EQUILIBRATION - PHASE I: GROUPWORK
„Equlibration“ is a 4th semester AMFI design project based on & inspired by the outdoor brand The North Face.
The project started off as group work, involving a lecture by The North Face and in-depth research about the brand in order to understand the brand-identity, DNA and signature-styles.
We continued by analysing current trends including shape, print, colour as well as the overall current zeitgeist from which we then drew conclusions we developed into a concept. My group was assigned to design a Womenswear Collection for Spring/Summer 2022 and as part of the project should focus on one division line of The North Face – in our case „The Black Series“.
The Black Series is a manifestation of the high performance garments designed for the mountains taken into the urban environment for ultimate city exploration. To us this line represents high function that is typical for The North Face designed for an everyday environment that seems relevant and relatable.
Concept & Designs by Tram Pham & Chantal Wehran; Line- Up Illustrations by Tram Pham; Layout & Text by Chantal Wehran
EQULIBRATION - PHASE II: INDIVIDUAL TAKE
In continuation to the first phase of Studio phase II focused on individual collections based on the group work and design concept, yet including our own identity & handwriting.
During the first phase I was really excited about learning about The North Face woman and decided to dive deeper. Since the environment for the collection was already certain and therefore the „WHERE“ already answered, I really focussed on
WHO… is she? WHAT… does she do? …drives her …does she NEED?
I wanted to design for the North Face Woman in the city, making clothes that fit her busy lifestyle, flexible like herself and allowing her to do whatever is part of her everyday life. I wanted to give her back some freedom to live and explore life to the fullest – of course without compensating quality, function & performance – just like any The North Face garment does.
I designed & created a partly modular collection with detachable sleeves & the possibility to adjust & combine realised in a trench coat with a quilted liner and a bomber jacket.
The bomber jacket is reversible and I included reflective piping in the garments for visibility at night and to ensure safe exploring any time of the day. The quilted liner from the trench coat can be removed as well and worn individually or combined with the bomber-sleeves. As The North Face is all about performance and smart details the designs include enough pockets for all the things one carries around.