Final major project presentation

Final Major Project Section Redesign of Islamic Fashion Magazine in Turkey - Ala Dergi

Hanan Hussein MA GRAPHIC DESIGN

Synopsis • Introduction • Research • Development • Final outcome

Introduction INTRODUCTION • Statistics for Islamic Clothing consumption

BACKGROUND • Ala Dergi Magazine: Turkey • Aquila Style Magazine: Indonesia

AIMS AND OBJECTIVES RESEARCH AND DEVELOPMENT Designers who inspired my work.

• Page Layout • Grid System • Art Direction

FINAL OUTCOMES • Redesigned section of Double page spreads for Ala Dergi Magazine • Freestyle Magazine

Statistics STATISTICS • Global Islamic economy report 2013: Muslim consumer expenditure on the clothing / fashion will rise from 224 billion in 2012 dollars to 322 billion dollar estimate by 2018.

• 2012 countries data and statistics: Islamic consumer clothing consumption Turkey 27 billion Indonesia 25 billion Iran 21billion

Egypt 16 billion

Saudi Arabia 15 billion Pakistan with 14 billion

• Therefore the Islamic clothing consumer market takes second position with 94 billion in spending after United States as the largest market in the world, all together.

Background • ALA DERGI In the summer of 2011, Âlâ Turkish women’s magazine was first recognized for its cover that had models covered with the most controversial piece of cloth in turkey (headscarf).

Since the first publication in July 2011, it has exceeded sales of Elle and Vogue.

• AQUILA STYLE Award winning fashion and lifestyle magazine known for its innovative/outstanding photography and appealing Islamic fashion designs.

Founded by Dina Toki, Aquila represents modern Muslim living, pairing lifestyle with spirituality.

Aims and Objectives Aim – This study sought to redesign and improve the graphical content of Âlâ magazine to suit its contemporary readership and also compete favorably with high end western fashion magazines.

Objective – To re-design a well defined concept/ sector for the conservative Islamic fashion magazine “ALA DERGI”.

Research questions • How can religious fashion be featured in modern fashion magazines?

• How can image and typography reinforce the understanding of a text and amplify its meaning within a layout?

• How can an Islamic fashion magazine serve an underserved section of the population to meet demands of an unexploited niche in the fashion industry?

Research and Development • The redesign is informed by works of; – Alexey Brodovitch – Jan Tschichold – Josef Muller Brockmann – Peter Saville – Islamic art (Geometry &)

Alexey Brodovitch Magazine spreads

Developed double page spread

Jan Tschichold Jan Tschicold Secret Canon of Page Harmony

Developed double page spread

Josef Muller Brockmann Josef Muller Brockmann grid system

Developed page spreads basing on grid system

Peter Saville

• Art direction

Philip B Meggs:

The language of Graphic Design

Developed page design substituting letter with image

Islamic art

Final outcome •

Refer to Portfolio: Final page spreads

Evaluation Photography • My interpretation is due to several reasons. First of all, I identified Nada as an upcoming designer with fashionable clothing and style which the Muslim women are most interested.

I wanted to promote her brand and also create designs that suit and meet the demands of Ala magazine’s readership /audience. The colors and images represent the diversity of the Islamic fashion styles and how they can be mixed and matched, or found for purchase. The design featured only women because I wanted to empower the oppressed women and encourage them to wear headscarves in a stylish way.

Graphical Content • I used the knowledge I got from my research about historical graphic designers not to just imitate what they developed but to expand and develop their techniques with in the field of graphic design. However, the appropriate grid and design skills were used to create a sense of effective communication and structure around what already exists.

Acknowledgement •

Special thanks goes to my tutor Brent - Hardy Smith for all his feedback, guidance and wonderful sense of humor. To Rowan Bailey for her outstanding support all through the course, Indah Nada Puspita for her phenomenal photography and inspiring Islamic fashion blog, To my classmates for keeping me motivated and laughing and all of my friends, family and fellow course mates for their support.

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Most of all, thank you to the University of Huddersfield for keeping me inspired everyday.

Reference List Websites / Blogs/ journals/ articles/ books • HijUp, 2012 (November 4).Inspiration: Indah Nada Puspita: Fashion Blog Darling, http://blog.hijup.com/2012/11/indah-nadapuspita-fashion-blog-darling/ • Fashion in Headscarves, 2014 (May 9). Retrieved from http://indahnadapuspita.blogspot.co.uk/2014/05/the-trio-colour-inamsterdam-street.html • Janmohammed, S. (2012). Muslim Fashion/ Islamic Branding consultancy and Marketing for Muslim consumer markets Ogilvy Noor. Muslim Fashion.

• muslimvillage.com (2013). Islamic fashion industry – $322 billion by 2018. Retrieved from http://muslimvillage.com/2013/11/29/46752/islamic-fashion-industry-322-billion-by-2018/.

• Richard, P. (2012). A history of the headscarf ban in Turkey. Retrieved from http://www.turkishreview.org/newsDetail.

• BBC News Channel (2010). Turkish designers pioneer ‘Islamic fashion’. Retrieved from http://news.bbc.co.uk.

• Design is history (ND). Alexey Brodovitch (1940). Retrieved from http://www.designishistory.com/1940/alexey-brodovitch/.

• @Retinart (2013). Tschichold’s Secret Canon. Retrieved from http://retinart.net/graphic-design/secret-law-of-page-harmony/.

• Meggs, P. B. (1992). Type & image: The language of graphic design. Chichester; New York: Wiley.

• gra 401 (2009). Studies on Type and Image. Retrieved from http://gra401.tumblr.com/post/204127705/studies-on-type-imagerelationship-summary