When it comes to luxury brands or fashion brands, many people have their own ideas or fashion classics, and like color matching? Like Hyun Ya style? Or is it as cold as Sugimoto Bosi? Everyone has their own understanding of fashion, but are these understandings really our own? Most of the time, when we pay attention to the fashion circle, we always think that we choose the brand, but sometimes it is just the "mind" of the brand that attracts us through vision. In the past, we used to look at brands through clothing, shoes and other single products. Today, we will combine multiple brands with luxury fashion design training to see how fashion/luxury brands can wash your eyes through visual design from the three perspectives of window design, brand visual identity system/VI, and show design.

　　 Visual design of window

When it comes to the vision of fashion brands, shop windows are the necessary visual presentation media. Compared with clothes and bags of shoes worn on people, shop windows present brands from another perspective by combining the concept of space display. The shop window can even be seen as a window to show the brand. Through this small "window", the seasonal tonality and design concept of the brand can be passed on to the audience and consumers.

Most of the shop windows we see everyday are just a few models wearing the brand's seasonal new style, but in the fashion circle, shop windows are often a small space for brands to "compete for fame and gain", especially for luxury goods. At this time, we have to mention a brand that especially likes to express creativity with window display - Herm è s/Hermes.

When it comes to Hermes, every season and every store window can definitely be said to be an eye-catching art creation place. For example, as early as 2016, Hermes had cooperated with Apple, and the two giants jointly created a simple window full of science and technology. This window is specially designed for Herm è s × Apple's product Apple Watch Herm è s, and is made by Danish designer GemFratesi.

The inspiration of the shop window comes from a group of wild animals drawn by Robert Dallet, a naturalist, and Herm è s also had a special exhibition for Robert Dallet before.

In this group of shop windows, another expression of the works of art scientists highlights the brand character of Herm è s itself, and the animal outline surrounded by black metal wires is simple and clean, which also caters to Apple's own sense of technology and future.

Secondly, although it is just a simple monochrome line, GamFratesi also uses the interpenetration, depth, front and back relationship of lines, as well as the setting of lights in the window space to make the animal's face three-dimensional and emotional.

In addition to this group of windows, Hermes' new window "Dream Garden" series in the autumn of 2019 is also very distinctive. Jean Fran ç ois Fourtour, an artist from France, has designed a series of windows for Hermes to return to childhood inspired by small gardens and gardeners in childhood.

In this group of works, the lovely gardener is not only the transmission medium for returning to childhood, but also the designer hopes to use such character elements to reflect Hermes' ingenuity and craftsmanship.

For brands, although window display is only a way to show the brand concept, and even in some aspects, window display can only show one tenth of the value of the whole brand, but as a way of visual transmission, window display also uses its space design and visual design to bring another way for brands to attract customers.

　　 Brand visual identity system/VI

For fashion brands and clothing, the brand's visual identity system is often equivalent to the brand's facade and visual publicity. For fashion or luxury brands, VI Its role is not only to convey the concept, personality and style of the brand, but also to highlight the attitude and cultural value of the brand, so as to visually attract consumers, gain their value recognition, further stimulate consumers, and increase their sense of brand belonging and purchase desire.

VI is a general term for the "system" of visual design, rather than a single design element or design category. The window design we shared in the first point above is, to a large extent, included in the VI system of the whole brand, except logo and window It also covers the design of employees' office appliances, brand products, product packaging, web pages, brand space, and even the guiding system in the space.

First, VI needs to contain a main visual element, which can be logo, pattern, or some design elements that best represent the brand. In the whole VI system, it can be reused or used as the center to design derivative elements. Designers will decide how to use these visual elements according to the characteristics or needs of the brand.

In this part, the first thing I have to mention is the logo of the brand. Especially for luxury brands, the logo is a symbol of brand image, which has a very special significance for the brand. Most brands will basically continue to use the logo after it is determined.

However, there is no exception. For example, Burberry, an old British brand that made a lot of noise last year, replaced its logo and VI system for the first time in more than 20 years and completely renovated the overall brand vision system. Compared with the previous VI system, this logo is more concise and powerful, transforming from an English gentleman to a clean style.

On VI, by turning Burberry's most popular Englinger into a letter splicing print, the tone of the whole brand has been completely changed. This printing pattern is inspired by the pattern that Burberry once appeared in 1908, which weakens the original steadiness and gentleness, and further becomes younger without losing the sense of retro.

Not only Burberry, but also Gucci, "suspected" of changing its logo in June this year. In particular, the social media accounts of the brand in China have updated their avatar, which has aroused suspicion about Gucci's changing logo and VI.

However, the representative of the brand also explained shortly afterwards that the logo that Gucci "suspected" of replacing actually appeared in Gucci's very early visual design, and had been updated and iterated many times. Therefore, the logo is not really changed this time. However, this dual G brand element has also participated in the visual image design for many times in the whole brand development process of Gucci.

The real "replacement" of Gucci will be pushed forward and backward to 2015. The main change is the font of the brand logo. But in fact, if the two are not compared, it is difficult to see the difference between before and after. In terms of font appearance, Gucci's original serif font is still used at first, but in terms of structure and thickness, it is more slender and softer, and at the same time, the word spacing is open, giving a stronger sense of space.

　　 Fashion Show

Every year, there are fashion shows of all sizes all over the world. From Paris, France, New York, the United States, London, Britain, or back home, Beijing, Shanghai, Hangzhou... even to the campuses of all art schools in the world, a variety of fashion shows emerge endlessly.

Taking the four most representative fashion weeks as an example, this is not only the time when brand designers release the brand's new series, but also the time to convey the feelings and ideas that the brand hopes to convey to people in the future through fashion show. At this time, in addition to a high sense of fashion and leadership, clothing itself should also be combined with the show itself to carry out a brand "external publicity".

For example, in Dior Spring 2020 Ready to wear: Love for the Garden, Maria Grazia Chiuri, the brand designer, came up with the concept of green city and space when thinking about "sustainability", a fashion topic with special attention recently. This season's show also puts forward the concept: Inspect for diversity and nature will set us free/ Respect for the diversity of nature will make us more free.

In addition, the inspiration of this season's clothing also comes from Catherine Dior, who is the Christian sister and the "Miss" in Miss Dior. She experienced World War II and became a botanist after the war. It is these plants that enable her to avoid post-war depression and fear. At present, though there is no war in the world we are facing, there are also many "troubles" without gunsmoke.

Therefore, designers hope to take advantage of such two meanings and extend them into clothing and shows. So this season's Dior release show, in order to meet this theme, chose an indoor full of green plants and a strong jungle atmosphere.

Most of the time, we look at fashion design from the clothing itself, or shoes, packaging, or jewelry, and rarely consider the "details" beyond fashion. However, just as we illustrated several dimensions today, the concept of fashion brand and fashion series can also be demonstrated with the help of visual design.

Returning to our luxury fashion design training portfolio, many students are accustomed to creating based on specific majors, such as fashion design, graphic design is the poster, brochure, VI system, and space design is the house structure. But in fact, today we see the possibility of interdisciplinary between disciplines through these brands, such as fashion design and space design, such as fashion design and graphic design. Just as these brands sometimes use vision or space to promote and extend their brands Portfolio training In addition, interdisciplinary understanding and presentation can often enrich the collection of works, enrich the theme, and provide more understanding and plasticity.

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