Assignment 2: Fashion brands

In the second assignment the reconstructed fashion shows of the first assignment will be further explored, researched, and dissected. The aim will be to gain further insight into the “spatial ecology” surrounding the particular “brand.” Students are asked to develop a comprehensive understanding of the full range of the brand’s architectural, spatial, typological, programmatic, strategic, and quantitative aspects—both contemporaneously to the studied fashion shows as well as the evolution and transformation over time.
        From production and distribution, to mediation and consumption, these findings will be drawn into “visualized evidence” that clearly articulate complex findings in a comprehensive visual way. This “evidence” can be historical, contemporary, and/or speculative, indicating how certain issues related to the fashion industry are transposed to architectural and spatial conditions.
        In parallel, key themes that play a role in the fashion industry’s future—which have been identified through the literary study of the State of Fashion reports by the Business of Fashion and McKinsey and Company— are discussed within the historical framework of the studied shows to facilitate speculation on the spatial impact of these issues pertaining to the future of the fashion industry.

01 Lucile Ltd., Gowns of Emotion, London, 1901




02 Cunard Cruise Liner Deck Fashion Show 1925



03 Barkers of Kensington 1928





04 Dior 1947






05 Balmain 1965





06 Thierry Mugler 1984






07 Yves Saint Laurent 1998






08 Fendi 2007






09 Chanel 2016







10 Loewe Show-in-a-box 2020



11 The AZ Factory Show Fashion by Alber Elbaz 2021



12 Balenciaga "clones" Deep-fake Show 2021





Assignment 3: Site Documentation

Within the Red Thread, the collaboration of the five cities, led by the EuroMayorFive Council, challenges the hegemony of the traditional “Big Four” global fashion capitals of London, Milan, New York and Paris by attracting emerging talent and intensifying local production. Each city within the Red Thread offers unique expertises that address components of the fashion industry, ranging from longstanding histories with textile industries and celebrated resale markets, to favorable tax regimes and significant logistical infrastructures, which that—when coordinated together—can implement an alternative future for the fashion industry.

Valencia, ES


valencia



Berlin, DE




Rotterdam, NL





Marseilles, FR






Zurich, CH







Assignment 4: Pattern Book

This pattern book provides a set of guidelines and tools —derived from the Red Thread member cities and the core principles influencing the future of the fashion industry— that inform the extensive and minute specificities of design and planning principles for Fashion House locations across the five cities of EuroMayorFive. The pattern book is organized in five chapters that individually focus on discrete scales for design production: small (S), medium (M), large (L), extra large (XL), and one-size fits all (OS).