Things I have noticed

Since starting to focus my studies more on the fashion industry, I have really become aware of the style of each of the high street brands. Before A Level fashion, I must have been pretty nieve to be honest as I really just went into any of the favourable women's high street stores and bought clothes that I liked, not really paying much attention as to where they are from. Yet as I am becoming more aware of the importance of brand identity, I am growing ever more cautious as to the brands that I buy my clothes from.

Don't get me wrong- I am just a student and can't afford Doce and Gabbana (yet), but I have started to question whether the brands image is really my style. Take River Island for example. I used to shop there quite a lot, but now I have noticed that the clothes definitely have unique trims and finishes that make them just not to my taste. The dresses are for the most part boob orientated, focused on the cleavage whether is be body con or a maxi dress. And they seem to use a lot of visible stitching which I think cheapens the garment. Then there's Republic which is quite similar in the use of bright colour but has more of a beach, surf flare.

This made me realise that no, these brands aren't just all aimed at me, it is more complex. Now on the high street I only ever buy from three brands; Topshop, Urban Outfitters and Zara. All three brands, while having different identity s, sum up my style quite well. 

What do you think about the UK high street?

Buying and merchandising

At the moment I am doing a Buying and merchandising project as part of my degree. The brief is to basically research current shows, street style, the fashion weeks, films, music- anything that can influence fashion trends- and come up with a trend for our chosen retailer. The trend should be for Spring/ Summer 2013 and the retailer I chose is Zara

My trend is called Idiomatic Mix. Which essentially means using expressions and elements that are natural to native speakers of a mixture of cultures. I have focused on traditional Nigerian tribes, Hopi culture, Ukrainian traditions and Aztec elements.

These are some of the key images from my research to give you an idea of what I am focusing on in the way of colour and pattern.

The fabrics that will be used isn't finalised yet, but I'm working on it! However the colour scheme and silhouettes are pretty clear from these photos I'd say, so you get the idea. Black details in the patterns is definitely a consistent theme, coming from the Katchina dolls from Nigerian culture. This element would definitely fit in well with Zaras product line so will be taken through for my final range for the retailer.