After analyzing the last decade’s collections of Betsey Johnson, I got some findings about this brand as well as the designer.
♥Brand Image
The brand image we concluded after group research is that it mixes the feeling of punk, sweet, sexy and feminine. The royal customers of this brand should own a good body shape since most of dresses have a sexy silhouettes and Betsey Johnson always emphasis on SLIM.
As a warm-and-fuzzy crazy grandma, Betsey Johnson is famous for her unique designs which change with the times while keeping designs pure. She creates unabashedly wild styling range from elegance to whimsical image by using hippie inspired flowing fabrics. The designer always with passion makes entertaining collections, for instance, School of Charm and Pirates-meets-Peter Pan, and shows her prom dress all the times because she likes dancing very much, not only taking many dancing class, but also being interested in their costume.
♥Color Preference
Betsey Johnson said to the reporter that her favorite color is pink once in an interview and the color of the official website of her brand is in pink which is used a lot in her collections with different value and chroma.
For the spring and summer collections, Johnson likes to use high value colors that make the apparels looked lighter in weight. And white is used a lot in the spring and summer collection while black acts as a main color in fall and winter collection. Apart from this, another difference of using colors for different seasons is that the value of colors was much lower in fall and winter collection. Johnson has used more black and white for her collections in recent years, comparing to earlier years. Also the chroma of colors becomes a little lower than before but still above constant but not low.
Pink (such as pantone 223C
and 212C), red, yellow (such as pantone 3935C
), blue (such as pantone 298C
) and mauve (such as pantone 2582C
) have a high using-frequency that almost appears in every collection. 
♥Color scheme preference
Betsey Johnson preferred to use complementary and analogous color scheme with high chroma colors in earlier years, but later on she turned to use monochromatic color scheme to develop her collection which present a more elegant and mature image. In recent years she has used a lot achromatic color scheme and sometimes she applied the triad color scheme on decorative part such as hair accessory and flowers attached to dress.
♥Color proportion preference
Generally, Johnson likes to use another color on the edge of dress developed by monochromatic or achromatic color scheme, for a big bow or belt, which has a proportion of 30% at most. That is, the main color of a cloth is not less that 70% normally. When Johnson applies complementary and triad as well as analogous color scheme, the proportions of each color may be equal by using dot or stripe patterns.
♥Pattern using and decorative part preference
Dot, floral and stripe patterns never absent in Johnson's collections. Bows, flowers, Ruffles and gathers are applied frequently that provides a feminine feeling.
♥In conclude, we can find that even maintaining same brand image, some design components are changed in last ten years. Since Betsey Johnson being a grandma of two granddaughters, the costumes she designed are not as sexy as in her collections of earlier year which are more mature, elegant and refined. The colors used these years have a little lower chroma than before but still are constant chroma to high chroma colors. Black and white are used more than earlier year as well as the achromatic color scheme. The value of color is higher in spring and summer collections and a bit lower in fall and winter. Monochromatic color scheme has been applied as the main color scheme to develop collections in recent years.
♥Individual Project
According to previous findings, I develop the color family for 09/10 fall and winter collection with constant value and comparatively higher chroma colors. As a fall and winter collection, I want it present an elegant and pure feeling of girls and also has a little sexy and punk being mixed.
♥ Process
First I drafted my basic designs and then added more details such as ruffles and some patterns Johnson likes to use. After finishing my basic drawing I started to develop my collection by monochromatic, triad, complementary color scheme according to Johnson’s preference. However, I find that some of the patterns are hard to combine the colors so I changed these patterns. After a lot times trials with color pencils and comparisons, I decided my final collection and use Photoshop to edit them on computer.
没有评论:
发表评论