TASK 4

Brand Philosophy Our modern world today forces brands to think of innovative way to represent itself.

Mad House offers a unique and authentic design that incorporates the deeper global issues of the modern day in their work as well as introducing to a sustainable but fashionable piece of garment in their collection.

In today’s reality “The end of the world” Is the most frightening prediction that human-kind has made. This collection explores the theme of surface “Contamination” revolving man’s adaptation to extreme intoxicated environment which the idea of Biohazard “Protective wear” will be explored such as Hazmat suits and quarantine uniforms, survival jackets; skin and surface protection from harmful atmosphere. The flamboyant contrasting colour represents the brand’s core style as very vibrant and outgoing. Mad house aims to re-create what Men’s outwear would be like in our modern-day world. The collection places an emphasis on plastic contaminants, chemicals, toxic substances which inspires this collection providing a dystopian perspective of fore-coming mankind future introducing the idea of an Apocalyptic overview of detrimental damages humankind made on the planet. The brand’s style will be recognized by its unique use vibrantly synchronized juxtaposition of contrasting colours (brand political statement pieces) and the use of different of heavyweight materials and recycled fabrics as it will be sustainability focused meanwhile giving a contemporary futuristic sportswear aesthetic with an added glimpse of ominous. Pockets and straps will be explored where functionality will be explored through styles lines and experimenting with layering of clothes and deformed silhouettes that imitates the idea of covering the self.

This collection is Inspired from comedian novel “Stark” 1889 by Ben Elton’s apocalyptic literature conspiracy of influential men who had been aware that the planet’s ecosystem is approaching total collapse. An unmanned aircraft was built with supplies. Attempting to save their own lives they left behind the people in “total toxic overload” where the idea of the contaminated self is explored through the use of colour inspired by “toxic chemicals” e.g. oil leaks are explored (rainbow) juxtaposition with bright neon contrasting colors which signifies toxicities e.g. black will be used to give a bold aesthetic.

The brand believes that sustainability should be within the core of the brand’s value and that all garments are base material source from recycled fabrics or lessimpactful to environments. The playing of revolutionary tensions of functionality and sportswear with outerwear is highly portrayed in the collection as a part of Mad House’s brand style.

Mad house is an emerging fashion brand for menswear that sets in high street sector, a semi- high-end ready-to-wear market level pieces that are sportswear looking. The brand’s ethos targets young adults and middle age men who is confident and a trend-setter whom is not afraid to stand out .The brand specializes in using recycled plastic goods, wet suits, quarantine garments for its’s collection with a long-term vision of being an ethical and innovative brand at the same time providing its customers with a futuristic looking and fun looks; Marine Serre, Paolina Russo and Ice berg are the brand’s muse

“Time traveller” MHFW002 Style no : 2 Shoe size : 47 M ( Mens )

“Stepped on a stardust” MHFW001 Style no : 1 Shoe size : 47 M ( Mens )

Technical evaluation (500 words) This Pre-collection has allowed me to grow as a designer mainly strengthening my skills on how I make my toiles. The making processes were faster I began to realise the increase in the speed of making e.g. pattern cutting, sewing. I also improved tremendously my in-risk tasking abilities and problem-solving skills. I also improved majority on y draping skills and started to understand how garments can be more manipulated in an easier way than my previous ways back in year 1 and 2. I managed to make the look simple and duplicated in a different way even though the types of garments are the same but doing this by the careful textiles and colour arrangement for each look. I have also completed an accessory piece to go with the looks which are the hand-knitted shoes and hat that really convey the whole overall theme and mood I am going for. One of the main challenges I faced during term 1 till 2 was my wrong type of fabric selection which caused me to have to face some problems in the making process. The neoprene I used was not the correct type and made the production process hard and nearly impossible to be achieved. There was a huge gap in my knowledge in how I select the appropriate fabric since when I did the toiles with calico, I never had a problem unlike when I used the real or similar to real fabrics. It is fair to say that time management was also a main issue and I had to be more organized and distribute my time wisely. In order for me to continue growing my knowledge I need to keep practicing sewing and pattern cutting in order to perfect the skills that can be further developed as well as at the same time setting a standard to myself to cater for the best quality in a timedenvironment in order to be successful realistically. My levels of achievement so far would be how I distribute the similar looks in the collection in order to make my pieces more achievable within the time frame e.g. I have some looks that is a duplicate of another which makes it easier for me to manage my workload as I can obtain the same patterns from some looks and incorporate them to the next as that I find was a very effective tactic in order to lessen my workload within the whole year. However, one of the main skills that I need to perfect would be my sewing skills as I believe that would be my weakest as well as pattern making. Since the circumstance forced me to have complications in making, I have to say that it has greatly impacted on my collections as there are somethings that needs to be finalised in order to give me a fuller understanding in how I will be making my PreCollection. This will have to be further solved by technical aspects within design as many areas would be on halt especially the making process.