My Clothing Style-mood board

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From doing this mood board and research into existing fashion i have decided to narrow down my brand into four different categories. These categories are floral, lace, pattern and shimmer. This will determine the brand itself and what it is all about.

4 Main sections to my fashion brand: FLORAL, LACE, PATTERN & SHIMMER.

After research into other high end high street brands i have found that they all have their own collections and brand names. This makes the brand have an identity which makes it more personal to the user. When thinking of a brand or collection the user can identify which fashion brand that is which makes it memorable and popular to the audience.

Therefore i have chosen four main clothing materials and will narrow this down creating names for each category which will go in the Sophie Anne collection. Each collection will be identified with an image which will represent that label/collection.

The four sections i will design will be inspired from these designs above. I will take the elements of pattern and colour to encompass my own design for each of the headings, Floral, lace, pattern and shimmer.




Summary of what i want my brand to be

Target audience

Profile Created:

  • Women ages 20-45 and above but mainly between this range according to research.
  • Younger audience and between this range because of social media being a bit connection and link. Targeting women who frequently use social media such as Instagram being a main one in particular.
  • Willing to spend that bit extra but generally prices to be lower than other high ends such as Gucci and Channel. Michael Kors and Guess are the similar price range i want to blend.
  • Want to spend money on practical purchases.
  • Working women in a we’ll paid job.
  • Independent women.
  • Younger side of target audience would admire this self and want to be that successful women in high end job. They still purchase from my brand but more as a luxury gift not multiple accessories.

What i want my brand to sell

  • Clothes
  • handbags/purses
  • Shoes/heels
  • Jewellery

Representation/style of brand

  • Pattern
  • Floral
  • Design
  • Print
  • Colour
  • Texture

Celebrity influence ( If i was to have one)

  • Taylor Swift as she is multitalented super star which such a huge Instagram following base. She will attract a wide range of people. Her style is very different and unique she is not afraid to wear what she wants.

Website design inspirations


Inspirations and ideas to take forward into designing: What makes the website design successful?

  • Choice of colour/colours what works well together
  • Pop and embrace of colour suitable for my brand
  • Having  a clear hierarchy of information which is clear for the user to follow.
  • Most of these examples have a scroll down menu. When designing need to make are that the information flows and has an order which is clear to the user.
  • Patterns and print should be used within the design as it represents the brand. The web design has got to express and have the illusion of the brand to the viewer.
  • Choice of typography has clearly been chosen for the intended purposes. For example having a bold heading and regular sub heading. Thus creating the hierarchy of information to the user.
  • Pattern shape and layout need to be thought out. I particularly like the idea of a scroll down on the site (fluidity and expansion as you scroll down)
  • Choice of imagery
  • Imagery onto of image. Choice of background image needs to stand out in this case.
  • Repeated pattern or imagery works in design which is something i would like to take forward
  • Headings and sub headings and main text need to have a hierarchy so there is a clear order

Signature style- what are brands known for

Signature style- what brands are known for and why they are successful


Burberry is a British luxury fashion house that distributes clothing, fashion accessories, fragrances, sunglasses, and cosmetics. Its distinctive tartan pattern has become one of its most widely copied trademarks.


Chanel is a high fashion house that specializes in haute couture, ready-to-wear, luxury goods and fashion accessories. The House of Chanel is known for the “little black dress”, the perfume No. 5 de Chanel, as well as the Chanel Suit.

Chrisrian Louboutin

Christian Louboutin is a French footwear designer whose work has incorporated shiny, red-lacquered soles that have become his signature.


Fendi is an Italian luxury fashion house whose specialities include leather goods, fragrances, eyewear, timepieces and writing instruments. The company is known for its signature “baguette” handbags.


Gucci is an Italian fashion and leather goods brand, and part of the Gucci Group. They are the largest-selling Italian brand in the world.

Ralph Lauren

Ralph Lauren is an American designer best known for his fashion line Polo Ralph Lauren

Why is it important for brands to have a signature style:

Have a clear distant style and representation of your brands is essential. This is what attracts your potential customers to buy into your brand as having a style that is instantly recognisable. This quality and consistent makes your brand stand out against the others. It gives your brand an identity to which other can identify with.