Deepwater Paige carpenter Creative design applications Fidm
Fall/wInter 2013 Better missy contemporary-Men’s/unisex activewear Women’s 2-20 Men’s 24-46 One size fits all
300$-2000$
Wealthy Younger Family Mix Young Digeratis are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew. Social Group: Urban Uptown Lifestage Group: Young Achievers 2010 Statistics: US Households: 1,403,157 (1.21%) Median HH Income: $91,104
Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix
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Top 10 Lifestyle Behaviors:
Top 10 Media Behaviors:
Travel to Spain/Portugal, 3yr Order from gap.com 1yr Buy from Baja Fresh Mexican Grill, 1mo Shop at Banana Republic, 3mo Order from zappos.com, 1yr Order from J. Crew, 1yr Order from expedia.com, 1yr Travel to Japan/Hong Kong/Other Asia, 3yr Order from orbitz.com, 1yr Order from priceline.com, 1yr
Read The Economist Read Details Read New York Times, Sunday Read W Magazine Read New York Magazine Read Wired Read New York Times, Daily Read Skiing Read The New Yorker Read GQ Top 5 Counties:
(Claritas)
Arlington County, VA New York County, NY San Francisco, CA Alexandria City, VA Santa Clare County, CA
Comme des Garcons headed by Rei Kawakubo is considered an alternative fashion line, dark, costume-like and fantastical. Comme des Garcons has both a ‘couture’ runway line for showing the true feeling of the designer in the line she creates and a Pret-a-Porter line selling street acceptable garments to fans . Both are equally dark and in some ways, comforting in it’s modesty but shocking in it’s construction and refusal to fit the status quo. Many of their clothes rely on texture of the fabric and play with positive and negative space on the body rather than colour or patterns. Construction techniques is also a major factor to create a new human form set on top of the body, over exaggerating some areas while allowing other areas to be minimalized in an odd new way. D E E P W A T E R will find it’s competition from this designer because while Deepwater is more futuristic, the themes found in both lines reflect heavily in the dark, strange clothing produced. The Pret-a-Porter lines tend to be about the same price. Though, Comme des Garcons seems to have a much more feminine aesthetic than Deepwater, similar colour palettes and design details can be found in both lines. (“ShopStyle”)
Ann Demeulemeester, the self named label from Ann Demeulemeester belongs in the same category as Comme des Garcons but plays on much darker themes. We see a lot more texture in her clothes as she stays almost strictly with a palette of black. Like most other lines, there is a couture runway line and a Pret-a-Porter line although the pret-aporter line follows more closely with the runway line in its striking dramatic mysticism. Certainly not for the faint of heart to wear on the streets. Most of the clothes found in this collection rely heavily on texture of the fabric and how manipulating two fabrics together creates this bizarre new fabric. Leather, fur, wools, and feathers among other things almost quilted together to create a strong sense of other worldly-ness. The stylings of both Ann Demeulemeester and D E E P W A T E R lines seem to take inspiration from very similar sources. There is a certain witchy vibe to both although Ann Demeulemeester’s clothing has a much more masculine feel to it and has much more detailed design work though out the collection. Again, the Pret-a-Porter lines of both are in the same price range. The same black, dark color palette can be found in both with pops of light neutrals. (“ShopStyle”)
Gareth Pugh, another self named label by Gareth Pugh finds itself at the extreme end of the “alternative/goth” fashion spectrum. His clothes are almost entirely theatrical, completely unwearble, yet disturbingly fascinating. While he does have both a couture line and a pret-a-porter line, his street wear is extremely scaled down and almost bland having only a few of the signature cuts from the couture “costume” line. His clothes rely on the shock value of how restricting yet beautiful each garment is. The simple fact that each of his creations is a wearable sculpture rather than a garment is a testament to the effort put into the construction of each one. He also uses a lot of strange and typically unused textiles in his line. While Gareth Pugh’s Couture line is unmatched, Deepwater holds it’s own against his Pret-a-Porter line with similar shapes and silhouettes, and again, that same dark aesthetic. Both have very similar futuristic tastes and similar design details. Again, both lines are in the same price range. Gareth Pugh’s line stays almost strictly black and white with the exception of a pop of metallic blue here and there while Deepwater strays into neutrals and creams. (“ShopStyle”)
PANTONE 17-0909 “This shade is neither green, grey or brown, but a new practical "in-between" chameleon shade.” This is a perfect middle ground colour for the D E E P W A T E R line, something dusty and dusky, like old books and forgotten leather in an old trunk.
