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ARCHETYPES                        


ARCHETYPES is a commercial fashion design project. Aspects such as theoretical research on the influence of clothing on personal identity and the homogenization of global fashion are discussed.

A research process is carried out, which includes photographic analysis to identify archetypal patterns in urban clothing. 

From this, it serves as inspiration to generate a commercially viable collection, which combines creative design with functionality and practicality, placing a lot of emphasis on silhouettes and materials.



INVESTIGATION
Based on a series of interrelated analyses, behavioral patterns, the definition of identity formation and stereotypical aesthetic appearances in social contexts will be addressed. Next, this project will examine the actions and behaviors that allow us to determine archetypal models of clothing patterns to better understand the role that fashion plays within everyday representations, the homogenization of social uniforms, and the formation of individual and group identity.

Following the definition of the characteristics necessary to generate an aesthetic pattern, in contemporary metropolitan European contexts, the repeated aesthetic resources that make up a fashionable behavior pattern will be identified, both deliberately by the individual and unconsciously.

Following this premise, the most significant and representative clothing archetypes of the chosen sample will be proposed. From them, they will be used as inspiration, either by visual characteristics (color, texture, silhouette, volume...) or functional (practicality, usefulness, comfort...) to generate design proposals solving the problems that present in their most elemental form through a more mature and better executed design language materialized in a physical collection.






INVESTIGATION



Initially this study is divided into two parts. The first aims to explore the homogenization of both the consumption and production of clothing, raising the question of “equality” as a factor in global clothing.

This second part is structured as a counterpoint to the first part. Here we use a series of field studies through photographic analysis to examine national, regional and local responses to the global. The homogeneity that emerges has been enumerated, compiled and conglomerated, analyzing broadly, and in a general sense, the ways in which individuals interact and relate to each other at the level of appearance. To do this, by discreetly capturing photographs of people in the street, this study seeks to reveal underlying archetypal patterns that transcend individual preferences and reflect shared cultural, social and economic influences.

The final objective of this research goes beyond theoretical exploration. It seeks to generate a fashion collection inspired by the archetypes and groups observed. This collection aims to embody a refined aesthetic language, using superior materials, silhouettes and patterns to create garments that encapsulate the essence of researched fashion identities. For this research, the importance of archetypal patterns in fashion is recognized, which often emerge through the repetition of clothing observed in public spaces.



A brief development on methodology, design and materialization
















PRESS KIT

To bring this project to fruition, we meticulously curated a comprehensive dossier that serves as a testament to our creative journey and the essence of our collection. This physical compilation not only documents every aspect of our garments and designs but also embodies our dedication to craftsmanship and attention to detail.

Inspired by the nostalgia of office archives, we sought to infuse our dossier with a sense of familiarity and everyday functionality, inviting viewers to engage with our work on a deeper level. Our exploration led us to delve into the rich tapestry of vintage stationery, drawing inspiration from the tactile nature of folders, filing cabinets, and other archival materials. By incorporating these elements into our presentation, we aimed to evoke a sense of nostalgia while simultaneously grounding our collection in the tangible world of everyday objects.

Each component of the dossier was thoughtfully designed to offer a cohesive and immersive experience, from the file box housing the main dossier to the carefully curated appendices and accompanying volumes.








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