UPCYCLING & LASER CUT TECHNIQUEWorkshop1UPCYCLING&LASERCUTTECHNIQUE
TABLE OF CONTENTS UPCYCLING What Does Upcycle mean……………………………………………………….….… 2 Upcycling In Fashion…………………………………………………………………….. 4 LASER CUT Utilization of laser cut in clothing as a result of upcycling project... 5 D-House…………………………………………………………………………………….…. 7 MARINE SERRE Marine Serre Brand…………………………………………………………….………. 8 End OF Cycle Product………………………………………………………….………. 10 Fall/Winter Collection 2021-2022………………………………………..…….. 11 Brand Identity…………………………………………………………………………….. 12 Sevdaliza The Ambassador Of Marine Serre ………………….…….…..... 13 ANALYSIS THE BRAND SWOT Analysis…………………………………………………………………………..… 15 Target Segmentation…………………………………………………………………..… 16 Buyer Personas……………………………………………………………………..……... 17 PROPOSAL How We Can Improve The Brand …………………………………….…..……... 20 Trends of 2023……………………………………………………………………………… 21 What Is Metaverse?.......................................................................... 22 Imperfection As A Trend For 2023………………………………………………… 23 Design Inspiration………………………………………………………………..………. 24 PROTOTYPE Prototype…………………………………………………………………………………….. 26 UPCYCLING & LASER CUT TECHNIQUE
UPCYCLING & LASER CUT TECHNIQUE
WHAT UPCYCLEDOESMEAN?
Upcycling represents a variety of processes by which “old” products get to be modified and get a second life as they're turned into a “new” product.
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UPCYCLING IN FASHION
Upcycling is generally understood as a design-based circular fashion approach, where pre- or post-consumer textile waste material is repurposed to create new garments. Upcycling is a growing trend among fashion designers, helping to save resources and keep tonnes of textile waste out of the waste stream
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Using laser cut as a technique in fashion industry is an acceptable way to be creative but using this method as an upcycling idea is in next level of creativity and innovation. It can be seen in the fashion industries how much wastes is going to be produced each day and some times we cant do any thing about except evacuating in the sea or burn them on the ground. The idea of using waste fabric as a new material for clothing with laser cut technique can be a practical solution at least in a small percentage for reducing these debris in the environment.
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UTILIZATION OF LASER CUT IN CLOTHING AS A RESULT UPCYCLINGOFPROJECT
TheD-HOUSENewFrontier Of Hi-tech Upcycling D House is a new fashion hub whose printing,technologieshasDyloangivetransformmainnewcraftsmanshipfashionfashionitnew,abeenlaser UPCYCLING & LASER CUT TECHNIQUE 7
UPCYCLING & LASER CUT TECHNIQUE
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French designer Marine Serre, founder of the eponymous label, has always pursued an approach that she defines as "eco futurist”, the result of the hybridization of apparently distant worlds, from sportswear to utilitarian clothing, from ready to wear to tailoring.
MARINE SERRE
Adopts a comprehensive approach based on upcycling : since her debut, in fact, at least half of the clothes and accessories in each Marine Serre collection are derived from end-ofcycle products, deadstock, secondhand clothes, recycled materials, textile wastes and so on.
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END OF PRODUCTCYCLE
2021-2022
The latest Fall/Winter manufacturing process of the collection, taking the viewer into the offices and factories where it has been made: a story in images that winds its way through piles of discarded clothing, vintage scarves stitched together in new creations, linen obtained from home furnishings (doilies, tablecloths, sheets, pillowcases, etc.), threadbare T shirts disassembled and then reassembled according to new configurations, and the list could go on and on.
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As for eco-futurism, she summed it up into three simple concepts: "circularity, climate neutrality and resilience. In other words, it's about rethinking the future". A philosophy which, as certified by this latest collection, plays a crucial role in the brand identity.
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TheSEVDALIZAAmbassador Of Marine Serre
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Sevdaliza, is an Iranian singer, song writer, director who stared in Marine Serre SS2021 new collection fashion show and film. She got more famous and popular by this show.
