Project Studio

Project Studio is an assignment in year 2 of the AMFI. In it, I had to develop clothes for the brand Balenciaga. So I had to crawl into the style and image of this brand. The project started with a group process where we started researching the brand and developing our own concept for it. Our concept was to decipher Balenciaga’s formula. By this I mean, that Baleciaga has a certain way of taking their position so high and big in the fashion world. They have their ingredients to achieve this and so we implemented this in a kind of formula, which we then want to use ourselves to desire the same effect. This formula was mainly about their way of marketing. We investigated that Balenciaga works very much with buzz marketing, this stands for wanting to evoke attention where it does not matter whether it is positive or negative, so long as Balenciaga stays in the picture. For instance, they are very busy making collections that also have to do with setting new trends and it is often connected to what is going on in the world at that moment. Balenciaga is very current and full of statements in their collection.

From the group process, I continued and the idea was to choose a topic that would attract positive and negative attention. I chose the subject of “barbie”. In my clothes, I wanted to develop something that would be very goofy and stiff. After all, Barbie is a doll and I wanted to carry this through in clothes in a crazy way. I tried to work with 2D creations while also working very flat and stiff. So I also started working with hard and stiff material that won’t move very smoothly. And also choosing a fabric colour that describes hard and stiff, but in addition I also chose a glamour effect, which continues to suit Barbie. Ultimately, the goal with this outfit was, therefore, to be able to attract that positive and negative attention, just like Balenciaga can always do this fantastically.