Jacket project | My Site

THE JACKET PROJECT

A jacket is a short coat, worn by both men and women. Apart from the suit, the jacket is one of the most important pieces in a man’s wardrobe. If cut and styled well, and if made in a fairly neutral color palette, this versatile piece of outerwear is suitable for both formal and leisure activities. A jacket should never be exaggerated in the shoulder or tight-fitting in the body, but cut proportion- ately to a man’s height and width in single or double-breasted versions, with notched lapels or Nehru collar revers. There are countless styles and shapes of jackets throughout history, but each fits neatly into formal and semiformal styles.

KNOWN FOR

Chanel is a privately held company owned by Alain and Gerard Wertheimer's grandsons of Pierre Wertheimer who was an early business partner of Coco Chanel. Coco Chanel, by name of Gabrielle Bonheur Chanel, was born on August 19, 1883, in Saumur, France she died on January 10, 1971. She is a French fashion designer who ruled Parisian haute couture for almost six decades. Her elegantly casual designs inspired women of fashion to abandon the complicated, uncomfortable clothes—such as petticoats and corsets—that were prevalent in 19th-century dress. Among her now-classic innovations were the Chanel suit, the quilted purse, costume jewelry, and the “little black dress.”

Little black dress

No5 perfume

Chanel suit

PRODUCT LINE

Chanel offers products like-

• High jewelry
• Fine jewelry
• Watches

• Eyewear
• Fragrances • Makeup
• Skincare
• Fashion

BRIEF HISTORY

BRAND IDENTITY

Classic
Elegance
Timeless
Exclusivity
Interlacing masculine and feminine
Chanel suit
Quilted fabric
Chain with leather

Chanel was born into poverty in the French countryside. Her mother died and her father abandoned her to an or- change. After a brief stint as a shopgirl, she worked as a cafe singer for few years. She later became associated with a few wealthy men and in 1913, with some financial assistance from one of them she opened a tiny military shop in Deanville, France. She sold simple sportswear, jerseys, and sweaters. Within 5 years her original use of jersey fabric to create a “poor girl” look had created the attention of influential wealthy women.

Chanel always believed that “ luxury must be comfortable, otherwise it is not luxury.” Chanel design stressed simplicity and comfort and revolutionized the fashion industry.

The simplicity of her designs became her calling card, and her less-is-more approach has lead to several maxims still used as fashion advice today: “Simplicity is the keynote of all true elegance,” “A woman can be overdressed but never over elegant,

TARGET MARKET

Females, middle-age 35-49 years old, married, medium users.
The customer profile are those who identify themselves with the Chanel brand, care about house products, and

are interested in decoration, have a strong personality
They are also elegant, fashionable and follow all the trend.

NOTHING IS MORE BEAUTIFUL THAN THE FREEDOM OF THE BODY

Chanel's use of jersey fabric produced garments that were comfortable. Chanel revolutionized fashion both high fashion and everyday fashion by replacing structured silhouettes, based upon the corsets and the bodice. In the 1920s, the simple line designs of Chanel couture made popular the “flat-chested” fashion that was the opposite to the hourglass silhouette. Chanel used colors traditionally associated with masculinity such as grey and navy.

EVOLUTION OF TWEEDS

Tweed is one of Chanel's signature fabrics. From haute couture to ready-to-wear textile, made from carded wool that originated in Scotland. The Chanel tweed features wool that is not overly washed to retain its suppleness. In the 1920s, Chanel started making tweed by working with weavers in northern France. She started blending artificial fibers with wool for lightweight tweed and incorporate silk, cotton and cellophane into her tweeds.

IDEATIONS

My idea of feminity

Chanel's idea of feminity

CONCEPT NOTE

After studying the trends and styles followed by Coco Chanel, I tried to reflect on them. The design that she created was all about showing feminity using straight fits and simple designs. She used twill fabric which was used mainly for menswear, but she changed the traditions.

I enjoyed going through her work, and at the same time, I realized that my idea or perspective towards feminity is completely different and opposite from hers. I personally interpret feminity with curves, movement, transparency, delicacy, and lightweight fabrics. But, her idea of feminity was the complete opposite. It was all about straight fit, bold colors, and heavy fabrics like twill. So, my iterations for jackets are an amalgamation of two contrasting ideas. In other words, my motif is to show delicacy and robustness complement each other and should not be seen as contrastimg factors.