Brand Moods

PRESERVATION
INNOVATION
CONSUMERISM
 PRESERVATION IN FASHION

Preservation in fashion refers to the process or ways through

which a brand or designer preserves a particular heritage , art
form and textiles , looks up to practices like sustainability ,
recycle, reuse and repurposing. It works towards highlighting
employee experiences. For example:To radically scale back its
lead-times and find product to promote quicker, Tommy
Hilfiger has galvanized its 17,000-strong team into a cohesive
and cooperative single entity, finance in team-focused operating
environments ,as against those designed with guests in mind,
and accentuation team bonding through events and coaching
courses. significantly, the brand has understood that a contented
work doesn't diminish productivity, however instead boosts it.
as one worker says, “It’s diligence, but there's plenty deal} of
freedom to go your own means and great parties.”
Some brands opt for taking the consumers behind the scenes to
provoke a thought in them. H&M is one of the brands that
believe and practice this ideology and has introduced product
transparency policy for all garments.
Companies and brands like Nike and Amazon also use the ‘telling
customer a success story’ strategy as well to do preservation.

Nike understood and has been leveraging the power of a great

storytelling longer than people have been online and anticipated.
They associated themselves with the great basketball icon
Michael Jordan way before and in 1999 they released a one
minute ‘commercial’ that celebrated and commemorated the
icon’s career while also marketing their product.

Amazon was first launched in India in 2013 while competing

with unorganised retail market. While now it is worth $16
billion dollars with a 30% market share in India. Amazon
adopted a unique way to tell stories and market, they printed the
stories of seller on each box with a special QR code assigned.
When the code was scanned, it lead customers to seller stories
on the app itself. This intelligent marketing tactic lead to
excitement of the buyer making Amazon a house name.
Another strategy used by brands like vans is using the product to
inspire audiences into actions and moving. Vans, the original
action footwear and apparel brand, announced the global launch
of ‘The Story Of Vans’ on the historic day of it’s 50 th anniversary,
commemorating the rich heritage and idea with the story of vans
series - it carries till day. It was a visual campaign that was one of
its kind that combined mix of artistic methods highlighting iconic
moments from the brand in it’s 50 year journey.
TOMS is a brand that built a
community using current events
and what concerns one now. The
shoe brand works towards
making the buyer feel equal as it
believes in the idea of helping
underprivileged people have a
better future. Most of its profits
,if not all, goes to people that are
working towards this issue and
each purchase donates the money
to them. It works to create an
equal opportunity for all.
 A Dying Art form – Batik:
Sustainability & Preservation of culture
(case study)

Batik is certainly an art form, not only because it’s a technique

that produces true works of art, but also because the dyeing
technique itself has become a crucial part of the intangible
cultural heritage of various communities all over the world.
Unfortunately, this ancient dyeing technique is also in danger of
disappearing, once the artisans who know how to create these
beautiful textiles stop teaching their ancestral techniques to their
descendants. The tradition of creating batik textiles revolves
around the idea that there are certain substances which, once
applied to cloth, render it dye-resistant. Batik artisans use wax to
create specific areas on their cloths that won’t get dyed, and then
they proceed to color the entire fabric using a specific natural
dye. Finally, the wax is removed, usually by way of boiling the
cloth, and then the process is repeated all over again for the next
color. This ancient tradition of dyeing textiles using wax to
create motifs, patterns and designs, can be found in various
places all around the world, such as in Indonesia, India,
Singapore, Malaysia, the Philippines, Sri Lanka, China, Nigeria,
with Java, batik textiles predating modern records. Indonesian
batik was designated as a Masterpiece of Oral and Intangible
Heritage of Humanity by UNESCO, in 2009.
This is where the modern conscious consumer comes into play.
By selecting and supporting ethical and sustainable fashion
brands featuring batik textiles, created by local artisans into
their own designs, consumers can actively help preserve and
protect this particular piece of culture. Traditional handmade
textiles are beautifully unique, and the fashion items created
using newly made and vintage batik fabrics have one-of-a-kind
appeal. Theoretically, flourishing ethical and sustainable fashion
brands could ultimately singlehandedly support the handcrafted
batik fabric industry. They might even offer some extra
incentives for local people to keep the art form alive, since
creating batik textiles would provide them with a stable,
sustainable income.
This is the only way the fashion industry can ever hope to give
something back to the underprivileged communities it has so
blatantly taken advantage of in the past. As for the artisans
themselves, it goes without saying that by appreciating and
creating commercial demand for their products, sustainable
fashion brands can help younger generations realize that batik
is a priceless cultural treasure that should be loved, celebrated,
and preserved. It will also help instill in them a sense of pride in
the work and techniques of their ancestors. In this way we can
ensure that they will be willing and able to carry on the art form
of textile weaving and dyeing, and that they may even help
bring it back up to the high standards of their ancient
predecessors.
 INNOVATION IN FASHION

Innovation in fashion is the area where there is a need for

creating something new and unique constantly. This realm uses
techniques like tech fabrics, 3D printing, products made from
waste, interactive customer experiences and online shopping as
well. Innovation takes place at the intersection of fashion and
technology, representing a powerful way to connect consumers
to brands while providing distinct shopping and wearing
experiences. New technologies and textile innovations are not
only changing how the fashion industry functions, but also
how its products interact with the environment and consumers.

HERE IS AN OVERVIEW OF THE LATEST TECH

TRENDS IN FASHION E-COMMERCE AND RETAIL:
 1. AI (Artificial Intelligence) is
the most pioneering technology
helping brands and retailers with
predictive forecasting, capacity
planning and merchandising
while improving product
availability and faster, more
accurate deliveries.

2.AR (Augmented Reality) is

helping online shoppers with
buying the right look and size
by a smart blended reality
mirror overlaying clothes on to
users. A genius tool that further
helps online retailers to reduce
the number of returned items.

