Final Collection Moodboard: ESMOD Jakarta

edito

The idea of this collection is Midnight Walk in An Enchanted Forest. Inspired by the imagination of walking around the enchanted forest in the midnight, as a form of an escapism from the hustle-bustle of modern everyday life. Highlighting its magical atmosphere, sometimes having an encounter with forest spirits, magical plants, animals, and mythical creatures. A feeling when imagination and reality collide, leaving us with more curiosity to explore. This is a Women’s ReadyTo-Wear collection. The fabric used are mostly natural fabric like cotton and linen, with the addition of tulle. The color pallette is inspired by the bioluminescence of an enchanted forest. This is targeted for women with a strong imagination, women with quirky sense of style, women who work in creative industry (artists, crafters, writers, designers, etc).

"

Between every two pines there is a doorway to a new world.”

- John Muir

plants & animals

midnight walk in

An enchanted forest

Inspired by the imagination of walking around the enchanted forest in the as a form of an escapism from the hustle-bustle of modern day-to-day Every pieces portray its magical atmosphere through the graphic and writing embroidery of magical plants and animals, and also through the braided creative fabric.

whimsical mysterious

influence page

Magical Plants & Animal Details

Crinkled

Unusual Cut Collar

Embroidery

creative fabric

Inspired by the diversity of creatures living in an enchanted forest during midnight - name it insects, magical deer, magical mushrooms, ferns, fairies, etc, - every pieces portray the graphic embroidery of those creatures. Also the braid accent is inspired from the whimsical overlapping twists of the enchanted forest’s tree branches and roots.

Braid

PAGE fabric

Black Linen

Blue Linen

Dark Blue American Drill

Black Fleece

Black Toyobo Cotton

White Linen

Lavender Toyobo Cotton

Blue Stiff Tulle

Dark Blue Stiff Tulle

5 FIGURINES

TECHNICAL SHEET

Top Description

- Crop top - Round neckline

- Above elbow-sleeves

- 2 princess cut on front & 2 princess cut on back

- Back opening: buttoned down at bottom mid back, with 3 black snap buttons

- Back detail: braided applique elongated to be straps on shoulder, with 2 dragonfly patches attached.

Supplies

ASTRA Black Thread 4 snap buttons, 10mm (black-metal)

Fabric Sample

Machine Embroidery threads

Dress Description

- Midi dress (below knee-length)

- A-line silhouette

- Hood with braided inset band

- Dragonfly embroidery patch on mid neck

- Sleeveless

- Tiered fabric on hemline

Fabric Sample

Machine Embroidery threads

Description

- Bermuda shorts (above knee- length)

- Straight sillhouette

- Zipper opening with 1 upholstered button

- Waistband with 2 front belt loop, 2 on back, 2 on

side seam

- 2 front watch pockets

- Folded and sewn hemline

- Dragonfly mother & her children embroidery patches on front thigh

- 1 curved-square pocket on right back side, with dragonfly embroidery patch on top of it & braided accent

Supplies

Blue Thread

Fabric Sample Supplies

1 upholsterd button (blue linen)

Thread

Black Linen

ASTRA Black

Zipper Black

Blue Linen

Stiff Tulle Machine Embroidery threads

TECHNICAL SHEET

Back

DESIGN

Front Back

Top Description

Fabric Sample

- Tube top

- Slightly curved at top of the front

- 4 front darts, 2 back darts

- Back opening: Jacket zipper on mid back

- Sleveless

- Twisted fabric (black linen) shoulder straps

Supplies

Front Back Zoom Details

- Short shorts

- Fitted

Dress Description

- Mini dress (mid-thigh length)

- A-line silhouette

- Hood with braided fabric (black linen) hood rope

- Short puffy sleeves

- Slender ribbons on sleeves

- Ruffled fabric on hemline

Fabric Sample

Shorts Description

- Zipper opening with 1 button

- Waistband with 2 belt loop on front & 3 on back

- 2 front watch pockets

- Folded and sewn hemline

- 2 twisted fabric (black linen) hanging below the front belt loops, extend to side seam

