Fashion Brand and Identity Concept

Document Type

Presentation

Publication Date

2026

Abstract

My art and design senior capstone project focuses on creating a comprehensive brand and identity for my own fashion brand concept. The goal is to establish a strong, unique, and memorable brand identity that resonates with its target audience while reflecting the brand's values. Fashion and clothing are the ways individuals "brand" themselves, shaping how they express personal identity and aesthetics.  This project originated from questions such as: How are aesthetics created through clothing, and how does that relate to branding? Do people find it difficult to find personal style within the current fashion industry? How do people feel connected to their clothing and the brands produce it? In an era dominated by fast fashion brands and rapid trend cycles, cultivating a personal and ethical wardrobe has become increasingly challenging. My fashion brand seeks to move away from fleeting trends, instead drawing inspiration from timeless classics and encouraging individuals to discover their own style. The brand will offer original pieces to people with distinctive styles and stories. Through my Honors Capstone Enhancement, I will expand upon this project by exploring an area of fashion I have always been passionate about, designing clothing. I will design and construct an outfit that embodies the brand's aesthetics and values, reinforcing the concept of original style. To remain sustainable and economical, this process will include design research, sketching, fashion design online tools, sourcing repurposed fabrics, sewing mockups, and  constructing the final garment to be presented at completion of my capstone. Ultimately, this project will allow me to merge branding and fashion design, explore a personal creative interest, and develop a cohesive, professional concept that will support my transition into a career in design.

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