3.Blockchain is a new digital

record guaranteeing product
safety, authenticity and ethical
standards as records cannot be
altered once added to the
blockchain. Consumers can rest
assured where and out of what
material an item was made,
who it was made by, the
conditions they worked in and
how much they were paid.
 4.Facial recognition technology is
used to pay for products 0r to
identify varying levels of customer
satisfaction.. Facial
recognition technology is used to
pay for products 0r to identify
varying levels of customer
satisfaction. But it can also provide
insights on consumers' purchasing
decision process by identifying
5.Visceral experience is in individuals and developing
contrary to digitally enabled personalized experiences for them.
experiences both online and
offline, more physical and
will be back in focus. Fashion
brands and department stores
especially, will need to create
places or pop-ups that offer
consumers authentic
emotional connections and
experiences engaging body,
mind and soul.
6.Contactless
payment integration with
smartphones, smartwatches or
smart clothing is simply
convenient and prevents theft.
The first high-tech automated
convenience stores in Asia even
require no checkout, no cash
and no salespeople.
A unique way to use innovation approach is to create a virtual
fashion influencer with real impact on consumers. Lil Miquela
and Noonoorui are great examples of this. These are CGI
generated influencers with huge social media following. While
the origin of Lil Miquela is unknown, Noonoorui is created by
Munich based designer and creative director Joerg Zuber.
Noonoorui has modelled for brand like Dior, Versace and
Swarovski and Miquela holds the model name for Burberry and
Chanel.

Innovation comes in many different ways, it doesn’t always mean

to use technology. It can be used in the sense of materials as well.
This approach is used by the fashion brand Ecoalf. They use the
discarded plastic materials and other harmful non bio degradable
materials and turn them into textiles which is then used to make
their products. This is a very futuristic and innovative ideology
followed by many indie brands as well today.
 Textile can be recycled or made new altogether using 3D
printers. In today’s world the sky is the limit of creativity.
Famous designers like Iris Van Herpen , Nabil El-Nayal,
Catherine Wales, Francis Bitonti, Katya Leonovich and
Marina Hoermanseder are to name a few who use this
technology beautifully in their designs. Iris Van Herpen says ‘
the first time I used 3D printing, it completely changed my
thinking. It freed me from all physical limitations. Suddenly,
every complex structure was possible and I could create more
detail than I ever could by hand’.

Here is a link to an article that explains and explores the brands

and the major new innovations coming in the fashion industry:

https://www.springwise.com/innovations/top-10-innovations-in-
fashion-2018/
 CONSUMERISM IN FASHION

Consumerism is based solely on the will of the consumers

and buyers. It works on what the buyer wants and asks for.
This category indulges in fast fashion, mass market
approach, repetitive and common fashion quotient and
what is needed by the mass. The fashion industry,
up till the mid-twentieth century, ran on four seasons a
year: fall, winter, spring, and summer. Designers would
work several months ahead to set up for every season and
predict what they believed customers would need.
This methodology, though additionally methodical than
fashion nowadays, took away agency from the wearers.
Before fashion became accessible to the masses, it
absolutely was prescribed to elite group and there
were rules to be followed
The Industrial Revolution planted seeds for what one know
fashion to be nowadays. It wasn’t as forceful because the
current climate is until things picked up round the 1960s.
From the swinging decade, the business solely quickened
its pace and down its prices. However, it reached a degree
of no come back some decades later; consistent with the
Sunday style Times, “It significantly came to the fore
throughout the vogue for ‘boho chic’ within the mid-
2000s.” fast fashion utilizes trend replication, speedy
production, and caliber materials so as to bring cheap styles
to the general public. sadly, this ends up in harmful impacts
to the environment, human well-being, and ultimately
consumer’s wallets. Mass market refers to the market for
goods that are produced in large quantities, ready to wear
garments in mass, cheap material of fabrics creatively used
to produce affordable fashion, uses simple production
techniques therefore to sell at cheaper rates and consists of
fashion available for both brands and street.
 The Mass Production of clothing began roughly in the mid
nineteenth century , When some manufacturers began to
produce garments that did not require fitting , but fashion
did not become an established industry in the institution
sense of the world until the 20th century. The rapid shift of
custom-made readymade clothes during the industrial
revolution was stimulated by the growth of the middle class
& a large increase in foreign labor , mostly Jewish & Italian
Immigrants who bought their tailoring skills from Europe.
The industry grew exponentially by 1915,apparel was the
third largest in America after steel & oil . In the late
eighteens & early nineteens large mills & factories
produced fabric & garments including overcoats , petticoats
, shirts , trousers , gloves , hats & footwear.
Currently the fashion industry relies more on mass market sales.
The mass market caters for a wide range of customers, producing
ready-to-wear clothes in large quantities and standard sizes.
Inexpensive materials, creatively used, produce affordable
fashion. Mass market designers generally adapt the trends set by
the famous names in fashion. They often wait around a season to
make sure a style is going to catch on before producing their own
versions of the original look. In order to save money and time,
they use cheaper fabrics and simpler production techniques
which can easily be done by machine. The end product can
therefore be sold much more cheaply. There is a type of design
called “kutch” design originated from the German word
“kitschig” meaning “ugly” or “not aesthetically
pleasing.” Kitsch can also refer to “wearing or displaying
something that is therefore no longer in fashion.” Often, high-
waisted trousers, associated with the 1980s, are considered a
“kitsch” fashion statement.
 British Brands Working Towards Mass Market :
(case studies)
1. Sainsbury :

Sainsbury’s is presently the second-largest merchant within

the UK in keeping with Kantar Worldpanel, with latest figures
attributing them fifteen.9% of market share. associate
degree close at hand merger with third-ranked Asda is about to
form a grocery body politic — to not mention an affordable-
fashion force to be reckoned with. Despite being a grocery chain,
Sainsbury’s are unbelievably undefeated at growing
their covering class. Their fashion whole,
Tu covering, currently contributes nearly £1 billion to annual
sales. Sainsbury’s stands to extend their quick fashion market
share even additional with the addition of Asda’s patron
saint covering line.It won’t be the primary major takeover for
Sainsbury’s. The 2016 acquisition of Argos has allowed it to
expand the reach of Tu covering by giving shoppers free click-
and-collect from one,100 Sainsbury’s and Argos stores across the
united kingdom. When it involves digital promoting strategy,
Sainsbury’s treats Tu covering as a separate whole with separate
social media accounts. this permits them to distance Tu from
its grocery origins and pins it additional within the realm of
fashion. Their strategies seem to be working: Sainsbury’s most
recent full year results reported that clothing sales rose almost
4%, while online sales of clothing grew by 45%.
2.Primark :

