Zasnova in razvoj večdisciplinarne blagovne znamke

Gajšek, Gašper (author), Zorec, Petja (mentor)

Namen magistrskega dela je predstavitev večdisciplinarne blagovne znamke Garnir2 in kolekcije Doma nam je lepo, za katero je prikazan celotni oblikovalski proces od inspiracije do končnega izdelka. Znamka Garnir2 je nastala kot odgovor na vse bolj pospešeno in neosebno delovanje modne industrije. Mnogostranskost znamke se odraža v združevanju različnih oblikovalskih in umetniških področij; oblikovanja oblačil in dodatkov, kostumografije, scenografije, stilizma, fotografije, produktnega ter unikatnega oblikovanja. S takim pristopom k oblikovanju želiva vrniti prisotnost zgodbe in pristnost produkta, za katere meniva, da jih v modni industriji primanjkuje. Osrednja tematika teoretičnega dela so mnogotere vloge, ki jih obleka zaseda v vsakdanjem življenju in na področju različnih disciplin oblikovanja ter raziskava že obstoječih multidisciplinarnih oblikovalskih praks. Predstavljena je tudi modna industrija v času pandemije, ki je izjemno opustošena, hkrati pa so se še bolj pokazale njene pomanjkljivosti, ki že dolgo časa kličejo po spremembah. V delu je opisano tudi obdobje rokokoja, ki je eno izmed pomembnejših izhodišč najinega oblikovanja in vseh najinih projektov. V eksperimentalnem delu so predstavljeni dosedanji projekti blagovne znamke Garnir2, ki jo sestavljava Gašper Gajšek in Klara Rešetič, ter razvoj in končna podoba najnovejše kolekcije Doma nam je lepo. Izhodišče za kolekcijo je bila želja po vrnitvi k pristnosti, ki jo predstavlja otroštvo, še posebej pa so nama bile v navdih lastne otroške risbe, v katerih je opazna neobremenjenost s pravili ustvarjanja, ki jih zaradi vplivov zunanjega sveta prevzamemo v procesu odraščanja. Kolekcija poustvari otroško svobodno kreativnost z uporabo nekonvencionalnih materialov, silhuet in ročnih tehnik. Končni rezultat magistrskega dela je unikatna kolekcija oblačil, ki združuje vidike omenjenih oblikovalskih in umetniških disciplin ter nakazuje smer, v katero se bo blagovna znamka Garnir2 razvijala v prihodnosti.

• Language: Slovenian
• Keywords: večdisciplinarna blagovna znamka, modna industrija, obleka, iskrenost, zgodba.
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2021
• PID: 20.500.12556/RUL-130240
• Publication date in RUL: 11.09.2021

Secondary language

• Language: English
• Title: Multidisciplinary brand design and brand development

Abstract

The aim of the master thesis is to present the multidisciplinary brand Garnir2 and the collection We like to stay at home, for which the entire design process from inspiration to the final product is showcased. The brand Garnir2 was created as a response to the increasingly fast-paced and impersonal nature of the fashion industry. The brand's versatility is reflected in its fusion of different design and artistic disciplines; clothing and accessory design, costume design, set design, styling, photography, product and unique design. With this kind of approach to design, we want to bring back the presence of story and the authenticity of product that we feel are needed in the contemporary fashion industry. The theoretical part focuses on the different roles that dress occupies in everyday life and in the various disciplines of design, as well as on the presentation of existing design examples concerning this subject. It also presents the fashion industry in a time of pandemic, which is extremely desolate, while at the same time its shortcomings have become even more apparent and in need of change for some time. The Rococo period is also described in this section, as it is a very important part of our design identity. The experimental part presents the previous projects of the brand Garnir2, composed of Gašper Gajšek and Klara Rešetič, as well as the development and finished looks of the latest collection We like to stay at home. The starting point for the collection was the desire to return to the authenticity that childhood represents, and we were especially inspired by our own drawings from childhood, which are often unconcerned by the rules that we take on in the process of growing up, due to the influences of the outside world. The collection recreates children's free creativity using unconventional materials, silhouettes, and handmade techniques. The result of the master thesis is a unique clothing collection that combines aspects of mentioned design and artistic fields and indicates the direction in which the Garnir2 brand will develop in the future.

• Keywords: multidisciplinary brand, fashion industry, clothing, sincerity, story.