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Project 1 -Business of Fashion
Project 12- New Reality x Lumai
‘New Reality’ is a trend which introduces a new light aesthetic to the digital fashion industry. It conveys the ideal self expression to an everyday consumer being able to present their digital identity through clothing which may have more natural and earthy tones. This allows the community to be able to have the opportunity to share the outlandish and vibrant designs but to also gain a sense of safety and relaxation through the casual cosy colours and styles which will be portrayed.
Lumai, an individual fashion brand based in New Zealand, communicates products of both physical and digital clothing. The label offers a predominantly cross-cultural aesthetic with a western twist to create a quirky, modern and sophisticated aesthetic with a strong silhouette to wear. As an independent brand who make their designs, they rely on online sales to connect to a world wide audience. The following document shows the new branding aesthetic of Lumai.
Creating a branding concept to connect the brand and trend together. The purpose of this brand concept is to create an experience for consumers, where the digital and physical world are combined. This also allowed a promotional value for the following brand and trend to create engagement. The core concept is creating the proposed physical pop-up store for the pre-existing online brand, so they can present a bricks and mortar event store as a way of gaining and promoting the brand.
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