Despite not having embraced e-commerce, Primark have

found the simplest way to drive customers in-store through
their web site and digital presence. Social media may be a key a
part of Primark’s strategy to stay relevant to the new generations
of shoppers. In below 5 years of being on Instagram the retailer’s
account has boomed to over five.7 million followers. To grow the
account organically, their focus has been on making the
proper sort of content. And it’s operating, our team of
knowledge Scientists tell United States that over 50% of their
posts over perform. Primark’s social accounts are careful to
make a coherent complete image, while still incorporating lots
of user-generated content. Their focus has mostly been on
presenting merchandise in context like peel lays on a bed, or an
outfit reposted from one amongst their followers instead of filling
their feed with staged catalogue shots. this offers their posts a
friendly, natural feel that customers will relate to.
Followers are inspired to share their vogue mistreatment the
hashtag #Primania, or by uploading their photos to a
fervent Primania space of the Primark web site. every Primania
post includes details of the merchandise featured and
their costs, once more driving customers into stores to shop for.
3. Marks & Spencer :

Marks & spencer have continuously been better-known for

innovation, for introducing new product to a people market
and dynamical the manner people look.Declining footstep becaus
e of customers moving on-line is one key issue contributive to
loss of sales. however there’s excellent news for Marks
& spencer. The merchant has already recognized their challenges
and developed new ways moving forward. one among their main
goals is to require a minimum of a 3rd of sales on-line.
They’ve conjointly made public plans to make a lot
of seamless expertise across on-line and offline channels, and to
focus their efforts on making fewer however higher physical
stores that are digitally-driven. M&S even have a
robust chance to grow and take advantage of their existing social
media presence: the whole already has over five million
Facebook fans and 790k Instagram followers. not
like Sainsbury’s, M&S combine all sales classes into their social
media to make one general modus vivendi account. In Gregorian
calendar month 2017, however, they launched a second
Instagram account dedicated to fashion and based mostly around
their attempt weekday styling service. This account associates the
M&S whole with celebrities, influencers and street vogue stars
via sacred collages and styling tips
 BRAND
RESEARCH
Gaurav

Gupta
 GAURAV GUPTA AND
INNOVATION :

Gaurav Gupta is one of the foremost celebrated names within

the Indian fashion industry. With a bunch of innovative
designs, he's renowned for making a fusion of numerous
concepts and cultures, ones that were once thought-about too
completely different to fuse seamlessly. every style created by
Gaurav Gupta is futuristic in thought and execution. a number
of his most renowned works have conferred a singular
combination of severe military lines with extreme
dressmaking. One in all the foremost outstanding creations by
this designer is that the dress robe. This ensemble combines
the simplest of 2 worlds, created with the designer’s trademark
aluminous elements. different futuristic designs developed by
this designer embrace half sarees and lehenga sarees, every
creation being adorned with distinctive decorated components.
Gupta is standard for the employment of gold thread
embroidery and three-dimensional embroidery on his
creations, providing a singular look to every. The designer has
conjointly used many Indian motifs and embroideries in
several creations, every with a singular spin to that.
 ABOUT

Gaurav Gupta is one among the foremost celebrated and

innovative couturiers in India, and a worldwide name on the
increase. The London graduate has created a distinct segment
for his eponymic label as a progressive clothes designer and
carved a world that's future primitive, mirrored through his
sculpture-like clothes.
Over a decade of merging autochthonal Indian construction and
enhancing techniques along with his plan of the long run,
Gaurav has delivered and sustained a world that's Indian at its
core and limitless in its type and emerged united of the
strongest voices in dressmaking and fashion from India.
promise trendy dressmaking on the globe map, his collections
have since been noticed at numerous red-carpet appearances
just like the Emmys and Golden Globes. The whole has been
frequently featured on the quilt of outstanding Indian luxury
titles resembling Vogue, Harper’s Bazaar, L’Officiel, Elle,
Cosmopolitan and international publications like Nylon and
Bello.
Another turning purpose arose with Gaurav’s reinvention of the
normal frock – a living costume as previous because the country
itself. His pre-draped, pre-pleated and seamed saris with gothic
and art movement undertones, three-dimensional metal and
animal skin embroideries and therefore the novel frock robes
began a completely new language in Indian wear and bit by bit in
dressmaking. Gaurav Gupta Man was introduced in November
2018 with a spectacular show with GQ India that garnered vast
quality. Gaurav’s past dressmaking shows have continually
caught eyeballs, the shows have continually secure drama, magic,
high energy and at the middle of it all – a surprising assortment.
Gupta is a graduate of the prestigious Central St. Martins College
of Art and Design in London and his graduate collection was
awarded the Future of Couture trophy at Altaroma Altamoda,
Rome Couture fashion week. He then went on to work with
designers Hussein Chalayan and Stella McCartney before
returning to India in 2006 to launch his own label.
Creating a different design with several elements combined has
been the driving factor behind Gaurav Gupta’s collections
throughout his illustrious career. Seeking inspiration from
several incidents and mythological characters from the history
of mankind and providing a unique futuristic spin to the ideas is
his expertise. This capability was evident in his collection
showcased in the India Couture Week 2013 where his creations
were inspired by Nyx the Greek Goddess of Night, and Lakme
Fashion Week 2014 where his collection built on the belief that
the construction of Pharaoh’s tomb may have been helped along
by extra-terrestrial beings. Designing for the future is another
characteristic of Gupta’s creations and the prime example of
this thought process is his collection “Lightfall”, in which the
designer drew inspiration from the projected wardrobes of
mythical heroines existing a thousand years into the future.
 FACT TRIVIA :

GQ India included
Gaurav Gupta in the list
of Best Dressed Men of
2014.

He was featured in the October

Anniversary Issue of Vogue.

