DESIGN BRIEF

OBJECTIVE OF THE PROJECT

The project aims to cater the significance of Sustainability . Focused Client is our
Young Generation who are not aware about the damage caused by Fashion industry
to the environment . As a part of the youth I myself know the crazy shopping for fad
but youth needs to aware about the harm that is being caused by our once a week
shopping experience .
The final outcome is a garment , the garment will be a self explanation of
sustainability . Which will give a bridge to connect to our Mother Nature
The nature of the design is soul-searchings
The purpose will be achieved via techniques like organic tie and dye , Upcycling ,
recycling , reusing , hand painting etc

ABSTRACT

The project cater the significance of Sustainability . Focused Client is our Young
Generation who are not aware about the damage caused by Fashion industry to the
environment is the target clientele.
This project focuses on awareness is to understand the fragility of our environment
and the importance of its protection Sustainability is an ideology that evokes the
necessity and responsibility of humans to respect, protect, and preserve the natural
world from its anthropogenic (caused by humans) afflictions.
In the final design this form of expression is achieved by various techniques like:
organic natural, biodegradable fabrics , thrifting and buying second hand ,
Traditional or community craftsmanship techniques , recycled clothing or repurposed
materials , Non-toxic dyes
Its tactile manifestation in the design is done by using a bold colour palette, a free
play of lines, stroke and colour, rapid and crude brushwork and intricate graphics
reflecting the phenomenon’s eccentricity and dynamism.
Tentative materials include-
• Fabrics which are rich, self-finished, sheer and pile.
• Textile waste
• Fabric paints
• Basic trims

The project is begun by studying basics of marketing, market segments, different

marketing models etc. This is succeeded by selection of desired market segment to
work on, which is then followed by intensive secondary and primary research on the
chosen market segment. Followed by inspiration finalisation, research on inspiration,
visual research analysis, brainstorming and mind-mapping for design direction,
visual boards and explorations. This shall lead to fi nal garment development.
The expected result is a garment in the smart-casual category which is appropriate
to be worn in a social gathering of celebratory nature. The garment is expected to act
as a conversation starter owing to its expressive, eccentric and energetic aura.
CLIENT

CULTURAL BACKGROUND Indan

AGE & SEX. 15 yrs to 3 yrs
LOCATION New Delhi
PROFESSION any profession

REVIEW OF LITERATURE

Sustainable fashion is the opposite of ‘fast fashion’. What this means is that, instead
of the wasteful ‘take-make-buy-discard’ cycle of mass-produced, disposable clothing
from retailers and brands that value profit over people and the planet – the
sustainable alternative aims to minimise impact on the environment, and perhaps
even regenerate it.
The fast fashion model is not environmentally sustainable because it creates
damaging ecological effects at every stage of its supply chain. From growing cotton
with vast amounts of water and pesticides and creating polyester fibre from crude oil
(polyester is plastic just like water bottles and straws), to dying and treating fabrics
with toxic chemicals that pollute water sources, to constructing garments with
shocking amounts of unrecyclable textile waste. 
Then there’s the carbon cost – transporting products across the world in ships,
planes and trucks with no option to offset. Not to mention the singe-use plastic
packaging produced by the fashion industry.
Plus, it doesn’t end on the shop floor – once in the hands of a consumer, the
laundering process of a garment actually has a larger impact than its production, with
all the water and energy it uses and the microfibres it releases. Then, once the
garment is no longer wanted, the majority of people simply throw it away into landfill.
Sustainable fashion is a term that incorporates brands and designers who are
creating clothing that could include the following characteristics: 
• Organic, natural, biodegradable fabrics
• Recycled clothing or repurposed materials
• Non-toxic dyes
• Zero waste pattern cutting methods
• Plastic-free packaging
• Traditional or community craftsmanship techniques
• Slow fashion models – seasonless, timeless pieces and limited collections
• Circular economy models like rental or closed-loop recycling
• Vintage / thrifting and buying second hand

