Alicia M Padron - She's a Rainbow

Journal

Brand Identity

Electric Lady is a brand where vintage styles meet contemporary trends. Our mission is to revive fashions of the past for the women of today, using high-quality fabrics and masterful construction.

Our designs use a wide-ranging color palette, always incorporating vibrant hues. We do not shy away from combining different fabrics and textures, from velvets and metallics to knits and satins. Prints are also central to the brand. That being said, we make garments for various occasions. Our silhouettes are befitting for a cosmopolitan gal who works in the AM and goes out in the PM.

Our garments are ethically made and we incorporate sustainability in our manufacturing process (eg. incorporating deadstock/recycled fabrics, minimizing water use, and auditing factories).

Brand Inspirations: 60s, 70s, and 80s, retro modernism, city life, pop culture, travel, interior design.

Merchandising Plan

Market: Women's contemporary

Season: Spring/Summer 2022

Competitors: Paco Rabanne, André Courrèges

Customer Profile

Demographic: Electric Lady's quintessential customer is a woman aged 20+ who has disposable income and works in a creative field.

Interests: She is invested in pop culture, design, and art, and favors a retro or vintage-inspired look with a contemporary twist.

Lifestyle: She's a city girl through and through but loves to travel the world.

Style: My customer's most important quality is that she's always exploring new styles, aesthetics, cultures, etc; She doesn't want to be defined. For this specific collection, my customer would be exploring 60s mod fashion which includes fun/unconventional silhouettes and fabrics, and bright colors.

Theme & Trends

The theme for this 7-look collection is mid-century modern and organic architecture. The 1960s are a great source of inspiration for me, and the architecture and interior design styles, in particular, have always been compelling. I like the use of curvilinear and sometimes unconventional shapes, as well as the retrofuturism that some of these structures evoke.