He was featured in ELLE magazine

as well.

He was awarded ‘The Future of

Couture’ trophy at Altaroma Altamoda
at the Rome Couture Fashion Week and
‘The Roots of Creativity’ title at the
Mittelmoda Fashion Awards in Italy.
COVERS & ARTICLES
 BRAND PROFILE

The complete Gaurav Gupta was based in 2004. Gaurav, along

with his brother and Managing Business Partner Saurabh
Gupta, has created a complete that's better-known across the
globe, for its breakthrough style philosophy, ever-changing the
definition of dressmaking. The dynamics of the facility couple
has sketched one in every of fashion’s biggest success story.

Couture at Gaurav Gupta depends on its core philosophy -

Asian nation may be a state of mind. Through its origination,
the complete has dived, explored and questioned what it
suggests that to usher in new style to a culture steeped in
custom, nearly rigid in its ornate saturation. That has created a
language quite farther from the expected expertise of Asian
nation, visually and showing emotion. it's been a fifteen year
long journey of a shift, a necessity for the quirky by nation set
too long with closeting, of individuality, of distinction.
The studio employs a team of around sixty in its style and
management capability and over three hundred artisans
together with tailors, embroiderers and pattern specialists.
Gaurav Gupta dressmaking retails from 5 of its freelance
stores across city metropolis, Calcutta and Hyderabad. The
stores are written concerning extensively for his or her
design and style ambition.

Gaurav Gupta’s innovative designs have appealed to several

fashion enthusiasts not just in India but across the world.
Amongst the most prominent celebrities who sport his dresses
are Indian actresses like Priyanka Chopra, Deepika Padukone,
Sonam Kapoor, Shilpa Shetty, Alia Bhatt, Kalki Koechlin,
Madhuri Dixit and many more. His international patrons
include acclaimed figures such as Nicole Scherzinger, Paris
Hilton, Skylar Grey and Lady Victoria Hervey, to name a few.
 COLLABORATIONS:
1.THE POETRESSE FOR GAURAV GUPTA SS’19 SHOW;
THE UNFOLDING

The gap show at the Lakme Fashion Week witnessed an

evening wherever fashion met poetry because the poetresse
Navkirat Sodhi recited live verse capturing Gaurav’s
inventive spirit at the long-lasting launch of ‘The Unfolding’
Spring Summer 2019—a assortment that marks the terribly
initial time we have a tendency to used ancient techniques
like brocade and chikankari offset with our signature artistic
movement sensibilities. an instant marked in time; she stood
coated in yards of fabric, suspended in air, and recited
twenty five minutes of live poetry with absolute grace.
2. IBM

An ethereal dressmaking creation associate degreed an

Avant Garde aesthetic was mixed with state of the art
technology to make a primary of its kind interactive dress
within the country. Sculptural fabrics integrated lighting
that lined the whole dress, lighting was interfused with AI
technology to create the colors and patterns amendment
reckoning on the mood of the one that is interacting with
the user of the gown. This used Watson’s tone and feeling
gaging software system which mixed with the dress
structure that brought to mind modern design.
3. SANTATI

Celebrating 150 years of mahatma Gandhi—A special art

exposition on his life, inheritance and legend bestowed at
the National Gallery of modern Art, Mumbai. “Gandhi is an
amorphous soul rather like the ability of truth, the power of
belief, the facility of god and therefore the power of light—
it follows a continuum and forms a loop of eternity. it's
intense, immense, spiral. Through his installation the
concept is to interpret an enormousness of his message that
takes immediate, deep roots within the mind, where it
scatters. Gandhi’s heart was medically certified to own had
an ideal heartbeat—this goes to indicate that he was
harmonized along with his inner self and was in set with
himself and his surroundings, associate exemplary example
of hanging the proper balance. I would like that once
somebody stands within the center of this installation and
interacts with it, they mirror upon the simplicity of Gandhi
and therefore the harmony of his heartbeat. Gupta need all
of them to speak to the Gandhi inside them by reflective on
the Gandhi before of them.
4. THE ELEPHANT PROJECT :
THE ELEPHANT PARADE

London is presently host to Elephant Parade - the world’s

biggest moving public elephant art exposition - that features
thirty, five-foot Elephant Parade sculptures delicately
adorned by a number of India’s best artists, designers and
artistic skills. in a very bid to lift awareness for the
requirement for elephant conservation, these sculptures
have cosmopolitan to the united kingdom from Republic of
India.

'Infinity' by Gaurav Gupta embodies our signature

sculptural technique. The inspiration behind the design for
this glorious elephant is solely a spirit of eternity and
timelessness. the color red not solely celebrates the essence
of India, however is additionally the color of urgency – the
urgency of matters to save this spiritual animal.
SKY THE ELEPHANT :

The Elephant is that the most opulent, ancient,

fantastical, amorous creature. The Gaurav Gupta
Elephant design is of a vintage attractiveness encrusted
with countless pearls and hand painted with a pattern of
fantasy. The sky blue base is enameled with castles and
birds.
Highlighting the terribly imperative want for USA to let
this crucial creature to be freed from human torture. The
Elephant Family that has the Royal Highnesses, The
aristocrat of Wales and also the noblewoman of county,
as joint royal presidents could be a dynamic NGO on a
mission to guard the vulnerable Asian Elephant. The
work with conservation partners and helps improve
Elephant environment and food handiness and raises
awareness on this appalling emergency.
5. CROW

They transformed their flagship store in

Mehrauli, New Delhi, into an immersive
theatrical expertise wherever completely
different mythical characters took over the
nooks and corners of the house. This was
a first-of it’s-kind interactive launch where
the characters were partaking with the
attendees in an exceedingly frolicsome
banter and created a surreal setting.
6.BE OPEN :
GAURAV GUPTA FOR BE OPEN; MADE IN INDIA

The installation revolves around the components of earth,

water, fire and air, and Gaurav Gupta’s reflections on
India. it was bestowed at Indira Gandhi National Centre
for Arts.

