each brand was created.
Experiments were made, and this is the final result of the flyers. The idea of the timeline was the favourite, so I took the most of it, creating a barcode based on the numbers of the years when the different brands where initially founded.
The Poster
This one came up with so many ideas and photomontages that later, were used to decotare and illustrate some pages of the book.
The Poster has these vertical lines with the model and the text, written from downwards up, to make it easy and clear for the reader. Vertical elements define the entire design, with the model, the legs and the drawings behind.
INTENSIFICACIÓN EN IDEACIÓN GRÁFICA ARQUITECTÓNICA
LOUIS VUITTON
Es una casa fundada en 1854 por Louis Vuitton. El monograma club de sus etiquetas aparece en la mayor parte de susproductos.es una empresa francesa de marroquinería de lujo especializada en artículos de viaje que vende a través de boutique independientes.
Luis Vuitton había observado un tipo de material que podía apilarse fácilmente y en 1858 presentó su baúl con lona trianon coma comenzando así un diseño más ligero y hermético.
En 1867 coma la empresa participó en la Exposición Universal de París punto para evitar la copia de su estilo, cambiaron el diseño a un diseño de rayas beige y marrón en 1876. En 1885 coma la compañía abrió su primera tienda en Londres en Oxford street.
Durante la Segunda Guerra mundial la marca colaboró con los nazis durante la ocupación alemana de Francia.
El aumento de la riqueza de su negocio se debió a los negocios con los alemanes. es una de las marcas más falsificadas del mundo de la moda debido a su imagen como un símbolo de alto estatus punto irónicamente coma la tela de su monograma de la firma fue creada para evitar a la falsificación.
BURBERRY
Thomas Burberry establece su marca homónima en Basingstoke con tan solo 21 años, bajo la premisa de que la ropa debía diseñarse para proteger el caprichoso tiempo.
Inventa el algodón de gabardina coma un tejido transpirable impermeable y resistente que revoluciona las prendas para la lluvia, hasta entonces pesadas e incómodas.
El algodón de gabardina se patenta en 1888. El trench coat de Burberry se inventa durante la Primera Guerra mundial.
INTENSIFICACIÓN EN IDEACIÓN GRÁFICA ARQUITECTÓNICA
CHANEL
Coco Chanel fue una de las grandes figuras de la moda que coma sentaron las bases de la ropa informal femenina. Anticipándose al espíritu reinante tras la Primera Guerra mundial, encarnó a las mujeres modernas y dio carta de naturaleza a muchas tendencias su ropa femenina generó una elegante imagen sencilla derivada del sobrio funcionalismo de los tiempos de guerra.
Gabrielle “Coco” Chanel1 (1883-1971) comenzó su carrera en la moda en 1910.2 Anunció nuevos diseños y revolucionó la industria de la moda al “volver a lo básico”, incorporando elegancia, clase y originalidad. El logotipo de Chanel rápidamente se convirtió en sinónimo de elegancia, la riqueza y el elitismo, así como un estándar para la moda internacional. Sin embargo, el logotipo de Chanel no fue registrado como marca hasta que las primeras tiendas de Chanel se establecieron. Coco Chanel mantuvo el título de Diseñadora Jefe hasta su muerte, el 10 de enero de 1971.
PRADA
Prada es una firma de moda italiana fundada por Mario Prada en 1913. La primera colección de Prada fue presentada en la temporada otoño invierno de 1989.
The Book
These are some example of the pages of the book. Each one explains when and how the brand on the page was created, a little bit of history about it, and some couriosities of them, such as the trench coat of Burberry, or how Louis Vuitton dealt with the bags and clothing fakes.
La firma lanzó la colección de bajo coste Miu Miu en 1992 y adquirió fendi a comienzos de los años 90. En el terreno arquitectónico, Prada ha encargado el diseño de sus nuevas tiendas en Nueva York San Francisco y Los Ángeles al estudio holandés OMA.
12 13
Beatriz Alloza de la Morena
Beatriz Alloza de la Morena
INTENSIFICACIÓN EN IDEACIÓN GRÁFICA
BALENCIAGA
The Triptic
Finally, the triptict talks about an exposition about the topic, walking the customer trough every single brand and its history, how it beggan, how it evolved, and how is it now. Fashion, like everything elese in this world, evolves. It is nice to see what it was, to learn and to create new things. The exposition fnishes with a boulevard fo super new and modern brands, teaching us new things and new ways to make fashion history.
