The Touch

THE TOUCH

C O N C E P T N O T E

The Touch is a concept based on the idea of tact Tactility is a haptic experience that requires touch vision. This sensory experience has been craved in times to compensate for the time spent while on a surface. The more we are in contact with plain co the more we will crave haptic experiences with su are soft, raw, and porous, and stimulate our sense touch.

Drawing one in is the hypnosis done by tactile tex leads to touching and feeling what one saw throu eyes. Post-pandemic, the need to experience and surfaces has been tremendous, therefore the rise in recent years is predictable. The Touch is what the future needs.

COLOUR PALETTE

T R E N D A N A L Y S Y S

3.1

THE TOUCH

H I N D S I G H T

Despite skin being our largest and most sensitive organ, with touch often referred to as the ‘mother of the senses ’ , sight has been regarded as our predominant sense since the ancient Greeks. ‘The eyes are more exact witnesses than the ears, ’ wrote Heraclitus; Plato thought vision was ‘humanity’s greatest gift. As seen, tactility has been a trend before it was even coined. In fashion too, From renaissance to art deco, all the fashion eras had fabrics which were so distinct, hence used to give a different sense of touch, also hypnotising the eyes to feel the fabric.

3.2

THE TOUCH

I N S I G H T

In an era where a CD was remixed into a necklace; an old white keyboard transformed into a crop top and people have started using the keypad phones again, we can clearly see how much people have missed the tactile sense. In 2012, trend forecaster Li Edelkoort predicted that ‘ super technology is going to ask for super tactility’. Agustina Panzoni, a trend researcher has emphasised on the fact that Gen- Zs are gravitating towards trends which are based on Tactility. Furthermore, since the lockdown has been lifted people wanted to feel more connection with things they couldn’t touch when at home.

F O R E S I G H T

Trend researches and analysts are certain that this trend would do wonders in future. It has already started showing in the upcoming fashion aesthetics, like the 2000s tech accessories and the fringes, which Gucci has started inculcating in their boots. On the runway too, luxury designers like Iris Van Herpen, Chet Lo and Rimzim Dadu have started following the trend direction. .

THE TOUCH

V A L I D A T I O N P O I N T S

Post pandemic sensorial comfort is a must, as showcased in many studies recently. A research paper written by M S Balaji (University of Nottingham) and Subhash Jha, clearly demonstrates the fact that tactile information dominates visual information in attitude and purchase intentions of products that are touch diagnostic. This study also laid the ground for the argument of people not preferring online shopping after all the crises in the past years. The largest barrier in online apparel shopping is the inability to physically inspect fashion items.

Experimentation is what drives this generation, which solidifies and validates the upcoming trend.

THE TOUCH

5.2

B R A N D D N A

Born out of pure love for bold prints and vibrant colors, Drawn is an independent fashion brand made and based in India. Founded in 2020, a pandemic venture, Drawn focuses on delivering timeless wardrobe winners with a twist. Taking on strong, classic silhouettes and delivering them in fun, lively and mood boosting hues and prints, their collections are small but definitely pack a punch!

5.5

THE TOUCH

C A M P A I G N - W H A T ' S

I N T H E B O X

Brand Pop up at Dhanmill, Cafe Dori. 3 day event.

Influencers and guests will be invited and it will also be open for general public as well. The collection presented could be bought on the spot.

5.6

THE TOUCH

W H Y D R A W N ?

Drawn as a brand has always tried to be experimental in each and every campaign of theirs and has tried to provide something different to the audience always. With the unconventional and distinct prints and patterns doing wonders in the market, it was time, they enter into a market unknown to them. Hence tactility fits right.

5.7

THE TOUCH

APPLICATION SAMPLER

TOUCH

AVE HE DATE

FORTHELAUNCHOF THETOU

B I B I L O G R A P H Y

https://www.notjustalabel.com/leaf-xia

https://www.euronews.com/culture/2021/11/13/feeling-lost-how-digital-fashionis-missing-that-key-element-of-touch

https://fashionandtextiles.springeropen.com/articles/10.1186/s40691-02000242-5 http://www.diva-portal.org/smash/get/diva2:435199/FULLTEXT01.pdf

https://www.franklintill.com/journal/masters-of-tactility https://www.nylon.com/fashion/2000s-tech-fashion-trend https://www.researchgate.net/publication/301890221_AWARENESS_Tactility_and_ Experience_as_Transformational_Strategy

https://www.researchgate.net/publication/301890221_AWARENESS_Tactility_and_

THE TOUCH

Chahak Malhotra Khushi Ahuja Poorva Sharma Tanishqa Upadhyay Yukti Sharma