When Gupta assumed about Be Open and India and his

reflection of India, he started thinking of elements. Earth,
Water, Fire, Air – there's a robust elemental and spiritual
sense that India brings. What he propose for Be Open
could be a scene – an installation where there's a settee, a
table, a carpet and three clothed mannequins. A scene
where it appears like an oversized wave of water or a
powerful breeze or an enormous fire has more established
the origin and affected it in an exceedingly and very
elemental manner.
7.ANTI-POLLUTION :
THE ANTI POLLUTION RIOT CAMPAIGN BY GAURAV
GUPTA

To combat the on-going state of affairs in our country

and to boost awareness concerning air pollution,
Gaurav Gupta launched The 'Anti Pollution Riot'
campaign in association with Vogmask. Influencers
excelling in fields of art, music and cinema joined
hands to amplify the message even additionally. The
intention was to treat the matter with utmost lordliness
and to require a step in guaranteeing that in our
restricted capability we tend to contribute towards
creating this example higher.
8. ANIMAL BALL :
GAURAV GUPTA FOR THE ANIMAL BALL 2019

The Animal Ball’ 2019 Hosted by The aristocrat of Wales

and also the duchess of Cornwall is one among the
largest Conservation x Fashion Event in London’s
calendar. 24 fashion brands from world over as well as
Prada, Chloe, Missoni , Kenzo, Philip Treacy and Gaurav
Gupta are invited to curate special limited edition animal
inspired masks for the night. The Animal Ball is
conferred by ‘The Elephant Family’, and raises funds
towards conservation of all Asia’s endangered animals -
the tigers, the orangutans, the rhinos, the pangolins and
also the Asian elephant. The masks for The Animal Ball
is inspired by the humming Bird, an emblem of infinite
hope and jubilation is modelled in his endemic sculpting
techniques.
Humming Bird status : Vulnerable , IUCN Red List
.All creatures of the globe are endangered immediately,
because of global climate change, deforestation and
home ground loss. we have a tendency to hope to boost
huge funds through tonight’s efforts and also the
continued efforts of ‘The Elephant Family’. he
encourage everybody to try and do their bit , massive
or tiny it all counts!
 GAURAV GUPTA AND
THE NEW AGE SARI

In 2004, Gaurav Gupta burst on the Indian fashionscape with a

bang. One may recognize him nowadays as the couture designer
behind the exciting saris, gowns and sculptural silhouettes worn
to cocktail nights and sangeet ceremonies, however he was
originally a distinct animal.
His label Atpug Varuag (his name spelt in reverse, however
abandoned in favor of the additionally simple Gaurav Gupta in
2009) was “very metal-meets-Savile Row in terms of draping and
tailoring techniques,” says Varun Rana, who worked with Gupta
around that point. “His niche was draping, however not in an
exceedingly soft and sensual sense; it had been very
architectural.” Gupta introduced the exaggerated shoulder with
boning, sculptural draping, accentuated with shoulder pads or
embroideries that may stand out like shards of crystal and created
it his signature. in conjunction with it were alternative elements
that he would show for a decade: graphics, pinstripes and a color
palette that was loud European menswear brown, grey, blue,
black and generally ivory, with dark blue being the brightest tone
he would bit.
Gupta has been fiddling with the saree since his second
collection, during which he showed 3 a devoré saree, a
chikankari saree, & an apron saree with a folded apron sort of a
Greek toga. And he continued making saris each season, although
none were shown on the runway. His introduction to the Indian
bridal area came through the private expertise of designing the
garments for his brother’s wedding in 2008. “I created a peacock
lehnga for the marriage, more Indian than the things I do right
now. it had been a fuchsia lehnga with foil-printed flowers, 3D
embroidered peacocks, & drapes over the lehnga likewise.” He
calls it theatrical, however it had been the breakthrough purpose
from which he started making a variety of designs to be worn at
weddings.2 years later, he offered what would become his
signature to the Indian bridal space the saree gown. They 1st
appeared at the Delhi couture Week 2010 one in black and one in
lace. The skirt & the blouse zipped up separately, however they
were connected to each other, and gave the look of one piece.
The pallu was designed to cascade the back like a waterfall,
rising from a piece of embroidery that fell over the left shoulder.
“It was such an excellent hit, both with the market and the press,
because it absolutely was something so new,” remembers Gupta.
“Now, each designer within the country features a saree gown.
that's a cultural shift.
He conjointly discovered that the key to being Gaurav
Gupta was to form unusual, fearless garments, whether
it’s creating necklines extremely attractive, or cut-outs
that leave the hips naked like in his Lightfall collection
at the Delhi couture Week 2013. “It’s a really weird
dialogue between the client and me,” he says. “When I
create something that doesn’t exist, they react with an ‘I
like that’. when I attempt to create commercial things,
sort of a salwar kameez or a lehnga, it fails. no one buys
it, although the embroideries are terribly unique. they
merely wish individuals to grasp it’s a Gaurav Gupta
design, so it makes a statement refined or not, it's to be a
statement.”
“He’s doing things that flip heads, and in an Indian
wedding that's what a bride is meant to try and do,” says
genus Rana. “A bride who doesn’t wish to wear a lehnga
for a cocktail, irrespective of however trendy it's going to
be, can opt for a Gaurav Gupta outfit as a result of she is
aware of that the instant she emerges from the entree, or
steps, or no matter, individuals are planning to gasp and
say ‘Wow’.”
Gupta says that one among the signatures of his whole is
that the variety eight that represents eternity and influences
the rhythm of his creations. “They don’t have a starting
and an end point. they're not pattern-made, they're
sculptures.”
 THE GG STYLE

