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.
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
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).