Competition

Environmental Scan & Inspiration/Concept

Illustrations & Niche Statment

Famous Avant Garde Fashion Designer Rick Owens is well known for his interesting and bold statements in his career. His shoes are very well-known and high in demand. Throughout his entire collection we can see that his color schemes are in the dark and monochromatic range. From the images, silhouettes and shapes has been exaggerated yet it is very close to the body lines. It is very daring which is why I believe the consumers are very afraid to get out of their comfort zone.

Because it is too flashy, most of his customers like I, want a balance in our wardrobe. There should be an equal amount of comfortability/mobility and edgy assertion. Eclipse will be that balance. It will appeal to wide range of customers not limiting to celebrities.

Demobaza

Designer Demo and Tono created this European Avant Garde Brand Demobaza. Like Rick Owens color schemes are similar. Beautiful choice of fabric and texture allow the garment to stand out. What makes this brand very prominent is its deconstructive fashion. Most of the collection contains some elements of deconstruction. We can see fraying, holes, unfinished hems and visible stitching. A post-apocalyptic yet relaxing concept. The only problem is the pricing.

It is too expensive for the normal citizen like me to afford. This shawl is €325 ($365)! Many of their products are highly overpriced. A customer is practically paying to look like a homeless, a stylish homeless. Eclipse will be a brand that gives quality materials in relation to its price.

Fabrixquare

A Korean Brand that merchandise Avant Garde pieces. True to their minimalistic concept, Fabrixquare offers clean and simple garments that are highly detailed in subtle areas. As the Hallyu wave (Korean wave) is synchronizing with Western cultures; music, fashion, makeup, movies and social media are having dramatic changes in both Korea and countries affected by the Hallyu fever (Korean Fever). Because there is syncretism in both countries, Fabrixquare was not how it used to be.

In the 2nd image (the gold pink outfit), you can imagine a Westerner wearing such garments. There used to be so much blacks, drapes and intricate details in this brand. It has been Westernize. It used to be edgy and tone down but now it is too toned down. Going back with balance from Rick Owens, Eclipse will bring that loss of innovation. I want to focus Eclipse in the same direction as Fabrixquare did before it was Westernize.