Ethnic motifs fused with modern designs have been associated

with Gaurav Gupta ever since his foray into the fashion
industry. The most identifiable features of his collections are the
metallic elements and layers of softened materials used in the
dresses. Hues of gold and silver have been used in a variety of
different ensembles; and his prodigious skill in creating the
most futuristic, cutting-edge designs in metallic hues is
incomparable. His collections have also featured the use of
royal materials like silk and popular high-street materials like
chiffon, georgette, organza and nylon blends in subtle hues. His
collections are usually a melee of warm colors like red, orange,
yellow, peach as well as others like different hues of blue,
purple and pink. Also, many of his creations are in different
shades of white and cream that make the wearer look ethereal.
Being a designer whose first suggestion to any patron is to find
their own sense of style rather than just following the trends,
Gaurav Gupta’s creations have always been aimed at changing
the face of fashion and breaking style norms by amalgamating
individuality with heightened creativity. Along with these
designs, there are numerous Gaurav Gupta collections that
feature dark colors being used in different materials. Colors
such as black, midnight blue, wine, royal blue and many more
have been used in various creations by the designer. The
motifs that a lot of his collections display are not just very
intricate but also very Indian in characteristic.
His penchant for weaving motifs, especially in gold, can be
seen in many of his creations. His ensembles can be
characterized as chic elegance with elements of grandiose.
The exclusive design of all ensembles by Gaurav Gupta
makes these attires a perfect fit for elite events. His designs
have been amongst the favorites of several celebrities for
several events of note. The designs of these dresses make
them suitable for any formal or semi-formal occasion,
being the perfect blend of the global and Indian cultures
and ideas.
PERSONAL
INTERVIEW
 QUESTION DRAFT
1.What is the priority when a design is being curated? Is it
personal aesthetic or what is usually the liking of a consumer?

2.Is your design aesthetic more towards surrealism , innovation

or an amalgamation of both ?

3.Do you think if a consumer today is more concerned about the

brand name and design or the wearability of a garment?

4.Has online presence made a huge impact on your branding?

How?

5.Do you see the online market as an extension to physical

market as a boon?

6.How can one be innovative and artistic while also keeping in

mind that the product has to sell?

7.Your brand is not only established in fashion but has also

initiated in living and interiors as well so do you see these
categories as an extension to your creativity and ideology?

8. What is the most important ideology or legacy that your brand

carry forwards?

9.What makes your design icon or signature that any of your

products have to have?

10.What concept or aesthetic is very true to your brand as a

whole?
 APPROVED QUESTION BANK

1.What is the priority when a design is being curated? Is it

personal aesthetic or what is usually the liking of a consumer?

2.Is your design aesthetic more towards surrealism ,

innovation or an amalgamation of both ?

3.Do you think if a consumer today is more concerned about

the brand name and design or the wearability of a garment?

4.Has online presence made a huge impact on your branding?

How?

5.Do you see the online market as an extension to physical

market as a boon?

6.Your brand is not only established in fashion but has also

initiated in living and interiors as well so do you see these
categories as an extension to your creativity and ideology?

7.What makes your design icon or signature that any of your

products have to have?
 Answer by Gaurav Guta based on
the zoom interview:

I believe that a designer should always start with personal

aesthetic and developing and feeding on it with creative
design ideas and making it more personal towards yourself.
First few collections and designs is a must on personal
aesthetic and creativity. I as a brand have always created
my own market instead of catering to the pre-existing one.
My most if not all designs are mainly based on the created
market made by my own design need and it is not
customed in the sense of design or aesthetic. I believe in
making cultural dialogue and amalgamating innovation
ideas and materials into one whole garment.
BRAND
PRISM
 DEFINIGN BRAND PRISM :

A six-sided prism, a brand identity prism features six

characteristics, or elements, three on each side. The top
elements of the prism represent the marketer, while the bottom
represents the consumer. The left and right sides of the prism
represent the level of internalization or externalization of the
characteristic. the brand identity prism forces brands to think
cohesively about the various characteristics that make up their
brand identity. Simply going through the process of creating
your own brand identity prism diagram provides useful insights
into how various facets of a brand may be enhancing or
detracting from your core brand values. The brand identity
prism has 6 elements which are as follows :
 1.The Physical: The tangible physical
characteristics of a brand. This brand
element includes things like logos,
colors, shapes, and other brand assets
strongly associated with a brand in
the minds of consumers. Like for
Gaurav Gupta it is his logo and the
colour scheme he uses in designs.

2.Brand Personality: The brand’s

character and personality traits such
as fun-loving, happy and playful,
honest and kind, and so on. This
element is often conveyed in the
brand’s voice, but a brand’s design
assets play an important role as well.
Gaurav Gupta as a brand carries a
very polished and classy traits to it.

3.Culture: A company’s internal

culture is an integral facet of a
brand’s identity, too. Many major
brands have all become almost as
recognized for their workplace
cultures as they are for their products
and services. For Gaurav Gupta it is
amalgamating the modern silhouettes
with Indian techniques and textiles.
4.Customer Reflection: Most brands
have a few different buyer personas,
but there’s usually one that’s a stand-
out for the brand the loyalists. It’s this
target buyer that brands should be
targeting with their messaging.
Gaurav Gupta as a brand targets the
classy ‘high tea’ kind of audiences
that are fascinated by innovations.
5.Relationship: This is a big one,
representing the relationship a brand
has with its audience or its
consumers. A consumer looks for
great customer service, amazing
experiences, and guaranteed quality
backed by a lifetime warranty.
Celebrity support and appreciation is
one major factor playing a role in
Gupta’s brand.
6.Customer Self-Image: The
customer self-image flips the
customer reflection on its head,
instead representing the customer’s
ideal self. Brands should aim for
messaging that cultivates this vision
of the customer’s ideal self to
resonate with their audiences.
Gaurav gupta works on the need of
it’s customers to always be ahead
and futuristic.
 R E C I P E N T
Physique Personality
E X T E R N A L

I N T E R N A L
Reflection Culture

Relationship Self - image

S E N D E R
VISUAL BOARD
EXPLORATIONS
 APPROVED
VISUAL BOARD
 CLIENT
RESEARCH
 VALS MODEL :
VALUES, ATTITUDE & LIFESTYLE

The acronym VALS, (for "Values, Attitudes and Lifestyles") is a

psychographic segmentation. It was developed in 1970s and
inaugurated in 1978 by Mitchell at SRI International. It is a
system for grouping consumers according to psychological and
sociological theories in order to predict their behavior in the
purchase decision process. There are three main categories:
need-directed-consumers who make purchases based solely on
need; outer-directed-consumers who make purchases based on
their perceptions of the way others view them; and inner-
directed-consumers who make purchases out of some inner
need. VALS can aid in defining targets for products and are also
helpful in the development of advertising copy and media
strategies. The categories can be defined as the following:
1.Innovators: these consumers are on the leading edge of
change, have the highest incomes, high self-esteem and abundant
resources that they can indulge in any or all self-orientations.
They are located above the framework. Image is important to
them as expression of taste, independence and character. Their
consumer choices are directed towards the ‘finer things in life’.

