FEMME is an Autumn/Winter 2020/2021 collection focusing on women who bike, and are seeking clothing that can transcend between being worn on the bike and on the daily - whilst also making them feel comfortable and confident in their clothes. This collaboration was done with Pearl iZUMi, whereby our designs of BikeStyle wear will be analyzed and critiqued by Pearl iZUMi personnel at the end this semester. We decided to use vibrant colors with outstanding prints and graphics, to give the power back to the women in a mans world. Our collection is inspired by Japanese culture and aesthetics. We strive to not only help women, but also the world through our sustainable focus. Sustainability means to us making the littlest impact on the Earth as possible.
CONSUMER RESEARCH
We aimed to collect data from females in their 20's - 30's that enjoyed cycling through survey research. Using platforms such as facebook, reddit, and personal connections we accumulated 74 responses. Attached below is the survey created.
DATA ANALYSIS
56% prefer to buy sustainable products, 71% wear their bikewear elsewhere, 88% spend money on bikewear over other accessories.
TRENDS
Print & Graphics trends showing many bold colors, unique designs, and returning 90s sportswear designs.
FEMME FIT GUIDE
Form Fitting, Slim Fit, Regular Fit, Relaxed FIt
TECHNICAL FLATS
BRANDING & LABELS
Femme means female in French. It is important for us that our consumer know that this brand is designed for women. The red circle further represents the Japanese flag, interlocking the origins of Pearl iZUMi with our brand direction for Femme.
Main Logo
Secondary Logo
Outside label
Hangtag
RENDERED FLATS