ANALYSIS THE BRAND UPCYCLING & LASER CUT TECHNIQUE
Automation of activities
• High inventory days in
policiesenvironmental
competition pro
•
• Slight investment in
•
core
compared competitorsto
STREGHNTHS
•
High level of customer satisfaction
•
research developmentsand
• pricing strategy in the new market with new technology
Reliable suppliers • product innovation
buying behavior
WEAKNESSES OPORTUNITIES THREATS
• Imitation of the low
• Intense
•
counterfeit and
• Changing consumer
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Good Returns on Capital Expenditure
• New
• Open up new market new trends in behavior
• Growing strengths of distributors
• Lack of ability of tackle
• New customers from online channel
costumer
local
SWOT Analysis
with
Strong Brand Portfolio
• Limited success outside business
Strong networkdistribution
•
quality product
with new entrants
• currency fluctuations
• Habits: Healthy life style, being vegetarian or vegan , Doing sport
• Mobile phone use: high
DEMOGRAPHICGEOPHRAPIC
• Male and Female and LGBTQ
• High income
• Activities: yoga , meditation
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• 1500 2500 $ for couture
• All around the world (Europe, Asia, USA, …)
BEHAVIORS
Target Segmentation
• Age 18 40
• Fears: Environmental issue, fashion garbage , global warming, war
• Hobbies: ,backpackingenvironmentalAttendingcampaign
• Social media use: high
• Mainly countriesspeciallyEuropeScandinavian
• Language spoken: mother tongue + English and/or any other language
• Purchasing style:
• Job role: Environmental scientist , Architecture, civil Engineer ,Sustainable Engineer , Energy Manager, Fashion magazine editor
• Budget: 300 1000 $ for
• medium high
• Education : BA and MA
•
• Four season climates
• Suburban and urban areas
• Attitudes: attention about what they wear, eat and travel. care sustainabilityaboutand futurism & environmental
• Values: respect nature , being strong, innovation, futurism ,upcycling and reuse vintage
PSYCHOGRAPHICS
BUYER PERSONA 1 SEX: EDUCATION:AGE:Female32 Fashion magazine editor INCOME: FRUSTRATIONS:LOCATION:HighLondonEnvironmental issue MOTIVATION : work on sustainable and upcycling INTEREST:magazinebeinginnature , reading , gardening FACTORS INFLUENCING BUYING DECISIONS : Sustainability /creative design /High quality BRANDS AND INFLUENCERS : Cate Blanchett , Prince Harry , Mother of Pearl, Hyer Goods UPCYCLING & LASER CUT TECHNIQUE 17
BUYER PERSONA 2 • SEX: Male • AGE: 40 • EDUCATION: Architecture • INCOME: High • LOCATON: Stockholm • FRUSTRATIONS: Global warning • MOTIVATION : design environmental friendly building • INTEREST: play hang drum , backpacking • FACTORS INFLUENCING BUYING DECISIONS : Innovation, futurism , reused vintage items • BRANDS AND INFLUENCERS : David Attenborough / Leonardo DiCaprio / Gucci/Stella McCartney UPCYCLING & LASER CUT TECHNIQUE 18
WE
• Improving the satisfaction of their particular costumers • Wider supplier • More innovation • Support portfolio • Developing the brand compare to competitors • New techniques for new policies • Online advertising of laser cut line • Corporation with D-house • Answer to the new trends • Uniqueness of the brand • International sale UPCYCLING & LASER CUT TECHNIQUE 20
OUR
BRAND
IMPROVE
HOW CAN THE BY DESIGN
TRENDS OF 2023
Using fabrics with chemical materials, Metallic and colored synthetic leathers, Chiffon and organza fabrics on clothes of completely different colors, Metallic and transparent fabrics are the most significant elements as the WGSM website announced for 2023 new trends.
WHAT IS METAVERSE?
Metaverse world is expected to influence all aspects of people's lives from fashion to architecture, economy and technology in the coming years. The years in which we live are a bridge to great changes, and the years after this era are remembered as a turning point in virtualization and transformation. Our goal is to go with the flow of the metaverse and build an ideal world. A superior world where we can live in our fantasies and dreams without time and space limitations. We go a little further than metaverse and combine it with nature. We violate our limitations in nature and add the impossible to our daily lives and to the world we create.
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Imperfect design languages with strong visual impact lead the boom. These flaws of semi-finished products can better meet young consumers’ desire for personality. Exposed liner and raw edges all interpret this unique aesthetic.
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FORASIMPERFECTIONATREND2023
FINAL DESIGN
We tried to upcycle old artificial leather coat into new accessory. The design is inspired by metaverse concept and its importance in our daily life and we used trendy material and shape for this .
As already mentioned, the Marrine Serre brand indulged in upcycling, innovation, futurism, and the reuse of vintage items to interduce new products.
In other words, the utilization of Laser cuts in clothing as a result of the upcycling project will allow the brand to create the laser cut, the upcycling object which will be added to clothes as a second layer. Moreover, turn clothes into converted clothes (with or without laser cut objects) which can be used differently as a concept of slow fashion.
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UPCYCLING & LASER CUT TECHNIQUE
We inspired by MARINE SERRE’s clothing collections creativity and metaverse concept and its importance in our daily life and we used trendy material and shape for this accessory we made. generally metaverse can defined by curved and bent shapes into the nature and it is a floating and light object in the air . So we produced an fashion accessory made of artificial leather in a way that covers the shoulder and hand to show the floating and lightness of the concept and also seems like twisted wires and frequencies in this world.
UPCYCLING & LASER CUT TECHNIQUE
PROTOTYPE
26
This product is an idea and prototype for MARINE SERRE fashion designer as an upcycling project to support her creativity in using wasted materials as new materials in her collections.
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MEET OUR GROUP
SHAGHAYEGH PEYKAM
SHABNAM PEYKAM