Reservado y entregado a la búsqueda de la perfección Cristóbal Balenciaga dejó que sus espectaculares y fluidas prendas hablaran por él punto menos reconocido que Dior regentó la casa de moda más exclusiva de París en la inmediata posguerra y durante la década de 1950, contribuyó a crear formas de la década de 1960 y coma sobre todo coma inventó una silueta femenina totalmente nueva.
Dotado de un talento sin igual para el corte como la costura y el acabado conocía bien la caída de la s telas y sabía cómo crear formas esculturales con los rígidos materiales que tanto amaba. Con poco más de 20 años ya tenía una tienda en San Sebastián.
02 Visual Merchandising
Uniqlo Australia
This world that I discovered, was a new way to do fashion and design, and to include it to my professional career. I loved it since the first day I walked through the Uniqlo Chadstone doors. I was trained in Melbourne, and then relocated to Brisbane, where I became a leader. Some of my tasks were:
• Changing and styling mannequins, and creating appealing displays
• Updating the layouts of the store, report the most selled products, and daily review the news on the company’s visual strategy.
• Support other Uniqlo Stores within Queensland
This are some examples of how the work beggins, first I needed to take a look at the guide, to follow more or less the examples there, and then, with what we had in the store, recreate and make better looks. I created them like this in the hangers, then show them to my superior, and adjust the changes. When everything was ready, it was time to steam the looks, and then dress the mannequins.
Appart from mannequins, I did all the displays of the store, including the big entrances and the tables where we had the best sellers of the store. For the displays and the shelves, we didn’t have an exact guide, so it was all about creativity and imagination. As the reader can see, in every styling done, there is a combination between colouts and design.
Some examples of the display window/storefront, and some displays in store, to promote the dresses on the summer (20) and the shop window to advertise the Kaws x Uniqlo colabotation.
Last page photographs are some mannequins that had to be done to be in the main tables, or mannequins from some collections (artists collaborating with Uniqlo).
For the main entrances tables and the collections, we had to follow an exact guide, to have all the stores looking the same.
From this page on, we’ll continuate with a catalog, made with the mannequins I styled along my journey as a VM. I enjoyed doing them and would love to continue my career in this field.
Mannequins
Uniqlo Style
Uniqlo Style
Uniqlo launching his popular UT’s, collaborating with the famous TV shows Dragon Ball Z & Melody
Uniqlo Style
Collaboration with the famous french designer, Innes de la Fresagne.
Uniqlo Style
Uniqlo U styled mannequin, with its famous Uniqlo U T-shirt
I participated in a styling contest with all the Uniqlo Staff of Australia, the brief sayed that we needed to use only Uniqlo clothes and we had to use at leats one UT of their collection. On this page we´ll have my participation, not to mention that I won the first price!
All of this looks are from collaborations with some artist or brands. Starting with the first one: Uniqlo C collection (with the famous designer Clare Waight Keller, second one is Uniqlo U, collaborating with Christophe Lemaire, and finally the las is Uniqlo feat Comptoir des Cottoniers.
Styling With Uniqlo Clothing
The company started to use an app called StyleHint. It is an app to upload looks and outfits, so people can see and buy stuff from there, they can click on the items that the models are wearing and the app will redirect them to the webpage of the brand. As it was something new, the did a course on styling and how to do propper photos for this platform. I had the pleasure to assist myself, as they propose this to me, and I went on a work trip to learn about this new thing. This are the two looks that the photografer took pictures of. Created by me with the help of a very famous and professional stylist.
Styling some of my coworkers to upload the pictures to the Style Hint app
03 ART & ARCHITECTURE
Graphic Arch Projects
Architecture can be represented in so many different ways, and architecture itself is an art. The part that I loved most of doing projects, was the graphic part, where I could tell my story about what the project was about. You can draw architecture, you can read it, you can design it. It is amazing the variety of things you can do, enjoy and see in this art topic.
Creating space with my photomontages was always my favourite part, where I could tell the most about me, and the project. On the last page we can see some examples of this, and here, some drawings that had inspire my work, made by me.
Created, produced, edited & design, with love, by: Beatriz Alloza de la Morena