- 2 sewn tabs on side seam hemline

- Magical plant embroideries on pocket’s patch flap at the right back

Fabric Sample Supplies

Dark Blue American Drill

Dark Blue American Drill

Black Linen

Black Linen

ASTRA Thread Navy Blue Jacket Zipper YKK Vislon Navy

DMC Black Embroidery Thread

Black Linen

Navy Blue Stiff Tulle

Black Suede Cord

1 black snap button 15mm

Zipper YKK Black

Front Back Zoom Details

Fabric Sample

Front Back Zoom Details

Shirt Description

- Fitted

- 6 Hook & eye as opening mid front

- No collar band- hummingbird shaped collar

- Bow knotted at mid front at collar

- 4 front darts, 2 back darts

- Short puffy sleeves

- Band cuffs

- Embroidered words on the band cuffs

- Below small hip length

Skirt Description

- Knee-length skirt

- Very slender waistband

- Left side opening: japan zipper

- Tiered fabric (2 panels)

- Gatherings at waist and panels cutting

- Hummingbird embroidery patches on bottom skirt

Supplies

YKK Black Japan Zipper

ASTRA black thread

machine embroidery threads

Black Linen

Hook & Eye No.3 (black) 6 pcs

Top Description

- Crop top

- Sleeveless

- Round neckline

- Balloon silhouette at hemline (gathering)

- Elastic band at hemline

- 2 Braided ropes hanging from underneath mushrooms embroideries

- 1square patch at mid front: a message to Mr. Mushroom with writing embroidery.

- 2 cuttings on back

- Back opening : japan zipper

Fabric

Skirt Description

- Mini balloon skirt

- Elastic band at waist and hemline

- Gatherings at waist and hemline

Supplies

Blue Thread

Elastic Band 3cm

Blue YKK

Japan Zipper

Black Embroidery Thread

Blue Linen

Black Linen

3 pe u b k w

Front Back Zoom Details

Fabric

- Midi dress (mid-calf length)

- Spaghetti straps on shoulder

- Sleeveless

- 2 princess cuts on front & 2 on back

- Square neckline

- Gathering at waist

- 2 hidden side seam pockets

- Back opening : japan zipper

- Writing & butterfly embroideries at mid front

- Pleats around mid front embroidery

Shirt Description

- Collar band & round collar with mini pleats around it, & embroidered blue butterfly on collar fall

- Boxy silhouette

- Short sleeves

- 4 front darts & 2 back darts

- Front opening placket with 8 snap buttons

(black)

ASTRA black thread

Black Embroidery Thread

YKK Black Japan Zipper

Black Linen

White Linen

8 plastic snap buttons

REAL FABRIC REPORT

Normal waisted shorts, Shorts length : 45cm (including the folded hem), Straight silhouette.

dragonfly crop top

FINISHING :

2 princess cuts at front & back

Fitted silhouette. The hemline : 7cm above waist line.

2 front hip pockets

- Bias tape on the edge of neckline, sleeves, & hemline, then topstitch.

- Overlock seam finish.

Fly front zipper, stitched onto the center front.

3

Rounded neckline at front & back. Slightly open back.

Curved-square back pocket (right side only)

Belt Loops : 2 front, 2 back 2 side seam

FINISHING :

- Topstitches at belt loop, front hip pocket, back pocket, fly front zipper.

- Overlock seam at the inner fold side of hemline & all cutting edges.

dragonfly

bermuda shorts

BLACK LINEN

snap buttons (10mm, metal) at mid back opening.

Linen Upholstered Button, 15mm

Folded out hemline. Sew on each inner side seam to secure the folded area.

dragonfly TULLE DRESS WITH HOODIE

FINISHING :

- French seam - Double tucked hem

Skirt part constructed using double circular skirt technique.

Skirt length: 53cm

Sleeveless

Inset band hoodie. Inserted with braided linen cord.

Tiered hem

whole look 1

look 1 without tulle dress

REAL FABRIC REPORT

Invisible Zipper 25cm

bird collar shirt with puff sleeves

Fitted silhouette. Shirt length : Slighlty below small hip line

hook & eye

no.3 (1 pair)

Bias tape on neckline. Sewn together with bodice, collar & facing.

