The master's thesis focuses on the design and development of a swimwear brand with a maximalist aesthetic that utilizes sustainable materials. Marketing research indicated a gap in the market regarding sustainable swimwear, which is why this thesis aims to present a collection of swimwear that embodies the maximalist aesthetic and offer it to the global market. The goal of the collection is to reach the desired target audience and provide them with multiple options when choosing swimwear.
The theoretical part extensively describes the history of swimwear in Western culture from its beginnings in the mid-19th century to the present day. Contemporary and relevant brands producing similar niche swimwear are researched. Furthermore, maximalism is explained as an artistic style, presented through significant painters and fashion, heavily influenced by the Harajuku style, which in turn has contributed to the current maximalism trend among Generation Z.
The practical part of the thesis introduces the design of a swimwear brand named SWIMITA. Brand development is shown, from the logo creation to sales and advertising. The target audience of the brand is described in detail, as well as the process of creating the first collection titled Fox Summer, inspired by the folk tale Three Vixens, illustrated by Ančka Gošnik Godec. The process continues with inspirational collages of swimwear silhouettes and details from the 1940s to the 1960s, the selection of a color palette and sustainable materials, and the development of original illustrations and patterns. The collection is presented through descriptions and sketches of individual silhouettes, with the entire collection documented through a fashion photo story.
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