From celebrities to influencers, everyone is trying to promote sustainable fashion and

consequently, influencing people to be environmentally conscious by buying clothes
that don’t harm the environment.  Fast fashion, which focuses on speed and low
costs, is particularly bad for the environment. These brands are bringing much-
needed change to the fashion industry. 
• No Nasties
 • Doodlage
• B-Label
• 11.11
• InSom
• Mio Borsa
• Nicobar
• Ka Sha
• Chakori Ethnic
• Upsana
• Liva
• Mix Mitti

INSPIRATION

My inspiration came from my mother working in a kitchen one day and while cooking
a stain from spices ( haldi ) cling on her garment which have a very beautiful effect .
Later when I say that free flowing effect I was so fond of that texture and design
moving unconfined in any direction . After that I tried various swatches with different
kitchen material : haldi , onion peel , Orange etc . Also studied about natural dyes
which also let to gain my interest in natural colours used in block printing , which
later I studies is a hand done technique Block printing is the process of printing
patterns by means of engraved wooden blocks.
It is the earliest, simplest and slowest of all methods of textile printing. Block printing
by hand is a slow process. It is, however, capable of yielding highly artistic results,
some of which are unobtainable by any other method.

MATERIALS AND METHODOLOGY

The materials used include-

• Textile waste
• Fabric paints
• Basic trims: buttons, zippers, hooks, eyelets etc.
• Sustainable Natural and Vegan Fabrics
• Organic Cotton
• Recycled Cotton
• Organic Hemp
• Organic Linen
• Organic Bamboo (Bamboo Linen)
• Cork
• muslin

The project is begun by studying basics of marketing, market segments, different

marketing models etc. This is succeeded by selection of desired market segment to
work on. The selection is done by identifying one’s own skills and design vision,
aligning it with brands in Indian market and finally narrowing down to a segment.
This is followed by intensive secondary and primary research on the chosen market
segment (textual and visual). Followed by inspiration finalisation through several
brainstorming sessions, research on inspiration, visual research analysis,
brainstorming and mind-mapping for design direction, visual boards and
explorations. This shall lead to final garment development.

BUDGET AND EXPENDITURES

Product Costing
Cost Centre Amount (in INR)
FIXED COST  
Equipment / Tools  
Tailoring Machine  10,000
Tables  500
Needles  100
Studio Purchase Payment  
Work Place
Salaries  
Consultation Fees  10,000 p/m
Security
License to open business  15,000
Copyright 2,000
Interest Payments on Loan  60,000 p/m
Utilities  
Electricity  5,000 p/m
Tele Calls  1,000 p/m
VARIABLE COST  
Exploration / Conceptualisation  
Traveling  1,000
Internet Charges  500 p/m
Labour  
Tailoring  2,000
Embroidery  1,000
Print  1,000
Painting  1,500
Cost of Raw Material  
Fabric  8,000
Trims  300
Packaging  
Covers  200
Labels  200

EXPECTED RESULTS

The final expected outcome is a garment in the smart-casual category which is appropriate to
be worn in a social gathering of celebratory nature. It is expected to be highly expressive in
terms of fabric treatment, colours and graphics; bold and jarring. It shall be reflective of
intricacy and attention to detail.
The garment is expected to create the following impact-
Act as a conversation starter owing to its expressive, eccentric and energetic aura- the
graphics being the main driving force for it, as people might want to know what those
graphics mean.
It is also expected that this attempt at focusing on emotional fashion shall trigger a thoughtful
change in people’s purchasing attitudes and the way they look at fashion. This thought
evoking could happen when a conversation strikes with the wearer and they bring forth the
concept of owning personal and emotional pieces over merely wanting to be trendy;
preferring quality over quantity.

BIBLIOGRAPHY
https://latana.com/post/audience-sustainable-brands/

https://www.unnatisilks.com/block-printing-introduction-indian-crafts.html

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https://www.pinterest.com/pin/1266706126008448/

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