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Daniele Pucci - 19022628
Fashion Design & Development
Concept development report proposal

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THE DNA OF THE BRAND AND ITS MARKET POSITION

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Dāci is a brand born to be unexpected within the fashion market, with the goal of redesign the concept of elegance and class bringing fashion closer to art.
Preferring a dark palette, dāci wants to make a contrast to the eyes of the consumer. Indeed, in opposition to the dark and heavy colours, the silhouettes and the fits are suggesting a light, soft reality.
The brand sets itself within the affordable luxury market, targeting people between 20 and 35 years old with a price range starting from 200£, reaching 2000£.

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Fashion, such as any other form of art, is about communication. I would be satisfied once I will be able to establish a relationship between my clothes and who wears them. Following an essential gender-neutral style, Dāci is still able to enhance femininity and masculinity through the way it gets to be styled. This decision comes to support a strong sustainable model. The brand wants to embody the perfect formula of sustainability selecting fabrics for their low impact, caring for workers' conditions, following a made-to-order ethic in terms of production to also gather deliverys and reduce fabric wastes as well as CO2 emissions.
In order to follow this model, the 3D fashion technology plays a very important role within the brand's organisation. Through this, the consumer can very well see the clothes, style them on an avatar and make orders according to their needs.
Most of the designs are thought as comfortable, flowy and oversize. This is a part of me which I love to present inside my project. Also, mixed with the gender-neutral model, this fits are suggesting an inclusion to all the body shapes and curves.
This is how I like to dress, I love to be comfortable but I need to be elegant and classy, too.
I do like the streetwear influence on high-fashion but I don't think that is meant to be killing class and elegance; I don't like it if it gets to be too 'easy' to understand or too much logo-focused. The need is to create some pieces which are meaningful, iconic, something that you could wear to chill at home as well as to dance at a Gala.
As mentioned before, the palette will generally be dark with the inclusion of some pastels light colours(white-ish).
This also represents me and my 'heavy' way to dress in contrast with my relaxed personality, reflected on the comfortable fits.

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read:
"The Blues comes with Good News" book of poems by Sonny Hall
"Les Fleurs du Mal" by Charles Baudelaire
Poems by Paul Verlaine
The french Symbolism (late 1800)
The french decadentism (mid 1800)
noir romance by Giorgio Faletti.
032c Magazines
watch:
The Raven (movie, 2012)
One Flew Over the Cuckoo's Nest (movie, 1975)
YSL (movie, 2014)
La Haine (movie, 1995)
Jackie Brown (movie, 1997)
Four flies on Grey Velvet (movie, 1971)
Humanity (stand-up comedy, 2018)
Ann Demeulemeester FW97/98 show - https://www.youtube.com/watch?v=ENtN8rguqhk
YSL SS23 show - https://www.youtube.com/watch?v=AxHmR6kEL4k
Lemaire SS23 show - https://www.youtube.com/watch?v=QgT1tGI7DE8&t=5s
Zegna SS23 - FW21/22 - FW22/23
Prada SS23 show - https://www.youtube.com/watch?v=K8O9tQtNuss
Gosha Rubchinskiy FW17/18 show -  https://www.youtube.com/watch?v=oiknew0peeg
Nicolas Andreas Taralis SS2011 show - https://www.youtube.com/watch?v=kZGSfjvDpAA
Helmut Lang FW19/20 show - https://www.youtube.com/watch?v=oe2UP6GOYMc
Carol Christian Poell https://www.carolchristianpoell.com/ccp/20/
032c https://032c.com/
Cy Twombly

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CAROL CHRISTIAN POELL Registered Trademark
Austrian Designer . Official Web Site FASHIONINGMEDIA.COM Visual design Web Art Digital Media

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Javascript is required to display content properly - CAROL CHRISTIAN POELL Registered Trademark Austrian Designer . Official Web Site FASHIONINGMEDIA.COM Visual design Web Art Digital Media

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"A LIGHT DARKNESS" is my idea of name for the collection. This already embodies the contrast that I will want to express through my designs and will guide my research.
My references also are in contrast so my goal will be to make the best blend of them to my taste in order to create a cohesive and meaningful collection, able to touch the consumers.
I would love to work more with 3D softwares such as CLO3D as I did in the past months during my placement year.
Also, I will experiment the use of sustainable alternatives to leather(Cork, Leaf leather, Waxed organic cotton, Pinatex, Coconut, MuSkin).