2.Thinkers: A well-educated professional is an excellent

example. These are people who have high resources and are
motivated by their knowledge. These are the rational decision
making consumers and are well informed about their
surroundings. They are likely to accept any social change
because of their knowledge level.
3.Believers: The subtle difference between thinkers and
believers is that thinkers make their own decisions while
believers are more social in nature and hence, also believe other
consumers. They are characterized by lower resources and are
less likely to accept innovation on their own. They are the best
class of word of mouth consumer.

4.Achievers: These consumers are the high resource group of

those who are motivated by achievement. They are successful
work oriented people who get their satisfaction from their jobs
and families. They are politically conservative and respect
authority and the status quo. They favour established products
and services that show off their success to their peers.
5.Strivers: These consumers are the low resource group of those
who are motivated by achievements. They have values very
similar to achievers but have fewer economic, social and
psychological resources. Style is extremely important to them as
they strive to emulate people they admire.

6.Experiencers: These consumers are the high resource group of

those who are motivated by self-expression. They are the
youngest of all the segments, with a median age of 25. They have
a lot of energy that is poured to physical exercise and social
activities. They are avid , spend heavy on clothes, fast-foods,
music and other youth favourites with emphasising on new
products and services.
7.Makers: These consumers are the low resource group of those
who are motivated by self-expression. They are practical people
who value self-sufficiency and are focused on the familiar,
family, work and physical recreation and have little interest in the
broader world. As consumers, they appreciate practical and
functional products.

8.Survivors: These consumers have the lowest incomes. They

have too few resources to be included in any consumer self-
orientation, thus are located below in frame. They are the oldest
segment with median age being 61. within their limited means,
they tend to be mo0re brand-loyal consumers.
 VALS MODEL:
GG CLIENT BINGO
Observations :

• The huge percentage of target audience and consumer are

innovators and achievers with astonishing 85% each, since
they both are looking for something extremely new and
innovative. Innovative consumers are always taking in
information , confident enough to experiment, make the
highest number of financial transactions, have international
exposure, future oriented, self-directed consumers, most
receptive to new ideas and technologies and have the widest
variety of interests and activities. While achievers believe
money is the source of authority, committed to family and
job, fully scheduled, goal oriented, hardworking, act as
anchors of the status quo, peer conscious, professional and
value technology that provides a productivity boost. All these
factors combining describe perfectly the majority of clientele
that is catered by Gaurav Gupta as a brand.

• Second major, after innovators and achievers by 57%, is the

thinker, believer and experiencer client base that is a user. The
thinker enjoy a historical perspective, are financially
established, not influenced by what's hot, use technology in
functional ways, prefer traditional intellectual pursuits and
buy proven products. While believers want friendly
communities, want to know where things stand, value
constancy and stability, can appear to be loyal and have strong
me-too fashion attitudes. Experiencer on the other hand, want
everything, go against the current mainstream, are up on the
latest fashions, sensation seeking, see themselves as very
sociable, spontaneous and have a heightened sense of visual
stimulation which is why these three factors together are the
second most catered consumer category for Gaurav Gupta.
• Third comes the strivers as they are the category that are
imitative desire to better their lives but have difficulty in
realizing their desire and believe in wearing their wealth
making them third target category with 42%. Since not all
people in this category can afford the prices of Gaurav Gupta
designs, this becomes third instead of second even though
people of this category strive to wear their wealths and
showing it off while also being fashion forward.

• Second last is the maker category with 28% of consumers as

they are have strong outdoor interests, want to protect what
they perceive to be theirs, see themselves as straightforward
and appear to others as anti-intellectual since they are more
focused on personal gains than social. They are more about
what they want in sense of physicality which is not about
fashion or clothing.

• The least percent of consumers for Gaurav Gupta are the

survivors with a bleak 14%. These are the fewest consumers
as they are cautious and risk averse, thrifty, not concerned
about appearing traditional or trendy, comfortable in same
things and situations, loyal to brands and products and spend
most of their time alone thus making them ‘stay at home’
people more than outgoing ones. Since they go out the least,
they would want to wear something experimental the least
and as mentioned they are very hesitant to try new innovative
things alot which is what Gaurav Gupta as a brand is all
about – INNOVATION & EXPERIMENTS.
 GAURAV GUPTA CLIENT BASE :
SUMMARRY

Gaurav Gupta as a brand is all about innovation,

creativity, using unorthodox and orthodox techniques
together and seamlessly blending it all together in his
intelligent designs. This makes him fascinating and
wanted making him a celebrity favourite. His designs can
be seen being adorned by many famous celebrities and
influential people like Alia Bhatt, Ayushmann Khurrana,
Vicky Kaushal, famous fashion mogul Tan France and
many more. This makes his brand target a wide variety of
innovators and achievers and by using brand prism he
uses each factor very strategically to aim at the top pier of
VALS framework.
Apart from celebrities, clients that consider this brand and
look up to its style are people with regal aesthetics. They find
the renaissance period aesthetic mixed with Indian textiles
and/or techniques in his designs. Thus, this makes him a cult
favourite among consumers who find the amalgamation of
classy designs and silhouette with new materials and
modernity appealing. They are very much into the idea of
vintage-ness with a touch of contemporary and find comfort in
royal colours like blue, grey, red, golds, black and greens, and
have an eye for details. The brand is about details as well
which in turn adds to the plus point for people who find details
very intriguing. To say it in a sentence, this Gaurav Gupta is a
perfect brand for clients looking for something new in regal
and vintage touch.
CLIENT BOARD
EXPLORATIONS
APPROVED CLIENT
BOARD
 BRAND
VACUUM
 GAURAV GUPTA : AS A VAST BRAND