Colour barometer
“For autumn/winter 2013/14 monochrome hues take on a slightly warmer and deeper cast from the previous season of mineral tones.” This trend palette covers the range of colours the D E E P W A T E R line will take on. From sooty darks, to gentle neutrals to ivory and muted crèmes.
Accent colour
PANTONE 19-1557 This accent colour adds a pop of something more when placed against the deep dark and dusty colours of D E E P W A T E R’s colour barometer. Certainly not fiery red but a slow smoldering sooty scarlet. (WGSN Creative Team)
Featured Colours in the
DEEPWATER Collection
Aged Paper Pantone 11-4204
After Storm Pantone 14-4201
Black Eye Pantone 19-3905
Abramellin Oil Pantone 4755
Evening Call Pantone 17-1506
Mind Condensation Pantone 19-4004
Fresh Ivory Pantone 11-4202
Milky Tea Pantone 14-0002
Dusty Kohl Pantone 426
Old Bones Pantone 16-3915
Smokey Taboo Pantone 19-0303
Kill Switch Pantone Black
Lunar Eclipse Pantone 19-1557
Featured textiles in the
DEEPWATER Collection
Silk Jersey 100% Silk
Organza 100% Cotton
Hammered Silk 100% Silk
Blistered Leather 100% Lamb
Jersey 100% Micro Model
Double Knit 100% Cotton
Stretch Sateen 70% Cotton 30% Spandex
Dyneema 100% Dyneema
Model 100% Rayon
Washed Nubuck Leather 100% Cow
Compression Heat Gear 50% Polyester 50% Elastane
Double Weave Organza 100% Polyester
Dark Ceremony fits into this line’s aesthetics almost too perfectly. Based on witches, sorcery, black magic, salt rings, and Ouija boards, D E E P W A T E R finds itself nestled into the modern witches wardrobe with points, handkerchief hems, deconstructed and constricting clothing and both dark shades and neutral earth tones. (Stylesight)
The Retrainst Trend can be found in the D E E P W A T E R collection, not with harnesses and leather straps but with something much more delicate; an almost boot lace tie with tiny D-eyelettes. It makes a sort of pseudo corsetry on the backs, fronts, and necks of the garments harkening back to when restraint was considered beautiful. (Stylesight)
The exact opposite of Restraint can also be found in this collection with New Dimensions, soft flowing free form clothing made of comfortable textiles in neutrals. The D E E P W A T E R collection has both for a contrast that is a delight to the eyes. In the collection one will find merrow edging so that the clothes have a delicate flow to them when the wearer is moving. Like water. (Stylesight)
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THEME STATEMENT In todays world, where Aphroditic fashions reign above all else, this line rejects all notions of safe or typical fashion in lieu of creating elegant costumes that can be worn everyday to bring out the psyche that lies dormant inside each persons skulls. Ultimately minimal in styling yet elegant in construction and in the few details that do exist. This line is a trip into old Hollywood movie monsters and science fiction films, it is a journey into the mind of it’s creator in moments of sleep paralysis when shadow figures creep along the creator’s peripheral vision, it is seated in the middle of a séance circle. Silhouettes will be soft in some places and restrictive and disturbing in others, chiffon against a boning, light silks against studded leather. This is not a luxury line, this is a line for those who are not quite human and wish to wear that fact as a beacon in a society too afraid of being different. This line is not for the faint of heart.
CITATIONS "Ann Demeulemeester." ShopStyle. PopSugar Fashion, Beauty and Shopping Network, May 2012. Web. 18 May 2012. "Comme des Garcons." ShopStyle. PopSugar Fashion, Beauty and Shopping Network, May 2012. Web. 18 May 2012. "F/W 13 Megatrends: Outre." Stylesight. Stylesight, n.d. Web. 6 May 2012. "Gareth Pugh." ShopStyle. PopSugar Fashion, Beauty and Shopping Network, May 2012. Web. 18 May 2012. WGSN Creative Team, "Seasonal Barometer." WGSN. WGSN, 16 Dec 2011. Web. 6 May 2012. "Young Digerati." Claritas. The Nielsen Company, 2012. Web. 6 May 2012.