Designer 22: Krista Kelly

Entry Category: Student Designer, studying at Seattle Central Community College

Designer Name: Krista Kelly

Line: Hoyden

Branding Statement/ Bio Info:

hoyden :

Noun:Aboisterous girl.  Synonyms:tomboy

The hoyden girl is a young professional in an art field living in the city. She makes $80,000 t0 $150,000 a year and is 22-32 years old. She wants stylish, easy clothes with clean lines that are still fun and playful. She wants to look put-together without looking like she tried too hard. She's a bit tomboyish, but still feminine at the same time. She likes color.

The hoyden clothing category is women's ready-to-wear separates, bridge brand. Price range is $300-$1,000. Competitive brands are Akris Punto, Jil Sander Navy and Alexander Wang.

Construction and design details for the Spring/Summer 2013 Collection include color blocking, loose straight-cut shirts/blouses, semi-fitted pants, curved and cutaway hems, collars, and welt pockets.

This line would sell best at Neiman Marcus, Bergdorf Goodman, Bloomingdale's, Saks Fifth Avenue, Barney's New York, and Nordstrom.

Through the process of developing this line I was heavily inspired by the clean lines, minimalism and color blocking of modernist art from the 1930's to the 1960's. I wanted to create clothes that had the ease and simplicity of modernism, while still maintaining the interest and beauty of said art. Other inspirations included menswear silhouettes, using straight cuts collared shirts and shirtdresses, and pants. The line also maintains a certain sense of femininity through it's use of delicate and luxurious silk shirtings, the sheen of the wool silk bottoms, the curve and cut out shapings of hems, sleeves, and waistbands, and the soft and sophisticated color palette. I designed these clothes to feel easy, clean, comfortable, young and stylish. Embodying the modern career woman: elegant, yet still harboring a bit of that tomboyish youth of yesteryear. I wanted these pieces to feel simple and classic, while at the same special and interesting.

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