VERSUS SPRING 2014
COLLECTION By Hrรถnn Blรถndal Birgisdรณttir
1 VERSUS 2 TARGET CLIENT 3-4 S/S 2013 COLLECTION REVIEW 5 TREND FORECAST FOR 2014 6-7 S/S 2014 COLLECTION 8-13 CONCEPTS & COLOR STORIES 14 DATES & DEADLINES
VERSUS Born in 1989, Versus was created with the approach of being original, unconventional, young and artistic. Donatella Versace was named the creative director in 1990, by the founder, her brother Gianni Versace, as well as being his muse and vice president of the company. Collections of ready-to-wear, accessories, eye wear and watches were presented in New York, during fashion week each season from 1995 - 2003, in 2004 all the lines were discontinued except for accessories and sunglasses and in 2005 Versus was shut down. In 2009, Donatella Versace, teamed up with Christopher Kane and Versus was relaunched after being closed for four years. Christopher Kane then became the co-creative director and stayed with Versus until in the fall of 2012, when he designed his last collection for the brand (the spring 2013 collection). The style of VERSUS is often inspired by Versace in the 90’s, shiny fabrics, bright colors and glamorous shapes. "Versus was born with an innate creative approach, with a strong focus on innovation, flair and the unconventional. An artistic force that takes present fashion forward, anticipating new trends and embracing challenge." Gianni Versace
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VERSUS
TARGET GROUP
Today, VERSUS is a high profile brand with a target client of women aged 20-35, with a glamorous but a little rock and roll style, who are not afraid to wear daring designs and try new things. With a medium high/high income, independent, interested in fashion, art and culture, body conscious and love to get dressed up. VERSUS is definitely not for everyone, but those who find the brand does appeal to, are most likely to be loyal to the brand, since it has a strong image and personality. They keep up with the latest trends, read fashion magazines and websites like Vogue, Elle, style.com, vogue.it and are inspired by A-list celebrities and modern day fashion icons.
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SPRING / SUMMER 2013
SPRING / SUMMER 2013 REVIEW The VERSUS spring/summer 2013 collection, consisted of a lot of mini dresses and skirts, primary colors and bold patters. The electric pink was dominant as well as cobalt blue and bright yellow, mixed together in patterns or color blocking. The fabrics were mainly PVC, nylon and mesh, some knitwear and polyester. There were a lot of loose fitted tops and shift dresses as well as the company’s signature miniskirts/dresses. Some accented waistlines and loose pants, both long and cropped. For details, zippers and plastic chains had been added in unexpected places
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SPRING / SUMMER 2014 FORECAST The retro 70’s spirit will be dominant in the spring of 2014, but with a modern twist. The trends are vibrant, bright, easygoing, bohemian and youthful. Pink colors inspired by exotic flowers, warm ocean blues, shades of purple and pastels. The fabrics are luxurious, fluid chiffon for perfect draping, different textures and finishes, modern lace with geometric shapes, naturally dyed denim, decorated jeans and yarn dyed jacquard. The shapes are a flashback to the 70’s, high waisted pants, flared jeans, cropped jackets, fitted dresses to beautifully sculpt the body as well as more flowing shapes.
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THE NEW COLLECTION SPRING / SUMMER 2014 In the past 3 years, the VERSUS summer collections have either consisted either of primary colors or pastels. In the spring/summer 2014 collection however there is a bit of both. Bright colors inspired by gemstones, shades of emerald green and violet, and pastels with a twist, bright peach and light blue. The whole collection is inspired by the 70’s, the waistline is high on both the pants and skirts, Loose shirts and open back tops, strappy tops/dresses inspired by the 1994 Versace bondage collection as well as structured lace dresses and tops with a devoré print. This new collection will stay true to the brand’s target group, the strong personality of VERSUS is shines through with the colorful prints and beautifully fitted designs.
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THE NEW COLLECTION SPRING / SUMMER 2014
SILHOUETTE High waisted skinny jeans & High waisted flared pants Open back tops & Loose shirts Fitted Minidresses
COLORS TROPICAL - Yellow / Blue / Orange / Green GEMSTONES - Emerald Green / Topaz Blue / Violet NEON PASTELS - Bright Peach / Turquoise / Light Blues / Whites
MATERIALS Silk Chiffon / Denim / Cotton / Jacquard Lace
DETAILS Gemstone Embellishments / Fringes / Exotic Patterns / 70’s Inspired Shapes
KEY ITEMS Loose light fabric shirts / Open back tops / High Waist Pants & Skirts Matching Tops & Skirts / Cropped Tops / Jacquard tops & Minidresses
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ETHNIC BRIGHTS
FABRICS Poplin / Chiffon / Stiff Jersey C W-010 1107-MC
569 - C
DETAILS Straps On Dresses & Skirts Tight Fitted Dresses & Skirts Layered Chiffon / Ethnic Patterns
C W-020 0251-ck
7686-C
569-c
C W-090 1183-MC
ITEMS 2 Printed Cropped Tops With Straps 2 Solid Color Cropped Tops With Straps 2 Printed Miniskirts To Match The Printed Tops 2 Layered Chiffon Solid Color Miniskirts 2 Printed Minidresses With Straps 6 OUTFITS
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70’S THROWBACK
5265-C
567 - CW
FABRICS Chiffon / Colored Denim / Cotton
DETAILS High Waist / Loose Fit Tops / Bead Embellishments
CW-040 0643-CO
C W-040 2599-CO
ITEMS 2 Open Back Tank Tops 2 High Waisted Denim Shorts 2 High Waisted 70’s Inspired Pants 1 Silk Chiffon Loose Cut Shirt With Open Back 1 Silk Chiffon Loose Cut Shirt
6 Outfits CW-050 3560-MC
624-C
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NEON PASTEL
FABRICS 710-C
306-C
Denim / DevorĂŠ Printed Lace
DETAILS High Waist / Structured Dresses & Skirts
ITEMS 7604-C
CW-020 1499-MC
2 Tight Fitted Lace Minidresses 2 Tight Fitted Lace Miniskirts 1 High Waisted Skinny Jeans (Light Colored) 1 High Waisted Denim Fitted Skirt 1 Jacquard Open Back Long Sleeve Top 1 Jacquard Sleeveless Top
6 Outfits 551-C
C W-050 3543-CO
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DATES & DEADLINES JANUARY - FEBRUARY Textile fairs, Collection of fabrics + Start designing the spring 2014 collection Review meetings with marketing department - Deadline for design department: February 20th
MARCH - APRIL Product development - Deadline for products: April 20th
MAY - JUNE Sample launch
JULY Final samples ready - Deadline: July 20th
AUGUST - SEPTEMBER Fashion weeks
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