For a collaborative and professional experience, a group of 13 talented students were selected from our school (SCAD) to create the new line for Dressage, an aspiring luxury handbag company. Our team was divided into three categories: Classic, Fashion and Sport (where I was). The company chose 5 sport bags. Four out of these five, were my designs. After the designs were selected, I worked on organizing the final presentation.
During the first five weeks of the class, we did research to understand the brand. We looked at competitors and other designers that could inspire us for the line. After interviewing a couple of shoppers and salespeople, we defined two personas which helped us focus our target market. Finally, each group presented 45 bags at midterm. Above are the Sport bags. Dressage CEO chose the following 5 sport bags.
After the selection process, we had to send the techpacks to Italy, where the factory working for Dressage is based. However, before sending them we had to make sure all the dimensions were not only given but also right, so we made life size paper templates. Following is an example of a tech pack we sent.
