PUMA —
︎Apparel Graphic Design
As part of my 11 month apparel graphic design apprenticeship at PUMA North America headquarters, I conceptualized, designed, and presented an apprentice project. As someone who loves fashion and sportswear, I chose to design and propose a select-level collab, a category reserved for higher priced items designed by celebrities and fashion designers alike. It was important for me to find a smaller, woman-owned brand that could benefit from PUMA’s platform. I ended up selecting Dauphinette, a dreamy, expressive brand founded by Olivia Cheng, best known for its use of resin-preserved botanicals and recycled textiles. As an apparel graphics apprentice, it was important to choose a brand with a strong graphic language. Dauphinette’s expressive use of color and hand-drawn patterns was an immediate source of inspiration. A painter and illustrator at heart, I knew immediately that I wanted to draw an all-over-print (AOP) to be featured in the collection.
Process —
In order to better understand my creative vision and my consumer, I created both a graphic moodboard and a consumer moodboard. As someone who is normally drawn to the frilly, girly side of femininity, I wanted to challenge myself to create a collection that felt darker and moodier. It was important for me to include the botanical aspect of the Dauphinette brand, culminating in a collection of flora and fauna that felt like a perfect balance between feminine and edge. I pinpointed my audience as women between the ages of 18-25 who have a deep-rooted interest in trends and social media culture. My consumer board included common threads of form-fitting silhouettes and trendy graphics.
Final AOP and CADs —
The final version of my hand-drawn print includes fawn illustrations, strings of pearls, red anthurium flowers, pomegranate seeds and more.
My final outfits include a muscle tank, 3” bike shorts, a cropped puffer coat and a baby tee. Execution callouts include a resin encased daisy zipper pull on the jacket, referencing the daisies Dauphinette is known for, and a mixed exection of embroidery on puff print on the baby tee. I kept the base colors of each garment relatively neutral to appeal to the consumer that might be drawn to a bold print but would want the garment to fit in with the rest of their wardrobe.