Gaurav Gupta is well renowned and famous for its

women’s wear collections and designs. Recently in 2019,
to mark its 15 years in the fashion industry, the brand
released its latest jewellery and furniture collection and
expanded it’s categories from just apparel to accessories
and living space. The brand is now not limited to its iconic
womenswear and menswear but has a new branch and
extension to it. It’s womenswear is pretty much the only
thing people think of when they hear Gaurav Gupta. It has
always been associated with women more than men due to
its roots being initiated in the same way early in 2006 when
the brand was officially launched. While menswear
collection has been released by the brand later , it has still
not gained as much popularity and clientele by mass as the
fem section. Women think of wearing a Gaurav Gupta
gowns and lehengas on their weddings, same can not be
said for men.
In women wear the designer has experimented a lot with
materials, textiles, techniques and even technology. However,
in men wear his approach is pretty traditional in the sense
that the materials, textiles and techniques are nothing new or
innovative while his designs and silhouettes are. This brings a
huge discrepancy between the two categories of apparel in
his brand. There have been no new innovations or
experiments in men clothing unlike the women one. His
collaboration with IBM used LEDs and unorthodox materials
to create a fantastical gown come to life but he did not
explore the same for any of the men suits or designs. Looking
at his collections and runway shows , both recent and old ,
one can observe how his collections are mainly focused on
women rather than men. One collection that distorted all the
differences and blended the men and women realm was the
animal ball , however, it was a limited edition accessory
collection specially made for the ball in the UK. By exploring
more in menswear, the designer will be extending it’s branch
and opening up another portal for clients and brand success.
BRAND AND ‘WE’ :
A CONCEPT NOTE
 MENSWEAR EXPLORATION :
A CONCEPT NOTE

While the designs and approach is new towards the men

collection, the techniques and textiles used are traditional.
Gaurav Gupta can introduce and explore more with the materials,
textures and techniques he uses for men category much like
women wear. By doing so he will create a new fan base for his
collections, making his brand much more vast. Just like a woman
wait for the designer to release his new collection, a man will be
just as curious and excited to try the refined innovative designs
likewise. Just like he has a women cult following, he will add a
men cult following to his brand name as well. By using the
relationship and customer self image format from brand prism, he
can get celebrities and influential people like Tan France,
Ranveer Singh, Karan Johar and more to promote his
experimental and fantasy like menswear to a broader audience.
For now, the brand’s most revenue and target audience is women,
but if it were to explore more in menswear like women apparel ,
the brand’s target audience will broaden thus increasing the
revenues.
BRAND AND ‘WE’ :
LOGO & NAME
For the brand ‘WE’ concept collection the inspiration is directly
taken from the collaboration titled THE POETRESSE FOR
GAURAV GUPTA SS’19 SHOW; THE UNFOLDING. This
collection mainly focused on women wear and the innovative
silhouette generation for women garment although it did feature
a few menswear designs but it largely targeted the women
collection as a whole. For the hypothised ‘we’ collection the title
of the range is THE POET. The designs and the concept are
directly inspired by the pre-existing collaboration, materials and
designs of THE POETRESSE but they revolve around only
menswear as a whole with innovative and fluid yet structured
silhouettes for men. The logo for collection however, doesn’t
changes as Gaurav Gupta as a brand does not release or
generates a logo for any of their collections.
BRAND AND ‘WE’ :
VISUAL BOARDS
BRAND AND ‘WE’ :
COLOUR BOARD
BRAND AND ‘WE’ :
PROPOSED RANGE
COLLAGES
EXPLORATIONS
BRAND AND ‘WE’ :
PROPOSED RANGE
COLLAGES
APPROVED
BRAND AND ‘WE’ :
LOOK BOARDS
BRAND AND ‘WE’ :
SOCIAL MEDIA
TEASER POSTS
 THE POET – INSTAGRAM TEASER 1

This first Instagram creative teaser captures the whole aesthetic

appeal of the collection and what the brand as a whole stands
for. It has Greek sculpture to symbolise the royalty and regal
touch while the geodes add the edginess and the modernity in it.
The sparkling crystals also symbolise the shining and
embellished culture that Gaurav Gupta carries in his designer
collections. The colour scheme and theme are also carefully
used in the teaser that resonates with the colour range of the
collection.

This is an Instagram post that can be uploaded as a post, story or

as a highlight as well to create a buzz and give a taste of what is
coming soon without giving away much of the surprise elements
of the collection.
 THE POET – INSTAGRAM TEASER 2

This is the second creative social media teaser poster. This

follows the same theme as the first one, with Greek
sculpture face of men as it is a menswear collection with a
feel of regal and a sprinkle of modern edge. It is very
embellished and bejewelled range mainly focusing on the
greys, blacks, whites and a tint of blues in between.

This poster can be posted on a social media platform like

Instagram to get as much engagement as possible and to
create an excitement in all the clients and admirers while
capturing the essence of the whole range but still keeping it
all under the veil of amusement.
REFLECTIVE NOTE
This module of Brand Moods helped me get behind the working
that goes in a brand , their ideology & their journey from a mere
piece of clothing to being something so precious carrying all the
aesthetic, name, heritage & the sentiments of a designer. It also
helped me understand the marketing & the client base that a
brand needs to curate in order to sustain and to be individually
recognized. With constant help and feedback from my tutor, I
was able to formulate, collect , analyse & understand all the
essential data & capture the very essence that the brand stands for
in my boards. I thank my faculty for giving me a chance to study
deeply & grasp a few pointers from the very brand that has
always been an inspiration for me. Gaurav Gupta has always
been a fascinating & an extremely fantastical designer & to be
able to have an interaction with the brand & himself has been a
great ordeal. It was not easy though as there were a few hurdles
that I had to face such as creative block & limitations to do
primary research due to the current situations but I tried my best
to not let them hinder my learnings & the outcomes. Overall,
working on this project has been a dream & a very informative 7
enriching journey that helped me get behind a lot of new terms &
practices of the industry.
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