Juanita Inez

Working together in a large group with students from other departments; branding and design, approximately 20 people were involved, we are challenged to develop a clothing brand that reflects the Dutch zeitgeist for the year 2020. We did an extensive filed research in the South-west of Holland, Friesland. From there, the inspiration were taken. In the end we have to deliver a business plan, process book, brand book, collection book, concept book, a presentation was held at the end including a 3D stand, also we have to deliver 3 outfit for the closing show which is the fashion show. I am also responsible on doing technical illustrations and flat drawings for the collection book.

Here you can see a glimpse of the project;

Some fashion illustrations

 Technical drawing and flats illustrations by me (more on about me)




































3D Stand

In the third semester of AMFI, our focus on the study is all about cradle to cradle and sustainability. Again, we are put in groups and we have to create a new denim brand for the fashion industry. The collection has to be sustainable - from materials, packaging, even transportation.
We did an intensive research on sustainability, the business market, and also the fashion market. We have created a new denim brand, Delicious Denim, targeting women at the age of 50+



After the concept phase is done, we are asked to make a clothing collection for our brand. The main focus of the collection is denim, but we also have to design knit tops for the collection. In the end, there are 10 jeans designs, and 20 knit tops. Keeping in mind that the collection has to be cradle to cradle and sustainable for the environment.


The assignment then continues with the 3D stand presentation and a mini fashion show - where we have to pitch our concept and present our 3D statue that tells our concept completely.

As a group, we are asked to do an in-depth research about a chosen brand, and then we have to develop a clothing collection for this brand. Our chosen brand is the famous Swedish brand vodka, Absolut Vodka.
We are challenged as a fashion & manager student to think creatively, and to convince the accessors that developing a clothing brand for Absolut Vodka is going to be a success in the fashion market.
In this phase we did a very intense research about the brand, deciding on the collections, target market, and so on.
The semester 2 project continues to this phase, which is the collection phase. Doing a broad research on trends, market demands, and fashion forecasting. In this phase, we know how does the fashion industry works from the inside - choosing a theme for the collection, designing the garments, doing style sheets and technical drawings. In this phase, we are also asked to hand in a financial plan, which also includes the cost price of the garments, thinking about the promotion, store location, supply chain management, and so on.
After the collection phase is over, we are asked to make our design into a garment. I chose to make the Absolut Split Skirt. In this phase, we have to know the sequence of operations, technical drawing, how to measure, making patterns, and sewing the garment into a final piece.