Concept.
Starting with a new story based on trends, sales figures and the brand DNA.
Moodboards are used as a first step of a new collection. Whether it is a small collection or a collection of 100+ items. The target group and values of the brand are clearly reflected.
The content of the moodboard includes:
colors
the story and atmosphere
material use
trimmings
Moodboards can be used for:
the base of a collection
a guideline during the complete design process
a guideline for the marketing team; for example to set up photoshoots or making content
as a selling tool for sales agents
I can provide an over-all moodboard for a collection in general. But it can also help to make separate moodboards per item for a capsule collection or per category group. This can be the step before going to the technical drawings or it can help as a communication tool between me and you as a customer.
MOODBOARD FOR 100+ COLLECTION SS20
After designing and producing the AW19/20 collection (seen below), we made the decision to level up the target group for the SS20 season . Going from a flashy sweet 16 girl to a cool adolescent girl around her twenties+. This girl is more sophisticated so that is what I made clear in the concept as well. Shiny details, the ‘always-coming-back-leopard-trend’ and focussed on the lifestyle trend of this generation: fitgirls - athleisure. I could even add some of my favorite things in it: glitter!
This concept was again very important for the base of a 150 items collection divided in almost 10 product categories and a well constructed color range. It was quite a challenge to merge this extensive collection to one very strong story and it worked out with successful sales figures and compliments from both B2C and B2B customers.
Brand: Imperial Riding
ATHLEISURE FOIL PRINT LEOPARD PRINT AUSBRENNER GLITTER DETAILS SATIN CONTRAST TONE IN TONE TECHNICAL 4-WAY STRETCH LUXURY EMBROIDERY FAIRY TALE ROSE
MOODBOARD FOR 100+ COLLECTION AW19/20
For this autumn winter collection 19/20 I started the collection with a concept, followed by a dazzling moodboard including a matching colorcard and material use. Of course this was all based on the trends of this season translated for the relevant brand. This brand had a target group of cool girls around their twenties who love glitters, stars and funky colors.
The concept gave a perfect ‘way-to-go’. With this moodboard I started design a full collection of 150 items in total.
From T-shirts to technical jackets and from horse blankets to sport breeches.
I had to combine sportswear and ready-to-wear in a functional, but even more, fashionable way.
Brand: Imperial Riding
STARS GLITTERS DARK HOLOGRAM LOGOMANIA GRAFFITI GRADIENT WATERPROOF ZIPPERS RAINBOW LEATHER LOOK BREECHES COLORED CONTRAST STITCHING ALL OVER PRINT
DETAIL-MOODBOARDS FOR TECHNICAL SPORTSWEAR BRAND
Below you can see a few moodboards I made as a guideline for an existing collection.
This customer is a functional sportswear label which offers a complete range of apparel, from everyday basics to timeless and cutting-edge sportswear. This customer asked me to design the following items to their collection: soft-shell jackets, puffer jackets, fleece jackets, hoodies, sweaters, polo’s and t-shirts. The collection base was already made and I wanted to provide some fresh matching designs with new interesting details. Some of the details where used for the finished items as well. So if you already have a concept or collection it is always possible to count me in and develop it to a higher level.
PHYSICAL MOODBOARD FOR AW 20/21
