Fashion Design, Product Development 2014-2015

L A U R A K A E H R

I D E N T I T YLuxottica C ol laborative Studio Fal l 2013`

In this studio, I was assigned a group with students of multiple disciplines where we were to collaborate with a multi-national eyewear company to create a collection specific to their millennial customer. As a group it was important to learn and understand everyones strengths and weaknesses to ultimately work together and create a cohesive collection. In the end, 5 different designers with different personalities and niches came together to create a fully developed, millennial focused eyewear collection.

I D E N T I T Y | R E S E A R C H

During the research phase it was important for us to really look at who this millennial customer is. We analyzed surveys not only about what they buy but who they are as a generation. Through the research we noticed just how contradictory this generation is through their actions, attitudes, and lifestyle. The millennial generation, for example, drink craft beer but prefer starbucks over a local coffee shop. Furthermore, they drive their gas guzzling jeep to the nearby bike trail to exercise every weekend. Although this contradictory lifestyle may have a negative stigma, it led us to have a new outlook on product opportunities for millennials and begin looking at things with a different perspective.

NEW PERSPECTIVE: This is a close up of shark skin. Sharks, which appear smooth and soft, actually when examined closer, have rigid, sharp skin.

UNEXPECTED RELATIONSHIPS: These different metals would not normally be paired together but as a whole create a successful aesthetic.

MANUFACTURED ORGANIC: This contrast shows natural wood completely manufactured to look entirely natural and organic.

I D E N T I T Y | C O N C E P T

CONTRASTING MATERIALSUnexpected pairings of materials create dynamic designs. The wood, concrete and metal work together to create something unexpectingly beautiful.

Looking at these colors separately, they look like two very basic neutrals. However, once put together, the brown actually creates a pop of color.

The contrast between the masculine, industrial component of the motorcycle with the soft, feminine curved exhaust complement eachother perfectly.

CONTRASTING COLOR

CONTRASTING SHAPES

I D E N T I T Y | E D I T O R I A L S

A Size: 58 mm

Frame Front: 146 mm

DBL: 20 mm

3 mm

B Size: 57 mm 3 mm

3 mm

8 mm

3 mm

3 mm

3 mm

10 mm

Frame Front: 143 mm

B Size: 42 mm

A Size: 60 mm

DBL: 17 mm 5 mm

2 mm metal wire

6 mm

8 mm

WOMENS SUN EDITORIAL

MENS SUN EDITORIAL

I D E N T I T Y | C O M M E R C I A L C O L L E C T I O N

While developing the commercial collections, it was important to create something wearable yet unique to the identity brand. We used mixed materials, negative space and functioning hardwear on the exterior as design elements to compliment the identities and lifestyle of the millennial consumer.

WOMENS OPTICAL WOMENS SUN

MENS OPTICAL MENS SUN

UNISEX SUN

I D E N T I T Y | M A R K E T I N G

When it came to branding, we wanted to appeal to the customer emotionally and spark their interest in different ways using multiple senses. The brand Identity came from looking as to why the millennial generation is contradictory. The millennials are at a stage in their life where they are finding themselves, striving to stand out while still fitting in. The raised fingerprint icon appeals to the sensory element of touch and represents individuality to the highest degree.

The eyeglass case uses contrasting materials that show off the frame rather than hiding it.

A life size cardboard in-store display for the final presentation.

This postcard actively involves the customer encouraging them to “make their mark” and bring in their fingerprint to receive a discount on Identity frames.

E X C L U S I V E D E S I G N SDesign to Trend Fal l 2013`

In my Design to Trend class, we were challenged to look at fashion and products in a new way, specifically through a customers ability to customize. I was especially interested in how technology could potentially affect fashion in the future. From there I found interesting scientific endeavors taking place now and creating unique art. I translated my research into a collection called “exclusive designs” that takes the customers own personal dna pattern and uses it as the print for fashion garments.

I developed an interest in science and fashion while researching upcoming outlets of customization. I observed this trend of using ones own personal biology to create art, fashion and jewelry, taking customization to the absolute extreme. It was from there that I merged this idea into a high end fashion collection with couture prints so personal to every individual customer.

E X C L U S I V E D E S I G N S | R E S E A R C H

DNA11, a company based out of Canada, creates customized artwork of actual dna patterns specific to each individual consumer. This art is printed on canvas and framed.

“Nervous system” works at the intersection of science, art, and technology. They combine generative computer simulations with digital fabrication to create jewelry and art inspired by natural forms and nervous systems of the body.

Japanese chemist and photographer, R. Tanaka’s goal was to capture a microscopic look into some of the worlds most photogenic elements. Pictured is a photographed version of bismuth.

Montreal-based architect, Federico Carbajal creates anatomical architectures out of galvanized wire, stainless steel and acrylic through what he describes as “spatial sketching.”

PHOTOGENIC ELEMENTS SPATIAL SKETCHING NERVOUS SYSTEM JEWELRY DNA ART

E X C L U S I V E D E S I G N S | C O N C E P T

PROBLEM STATEMENTTo develop a high end women’s apparel collection that offers couture fabrication developed uniquely from the dna patterns of each individual consumer. This collection incorporates customized print and pattern with predeveloped, simplistic silhouettes to create garments exclusive to each customer. This innovative collection is for the unique individual looking to take couture to the ultimate extreme.

E X C L U S I V E D E S I G N S | H O W I T W O R K S

SALIVA SAMPLE MAIL TO LAB LAB DEVELOPS DNA PDF

AT HOME KITHOW IT WORKSExclusive designs would partner with DNA11, a company that creates artwork from DNA samples to develop the print for each garment. By outsourcing the creation of the print, it will expand the possible market and consumer outreach. Every customer will receive a simple at home kit to provide their saliva and be sent to the lab which will create the image of their DNA pattern.

