“Good shoes will take you to good places”
CONTENTS
Brand Ethos - 6 Consumer Board - 7 Moodboard - 10 Colour/Detail Board - 11 Initial Design Ideas - 12 AW 12/13 Line up - 17 Design Sheets : Pumps - 18 Design Sheets : Booties - 22 Design Sheets : Boots - 27 Design Sheets : Flats - 30 D e s i g n S h e e t s : Tra i n e r s - 3 4 Range Overview - 38 Range Plan - 40 Photos of Prototypes - 42
BRAND ETHOS
Ahn is a firm believer in how a woman’s confidence can affect her performance. A woman in good shoes will not only better her posture but better her attitude and mindset essentially taking her to “good places”. Ahn strives to portray this belief by creating designs for women to feel comfortable and confident in, thus fulfilling her goals whether it be in a social or a working environment. Successful completion of combining s¬ophisticated, chic designs with comfortability is the predominate identity of the brand, though the designer’s quirky fun twist to them will be another key attribute to the brand’s identity. Ahn is a contemporary luxury brand that could be characterised as clean, classic yet contemporary eccentric aesthetic with the exclusive use of high-quality materials. A bespoke service will be available on request allowing the consumer to have direct communication with the brand and a clearer understanding of the product and it’s attributes. Ahn believes a pair of shoes should be worth investing in when the consumer is comfortable, confident and has a sense of exclusivity and individuality when they are in them. The collection for Autumn/Winter 12/13 will illustrate the designer’s understanding of core consumer’s desire for innovative yet comfortable footwear. This range will take inspiration from ALTER EGO.
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Consumer A – 25 – 30
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Lawyer
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Lives London, UK
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Drives a Mini Cooper
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Likes to go cinema with friends or live music bar
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Fan of Acne
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Alternatively shops in COS, American Apparel, TOPSHOP
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High heel lover
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Addicted to Chai-tea Lattes
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Likes to vacate in New York or Paris
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Consumer B 30 – 35 •
Head of design department in a large company
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Single
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Lives Surrey, UK
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Enjoys nightlife by going bars with friends
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Likes to invest in simple but strong piece
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Very organized
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A lot of business travels around US and Europe
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Shops mostly online at net-a-porter and farfetch
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Stays connected via twitter and other apps on her ipad.
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Consumer C 35+
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Owner of a vintage boutique shop
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Mother of a 9 year old
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Lives in Seoul, South Korea
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Drives a Land Rover
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Enjoys brunch on weekends
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Collects art pieces
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Shops mostly in boutiques or multi-
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Subscribed to Noblesse Magazine, a luxury lifestyle magazine.
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Enjoys walks in the park with her daughter and dog.
shops in Chungdam-dong, Korea
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Moodboard
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Colour/Detail board
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Initial Design Ideas
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Initial Design Ideas
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Initial Design Ideas
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Initial Design Ideas
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AW12/13 Lineup
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PUMPS
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AW 12/13 Collection ; Lucifer
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raw edge opening
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separate vamp and counter covering separate platform and heel
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perspex insole piece inserted where gap is shown
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plastic hex nuts woven at the back
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slim rubber sole
AW 12/13 Collection ; Michael
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raw edge finish
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moulded vegetan straps
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covered insole
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rounded toe
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leather covered heel
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slim rubber sole
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AW 12/13 Collection ; Seraphim
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moulded vegetan straps
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contrast inner and outer upper pieces
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velcro closure on strap
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contrast slim sole
BOOTIES
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AW 12/13 Collection ; Lilith
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rounded toe
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moulded vegetan straps
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slim rubber sole
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zip closure
AW 12/13 Collection ; Uriel
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raw edge toe opening
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zip closure
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moulded vegetan straps
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mirror silver platform
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rubber slim sole
AW 12/13 Collection ; Moroni
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moulded vegetan straps
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raw edge opening between vamp and counter on the outside
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contrast slim sole
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zip closure
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BOOTS
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AW 12/13 Collection ; Sammael
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metal toe cap
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moulded vegetan straps
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zip closure
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metal heel with slim rubber sole
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AW 12/13 Collection ; Babalon
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moulded vegetan straps
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zip closure
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raw edge opening between vamp and counter
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slim rubber sole with a block heel
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rounded toe
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F L AT S
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AW 12/13 Collection ; Succubus
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moulded vegetan straps
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contrast slim sole
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velcro closure
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rounded toe,
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AW 12/13 Collection ; Balan
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french binding
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moulded vegetan straps with turquoise edge dye
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almond shaped toe
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contrast slim sole
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TRAINERS
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AW 12/13 Collection ; Azrael
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moulded vegetan straps with metallic silver finish
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padded tongue and cuff
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velcro and lace closure
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almond shaped toe
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silver eyelets
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contrast flatform sole
AW 12/13 Collection ; Gabriel
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silver metal toe cap
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french binding
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turquoise edge dye finish
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contrast slim sole
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lace closure
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AW12/13 RANGE OVERVIEW
I N T O TA L : 3 pumps 3 Booties 2 Flats 2 Boots 2 Tra i n e r s There are 12 different styles in the range which 6 of these (the booties and the pumps) can have their height changed if requested. Every style has two colour options therefore there are 24 options in the range.
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AW12/13 RANGE PLAN
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PHOTOS OF PROTOTYPES
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