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EL HOBB


CONCEPT IDEA Islam is the second largest religion in the world with more than 1.6 billion worshippers not just in North Africa, the Middle East and south-east Asia, but all over Europe and the United States of America. Unfortunately, they all have been facing a lot of difficulties with integrating into other societies due to the latest events, which have been describing these nations as violent and harmful and it has become a serious issue, that a lot of people do not notice. The idea behind the concept El Hobb (meaning ‘Love’ in Arabic) stands for uniting people of various religions and etnities in order to undertsand the struggles of this Islamic society and to explore the beauty and pleasure that the Arabic and Islamic art and culture carry in their heritage via different prints and shapes designed according to the local architecture and fashion. We all live in a busy world full of unfortunate cultural and religious conflicts, however the society keeps mixing, therefore El Hobb wants to create a single item collection consisting of t-shirts and tops showcasing the spectacular art of the old Islam and fighting the prejudices about the islamic nation. By accompaning one during his busy days from morning until the evening, creating the feeling of comfort and mainly the identity of being a proud Muslim. The feeling of belonging is very important and by wearing such apparel, we would like our customers to spread the message and stand for the peace and beauty of the Arabic & Islamic nation.


COMPANY’S DNA El Hobb is created to destroy the prejudice about the Islamic society and the presented violence in Western media, therefore we consider one of its archetype Revolutionary. The collection is meant to fit everyone’s needs and become a casual part of the closet for men and women with the interest to spread the message, therefore we also call it Everyperson. By fullfiling our main visions of changing the perception of islam as a religion, which has become a worldwide problem through giving people the pleasant fashion experience, we can consider the brand’s archetype a Hero too. Due to the entire idea behind the concept, we believe, Emotional selling proposition would work the best for our project. The main target group is young, hard-working, busy people with an open mind between the age 25 - 30, college students with a rich network (good environment for sharing the idea), the ones willing to share and accept the cultural and religious experience, the successful ones (they create bigger credibility feeling). We believe in gender equality, therefore we will design a collection suitable for men and women, even the ones wearing hijab.


MISSION, VISION & VALUES The mission of El Hobb is to include and connect all open-minded people interested in sharing the Middle-eastern cultural and religious values and heritage, to present the local art in a contemporary form targeting a lot of young and successful people, and also college students with a rich network in order to spread the idea even faster. To get rid of predjudices between the nations and to fight the fears from migration. The vision is to create a clothing line for people with the same ideas, opinions and passion for art and the feeling of belonging into a certain social identity. Every consumer wearing our apparel should be proud to present and share our philosophy of islamic art and by that, to create a new vision and perception of all these nations, that have been facing a lot of discouregement and judgement. The main brand values are strong social identity, open-minded, contemporary, objectivity, awarness, pride, cultural belonging and comfort.


CASTING SHADOWS emotional playful shapes light mysterious contrast

YASMIN MANSOUR sequin embroidery plain fabric contemporary elegant contrast Arabic design structure

ISLAM

strong identity pattern tradition influential peace massive crowd colorful


The material is equaly inspired by the Qatari designer Yasmin Mansour, who really emphasises the high quality and lightness and the traditional silky Arabic clothes. Material keywords are soft, gentle, silk, light, pattern. The shape is mainly inspired by the Yasmin Mansour, who has been using minimal shapes. The keywords are simple, minimal, clean cut, contrast.

THE COLORS are inspired by all elements in the triangle with the biggest focus on Islam and Yasmin’s color card. The Islamic patterns are full of bright colors, however we need to consider, that we want to design a collection for both genders, thefore the colors must be suitable for both. The keywords are unisex, colorful, contrast, contemporary. THE PRINT is mainly based on the traditional Islamic and Arabic art, catching the star patterns, shape combinations and hexagons, considering the shape of shadows. The keywords are traditional, complex, combination, hexagon, stars, playful.

MATERIAL SHAPE COLOR PRINT


MOOD BOARD The main keywords of my mood board are the following: CONTRAST - pointing to the color contrast between the big cloud expressing the unlimited space for sharing the idea and the dark blue sharply shaped tiles that are always used as a floor; SEQUIN EMBROIDERY - as shown on the facial mask which is a contemporary version of the traditional burka designed by Givenchy; SATIN - material planned to be used for the female designs; ISLAMIC ART - gates, tiles, various colors, Moroccan and Turkish architecture, mosque; PEACE

PRINT PROGRESSION MOOD BOARD

The most common elements of Islamic print are hexagonical shapes, complex stars, astronomy inspired shapes, flowers and the colors are always very bright and combined in different variations.


MATERIAL MOOD BOARD A mixture of traditional Arabic pattern and fabric with the contemporary Yasmin Mansour’s design and minimalistic shapes.


SHAPES MOOD BOARD


COLLECTION OVERVIEW FABRIC COMPOSITION 100% silk CONSTRUCTION satin woven PRINT FABRIC COMPOSITION 80 % cotton 20% elastan CONSTRUCTION woven PRINT FABRIC COMPOSITION 100 % cotton CONSTRUCTION woven PRINT

BASIC

MID

PROFILE


PRINT COLLECTION

PLACEMENT PRINT

ENGINEERED PRINT

ALL OVER PRINT

The print is a combination of the traditional Islamic heritage and art often seen on tiles and a lot of other architecture elements and a contemporary font representing the word El Hobb.


Style name:

Collection:

Sizebreak:

Womens blouse

SS18

EUR 36

Content of a technical package: - 1 front piece, 1 back piece, 2 sleeves, 1 collar piece (cut out fabric + cutting pattern) - 4 white threads for the overlock and sewing

FRONT

BACK

FRONT

BACK


Style name:

Collection:

Sizebreak:

Womens blouse

SS18

EUR 36

DESCRIPTION: Womens blouse with a slightly standing collar and 3/4 sleeves, longer back side, shorter front side Darts: - 10 cm from each side Sleeve hem: - fold 1 cm - stitched Bottom hem: - fold 1 cm - stitched


Style name:

Collection:

Sizebreak:

Womens blouse

SS18

EUR 36

ALL-OVER PRINT

ONE REPEAT


Style name:

Collection:

Sizebreak:

Womens blouse

SS18

EUR 36

ASSEMBLING INSTRUCTIONS: 1. Overlock all pieces around. 2. Do the darts in the front piece. 3. Sew the back and front piece together on the shoulders with 1 cm seam allowance. Then iron/ steam the seam allowance appart. Do a stitch on a seam allowance 0.5 cm from the seam. 4. Sew 2 sleeves into arm holes. 5. Iron the edges with 1 cm seam allowance towards the sleeves. 6. Sew the sides together from the beginning of the sleeve until the slice starts (9 cm from the bottom of the back piece). 7. Make 5 mm double foldes on the slices and stitch them. 8. Make 1 cm simple fold on the sleeves, the remaining edge of the front and back piece and make the collar.

El Hobb Fashion Concept  

El Hobb is a fashion concept meant to connect people of various cultures, religions and nationalities in order to realise the beauty and ric...

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