E X C L U S I V E D E S I G N S | T H E C O L L E C T I O N

E X C L U S I V E D E S I G N S | M E R C H A N D I S I N G

MATERIALS

PRICING Pricing is determined based off of the garment chosen, materials included in the production of the garment, development of the personal DNA print, printing of pattern on textile and labor.

*Fixed pricing for DNA print creation is $150.00

100% Cotton 100% Silk Cotton Spandex Cotton/Rayon/Spandex Rayon/Nylon/SpandexPolyester Elastane

MERCHANDISE MAP

Tea Length Cocktail$400.00Style #29375Rayon/Nylon/SpandexSilk yolk

Dolman Blouse$180.00Style #37492100% Cotton

Pleated Midi Skirt$400.00Style #73829Rayon/Spandex

Silk Yolk Evening Gown$750.00Style #72479Polyester/ElastaneSilk yolk

W H AT ’ S Y O U R S T O R YTarget Summer Internship 2013

While interning at target headquarters, I was assigned to collaborate with my textile design partner to research white space opportunities for licensed apparel within the newborn, infant and toddler department. We were tasked to conceptualize and design a collection for both toddler girl and boy that offers something new and fresh to the target mom.

HIGH END, LOW PRICE

READING BETWEEN THE LINES

KIDS CHARACTER,MOMS STYLE

After extensive research, we deciphered three white space opportunities to focus our collections towards. The final concept was to create collections for both boy and girl based off classic childrens books. We felt that it opened up an entirely new market for licensed apparel and suited the target parent with a sense of nostalgia.

W H AT ’ S Y O U R S T O R Y | R E S E A R C H & P R O C E S S

POPULAR MOM BLOGGER

BLOG FOLLOWER

The woman thousands of moms look to daily for inspiration in all things mom-related. A proud supporter of target as shown.

A young mom and avid follower of many mom blogs. Showing support of target and

“mom blogs” through instagram.

W H AT ’ S Y O U R S T O R Y | I N S P I R AT I O N & TA R G E T M A R K E T

W H AT ’ S Y O U R S T O R Y | M O O D & C O L O R S T O R Y

W H AT ’ S Y O U R S T O R Y | T H E C O L L E C T I O N

We chose “Olivia” for toddler girl licensed apparel and “Where The Wild Things Are” for toddler boy. In creating these prints, we clashed the trend of using all over geo prints with the recognizable characters to satisfy the needs of both mom and child. Complementary prints for both girl and boy make this collection perfect for mixing and matching. These energetic prints tap into both Olivia and Max’s sense of adventure that ultimately tell a story, just like their story books do.

W H AT ’ S Y O U R S T O R Y | P R I N T A N D PAT T E R N

W H AT ’ S Y O U R S T O R Y | T H E C O L L E C T I O N S

STATEMENT PIECES

EASY OUTFITTING

PLAYWEAR

ACCESSORIES

CROSS MERCHANDISING

W H AT ’ S Y O U R S T O R Y | T H E C O L L E C T I O N S

STATEMENT PIECES

EASY OUTFITTING

THE TEES

ACCESSORIES

CROSS MERCHANDISING

L A U R A K A E H R 425 E. Il linois St • Wheaton, IL 60187 • 630 947 4401 • Kaehrle@mail.uc.edu

EDUCATIONUniversity of Cincinnati, DAAPBachelor of Science Degree in Fashion Design Emphasis in Consumer Product Development •Classof 2015

SKILLSCOMPUTER Adobe CS5: Illustrator, Photoshop, Indesign Microsoft Office: Work, Excel, Powerport Lectra Kaledo: Print, Knit, Weave IPLM/PLM trained

DESIGNTrend Forecasting, Technical Drawing, Pattern Making, Garment ConstructionBranding, Merchandising, DisplaysProblem Solving

EMPLOYMENT EXPERIENCEAmerican Eagle OutfittersAerie Swim Intern •Workedintheexpandingswimweardepartmentof Aerie. •Tookonassistantdesignerresponsibilitiesincludingmarketresearch,trendanalysis, design, fittings, and used PLM skills to create and update tech packs. •Learnedextensivelytheconstruction,components,sizingandmaterialsthatmakeup the development and fit of swimwear. American Eagle Outfitters Aerie Design Intern •WorkedinAerieapparelandaccessoriesincludingmarketresearch,trendanalysis and assisting in design. •TrainedanddevelopedproficientskillsinPLMsoftware. •Workedsimultaniouslyinvariousseasons.Target Newborn, Infant and Toddler Design Intern •ResearchedwhitespaceopportunitieswithinNITlicensedapparel. •Createdcollectionsfortoddlersincludingtechnicalflats,illustrativesketches, print and pattern and merchandise opportunities. •Collaboratedextensivelywithtextiledesignpartnertocreateacohesive collection. •Presentedconcept,processandcollectiontokeystakeholderswithinTarget PD+D.Lands’ End Women’s Wovens Design Intern •CreatedflatsandassembledtechpacksinAdobeIllustrator. •Executedassignedtasksefficientlyincludingresearchingtrend,compilingcolor boards and creating concept walls for company wide meetings.

T H A N K Y O U

T H A N K Y O U F O R Y O U R T I M E .-Laura Kaehr

SKILLSCOMPUTER Adobe CS5: Illustrator, Photoshop, Indesign Microsoft Office: Work, Excel, Powerport Lectra Kaledo: Print, Knit, Weave IPLM/PLM trained

DESIGNTrend Forecasting, Technical Drawing, Pattern Making, Garment ConstructionBranding, Merchandising, DisplaysProblem Solving