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: Fall 2022
Competitors: Etro, Céline, Saint Laurent
Customer Profile
Demographic: Electric Lady's quintessential customer is a woman aged 20+ with disposable income and who works in a creative field.
Interests: She is invested in pop culture, design, and art, and favors a retro or vintage-inspired look with contemporary construction and tailoring.
Lifestyle: She's a city girl through and through, but loves to travel the world and be in nature from time to time.
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 collection, my customer would explore a 70s-inspired, bohemian style with some witchy elements. She will wear velvet, jewel tones long hemlines, and lots of lace.
Theme & Trends
The overarching theme of Spellbound is modern-day witch. I knew I wanted to try my hand at a Fall collection for the first time, as I was very inspired by the “season of the witch” this year. I felt inclined to use darker colors, lush fabrics, and create highly detailed garments, all elements which differ from my past collections.
Most of my inspiration came from 1970s fashion, as that has always been my favorite decade. I drew from the bohemian, Edwardian, and glamour aesthetics of that time period. I didn't want this modern witch's style to be gothic or colonial, but rather mystical and elegant.
Collection Trends
Velvet / Lace / Fringe / Large Sleeves / Midi Skirts
Concept Sketches
Fabrics & Color Story
Colors:
Peacock / Steel Blue
Espresso / Burgundy / Mauve
Chiffon / Obsidian
Blood Red / Brass / Walnut
Eggplant / Sage
The main fabric for this collection is Stretch Velvet, which comes in 9 colorways. All other fabrics are limited to 1 or 2 colorways, to draw attention to the velvet.
Denim - 60% cotton, 40% Lyocell
100% silk Chiffon
Modal Blend Knit - 49% Modal, 45% recycled polyester, 6% spandex
Recycled Suede - 100% leather
Cotton Voile - 100% cotton
Stretch Velvet - 90% recycled polyester, 10% spandex
Wool Blend Twill - 50% recycled polyester, 50% wool
Sequin Stretch Fabric - 50% recycled polyester, 50% nylon
Fabric Colorways
Stretch Velvet: Obsidian, Peacock, Eggplant, Mauve, Sage, Blood Red, Steel Blue, Brass, Burgundy
Denim: Medium blue wash, dark blue wash
Silk Chiffon: Obsidian, Chiffon
Modal Jersey Knit: Obsidian
Suede: Walnut, Obsidian
Cotton Voile: Chiffon, Obsidian
Wool Blend Twill: Obsidian, Espresso
Sequin Stretch Fabric: Silver
Trims
Velvet shank buttons, Chainette fringe trim, Lace, Pearl shank buttons, Silk tassels
Technical Flats
LOOK 1
LOOK 2
LOOK 3
LOOK 4
LOOK 5
LOOK 6
LOOK 7
LOOK 8
LOOK 9
LOOK 10
LOOK 11
LOOK 12
LOOK 13
LOOK 14
Accessories
Studded Belt
Antique Choker
Wide Brim Floppy Hat
Shawl
DIGITAL ITEM MAP
Illustrations