No collar band-hummingbird shaped collar.

FINISHING :

4

- Double tucked hemline, then topstitch.

- Topstitch at the top edge of band cuffs.

- Woven overlock border at collar.

- Overlock seam finish.

6 pairs of Hook & Eye No.3 (black) for mid front opening. Attached on the facing.

Waistband at 3 cm above waist line. Skirt length : 65cm. A-Line silhouette.

Gathered at top edge of each panel.

Volumized puffy sleeves with embroidered band cuffs.

The bird image embroidered on top of linen fabric collar, finished with woven overlock

hummingbird tiered kneelength skirt

Left side seam opening: 25cm invisible zipper + hook & eye on waistband

Embroidered hummingbird near hemline.

SQUARE PANELS MEASUREMENT:

Top panel = 182cm X 10cm

Bottom panel = 400cm X 55cm

FINISHING :

- Double tucked hemline, then topstitch.

- Overlock seam finish.

1.8 cm wide waistband.

front darts, 2 back darts

whole look 2

All-black

Rubber

accessories

Acrylic Charms

insects hand chain

dragonfly hummingbird &

Velvet Ribbon

Ceko Crystal Beads

Alloy Ring

accessories

bluebell flower choker

braided bandana

Front

Back

Velvet Ribbon

Acrylic Charm

Linen Fabric

accessories

Synthetic Leather

fairy socks

Embroidered Tree

sacred tree mini backpack

Print on Cotton Spandex

sole of the socks design : leave Alittlesparkle whereveryoustep

leave A little sparkle wherever you step

bluebell flower choker hand chains

accessories realization

bluebell oxford shoes

(still on progress)

fairy socks

FRONT BACK

NOVELTY

capsule collection 21/22

about the brand

NOVELTY is a women's ready-to-wear Fashion Brand based in Jakarta, Indonesia, founded by Indraswari Sekar. The brand name is inspired by the derived meaning of "novelty" which is unusual in an interesting way. NOVELTY stands for the quality of being new, unique, striking, original, and unconventional.

NOVELTY delivers innovation, imagination, creativity, quirkiness, and freshness into every pieces of its collection. It will take you to a world you have never been before.

BRAND GUIDELINES

Main Logo

NOVELTY

CHELSEA MARKET BILLY'S HAND

#9587c0 #213f93 #0d131d #000000

#fcf7f5

BRAND VISUALIZATION

BRAND ACTIVATION

Fashion Events

NOVELTY will be participating in some of the event in Indonesia.

Media Partner

NOVELTY will put an advertisement on magazine for the promotion to gain exposure for the brand.

Personal Experience Customer Service

Membership card with brand logo, Gift with brand logo

Social Media

BRAND PLACEMENT

Instagram:

Website:

MARKET SEGMENTATION

TARGET MARKET SECTOR MARKET

NOVELTY is located at RTW Medium to RTW High and targets on women

with age range 16-28 years old who has unique taste in fashion. Our target market are fashion and art enthusiasts, those who dare to look different.

CONSUMER BEHAVIOUR

BENEFIT

- One Of A Kind Design

- Well-Finished and Neat Garments

- Conceptual design

OCCASSION

- Fashion Photoshoots and Editorials

- Fashion/Art Events and Exhibitons

- TV Show, Video Shoot & Music

Concert's Wardrobe

- Casual Occasions

LOYALTY

- Good and Friendly Customer Service

- Beneficial Membership Program

- Charitable Program

TARGET MARKET

DEMOGRAPHIC PSYCHOGRAPHIC GEOGRAPHIC

- Gender : Women

- Age : 16-28

- Nationality : All Nationality

- Occupation : Artists, Crafters, Creative Industry Workers

- Social Class : B-A (Medium to High)

- Lifestyle : Artsy

- Personality : Artistic, intuitive, imaginative, authentic, quirky

- Interests : Art, Culture, Crafts, Unique Fashion, Nature

- Region : Worldwide

- City Size : Metropolitan (city that has good art scene)

- Population : Medium to high density

- Climate : Tropical, dry, temperate

AURORA

ELDA S.