Designing for DKNY- Design DNA

DKNY COMPANY ANALYSIS THEODORA CUCU HISTORY THAIDE 4B DESIGN DNA 18.03.2013 PREVIOUS COLLECTIONS

COMPANY ANALYSIS HISTORY Inspired by her daughter Gaby, the brand was funded in 1989 in New York as a more accessible, affordable diffusion line to run alongside with Donna Karan existing brand.

DKNY became public in 1996 and in 2006 was purchased by French Corporation Louiv Vuitton Moet.

Stores opened in London in 1997 and NY in 1999. Headquarters located in 550 Seveth Avenue in Manhattan, NY. There are currently 70 DKNY stores globally, 20 in China, 2 in Canada, 4 in Dubai and also some stores in Denmark.

PHILOSOPHY/CONSEPT DKNY reflects all the personalities of New York.

It’s not one thing, it’s everything, all together.

READY–TO–WEAR. PURE. JEANS. SWIM. ACCESSORIES. SHOES. Colors are all New York—black, white, neutrals, flashes of taxi.

Everything is a uniform to make her own.

A great white shirt. Sexy mesh netting to show some skin.

Favorite washed jeans and jumpsuits. Perfect tweed tailoring.

A sexy black dress, pencil slim or shaped and flared.

It’s as textured and graphic as a city grid— Edged. Striped. Blocked. Camouflaged. Perforated. Patched.

The bodysuit is a bathing suit.

Dress up, dress down. Sport it. Sleek it. Add some leather.

Go short or long. Skinny or slouched. It’s up to you.

Accessories are designed to hit the streets.

The city visor or cap block sun. The beltbag frees up hands.

The lightweight backpack or tote packs it all in.

Finish with the sexy heeled high–top or essential ankle–strap pump.

Fashion. Friendly. Flexible. Fun. DKNY is a brand born and inspired by life in the city. “

DESIGN DNA PRODUCT The colours have a small variaty. The noncolours are always present-black& white and their shades. Most of DKNY collections are spiced up with electric colours: pink, blue, yellow, red.

Light denim blue and shades of brown are usually mixed with black and white.

Prints are always following the trends: animal prints, military, flower prints.

The forms and lines are feminin, focused on well body fitting. Boxy but also waist emphasizing and flared hem lines . The designer always gives different options for dresses, skirts, jackets and coats lengths.

The materials usually used are wool, leather, denim, jersey, chiffon.cashmere, mostly combined to create a dramatic look: cashmere with knitted or leather with wool, fur. DKNY is known for using some of the best materials.

The brad’s symbol is often beying used printed on t-shirts, sweaters, jumpsuits.

USER DKNY target group is 25 to 35 years old who are globally aware and goal oriented, the commercials and visual relates are inspiring and up to date with the latest trends.

Known for that is functional and well fitted, so that the user can rise her hand easily and get a cab, run down on subway stairs and be as active as possible durring a regular working day in the big city while looking fabulous.

Leading to emotional state of mind of the user, DKNY woman feels productive and creative, ambitious and confident. She is getting energy to be sociable and perceived like a true woman with multiple abilities.

CULTURE Besides person and organization of the company mentioned above in the history, DKNY is also known for dealing with sustainability issuea while using real fur and leather during the years. Donna Karan has been implicated in several media releases and protests regarding the use of real fur. The People for the Ethical Treatment of Animals( PETA) had a big influence on Donna Karan’s image, which has been named “DK Bunny Butcher”. All in all the brand is still a success and has been slightly affected.

PREVIOUS COLLECTIONS FALL 2012 RTW DKNY basically divides the collections in “for work” and “for play”. Fall 2012 RTW notes for Poetic Rebellion, inspired by Beat Generation. It had a polished effect though emphasized by the accentuated use of black. Smart looks present- the leather skirtsuit and boxy wool jackets with leather sleeves over narrow, creased trousers and all accompanied by the amazing accessories, make up and pony tails as hair styles which completed the New Yorker perfect picture.

It is obvious the collection is meant to dress the young professionals. The animal prints gave a Paris frisson of sex touch, as well as the flippy skirts, pointy belts and leather trims. The collection senses the polish grown-up, attempting the luxury and sophistication as “a little girl playing dress-up”.

The color palette predominates black but there are also touches of gray shades and magnetic blue, fuchsia, and dark ink blue. Red is also present in accessories for shoes.

The key element is by far the great tailored fuchsia wool coat.

PREVIOUS COLLECTIONS SPRING 2013 RTW For the spring 2013 RTW collection, the designer was clearly into an Empire state of mind. Pieces from the label’s sub-lines, pure DKNY jeans had been shown on the runway.

Representative pieces were the chambray jumpsuit tied around the waist styled with the silk button-up, the coated cotton-down paired with distressed denim Bermuda shorts. The cotton logo t-shirts were on the other hand were not missing.

Predominant colours were plain black and wite, gray shades present in the military prints, light blue denim, yellow, silver and coffe late brown.

The urban athleticism brought femininity through the leather trims circled skirts cut from spongy coated mesh, oversized color blocked car coats and neoprene- jersey gowns.

The accessories brought the playful idea always present in DKNY’s collections: baseball caps, leather knapsacks, fanny packs and sneakers.

PREVIOUS COLLECTIONS FALL 2013 RTW The 2013 FALL Collection showed up several iconic DKNY items- oversized quilted bomber. The show meant all again “street style”: urban outfits were the focus of this season. Sweatshirts, juxtaposing, sporty but yet sophisticated outfits.

For prints, pixilated leopard-offering wild, sidewalk-ready alternative to the previous camouflage used print.

90’s silhouettes brought a nostalgic retro mood.

Coats in black and camel narrowed down the flashing pink and red.