Design project on Indian surrealism

1. DESIGN PROJECT ON
SURREALISM
AISWARYA V MOHAN(B-Tech)

2. PROJECT TITLE :
DESIGN AND DEVELOPMENT OF CASUAL
WEAR GARMENTS FOR BOTH MEN AND
WOMEN ON THE BASIS OF INDIAN
SURREALISM.
AGE GROUP: 20-25
SEASON : SPRING SUMMER COLLECTIONS

3. SURREALISM
• Surrealism – a psychological concept regards
with subconscious – state of dream.
• It is a literary and artistic movement founded
by Andre Breton – surrealistic manifesto in
Paris

4. ABSTRACT
• Indians tends to believe in tradition and reality rather
than fantasy. 'Indian Surrealism' made an effort to track
the trajectory of surrealism in the contemporary Indian
art. Indian iconography presents a unique panorama of
surrealistic images, and stated how our epics, legends,
rituals and the wide variety of folk arts which thrive as
a living tradition, showcase the range of imagination of
the Indian mind. To induce another version in Indian
surrealism .Apart from existing surrealism, on the basis
of Indian traditional believes and epics, create more
plastic ideas in an Indian way. A spring summer
collection for both men and women in the age group
of 15-25 is being done here.

5. 1.Thierry Mugler,1997

6. 1.Thierry Mugler,1997
• Masterful tailoring exaggerated female form
to Salvador Dali-like proportions .
• Morphing humans into other things like
motorcycle handle bars.
• For his spring 1997 haute couture
presentation, all his trademarks coalesced into
a show about one of surrealism’s beloved
symbols- insects with the most arresting look.

7. 2.Alexander McQueen, 1997

8. Alexander McQueen, 1997
• He dressed women in feathers and shells, topped
their heads with birds, butterflies, and topiaries
and transformed them into chess pieces and
denizens of Plato's mythical Atlantis.
• But it was one of Alexander McQueen's earliest
collections that was most directly rooted in
surrealism.
• His spring 1997 show, "La Poupée," was
dedicated to surrealism.

9. 3.Hussein Chalayan, 2000

10. Hussein Chalayan, 2000
• Hussein Chalayan in his fall 2000 collection
presented a model who stepped into the
middle of a coffee table, lifted its center, and
formed a skirt from its tiers of wood.
• The designer has also shown bodysuits
encased in bubbles; dresses molded to appear
as if they are melting away from body.

11. 4.Yves Saint Laurent, 2003

12. 4.Yves Saint Laurent, 2003
• He slashed fabrics suggestively to mimic a
woman's anatomy and pairing the look with
high heels kissed by a pair of Dali-inspired
Mae West lips.

13. 5.Jean Paul Gaultier, 2006

14. 5.Jean Paul Gaultier, 2006
• In Jean Paul Gaultier's version of Schiaparelli's
skeleton dress for his fall 2006 collection, he
titled "Les Surréalistes.“
• A hat that appeared to be made from the
model's own hair.

15. 6.Marc Jacobs, 2008

16. 6.Marc Jacobs, 2008
• Marc Jacobs in the spring 2008 "backwards"
collection, in which the show was presented in
reverse, models wore hats featuring eyes,
multiple handbags were dissected and patched
together, and heels were placed on the wrong
end of shoes, among other surrealistic pranks.
• He said "It's a screwy, mixed-up world we live in,
it's all very confusing, and I certainly don't
understand it. But I find it beautiful nonetheless."

17. 7.Maison Martin Margiela, 2009

18. 7.Maison Martin Margiela, 2009
• He bring conceptual looks, like wig coat from
the spring 2009 collection.
• It evoked Magritte's drawing of a woman with
flowing hair whose face was removed and
replaced by an exposed torso.

19. 8.Dolce & Gabbana, 2009

20. 8.Dolce & Gabbana, 2009
• For their "Heart Elsa Schiaparelli" collection,
Domenico Dolce and Stefano Gabbana took
surrealism on a whirlwind tour through Pop
Art and Hollywood.
• Dresses like one which married the black-and-
white photography of Man Ray, Schiaparelli's
shocking pink, Andy Warhol's portraiture, and
big-screen sex symbol Marilyn Monroe.

21. 9.Comme des Garçons, 2009

22. 9.Comme des Garçons, 2009
• At Rei Kawakubo's fall 2009 Comme des Garçons show,
opaque surfaces were made to seem transparent, with
voluminous coats that bore the outlines of garments
that could be worn below or brogues that had the
sketch of the foot within.
• Meanwhile, a nude tulle that seemed as if it should
reveal the woman's figure beneath was rendered
opaque, and the model's face was obscured save for a
pair of lips that floated off to the side.
• The surrealists often employed these effects, referred
to as trompe l'oeil, which means "to deceive the eye.“

23. 10.Viktor & Rolf, 2010

24. 10.Viktor & Rolf, 2010
• Viktor Horsting and Rolf Snoeren carve away
attulle evening gowns to reveal a backdrop
that would otherwise be obscured.
• In doing so, they may have been looking
toward another collaborative duo, Dalí and
Schiaparelli, who worked together on the tear
dress, a silk silhouette printed so as to appear
like it has been repeatedly ripped, revealing
the lining below.

25. 11.Miu Miu, 2010

26. 11.Miu Miu, 2010
• In Miu Miu's spring 2010 collection, she
seemed to combine Magritte's Golconda with
Henri Matisse's dancers, and threw in some
kitties and doggies for good fun.
• She said of her inspiration, "I was questioning
innocence, questioning youth. What do they
mean today in a world that's the opposite?"

27. 12.Mary Kant-rantzou, 2011

28. 12.Mary Kant-rantzou, 2011
• The surrealists were inspired by their dream
world, and Mary Kantrantzou was inspired by
hers.
• For her first standalone runway show, she co-
opted photographs of luxe interiors from old
issues of Architectural Digest and World of
Interiors and printed them onto silhouettes,
including one that resembled a lampshade.
• In turn, her dresses became part of our dream
world.

29. 13.Jean-Charles de Castelbajac, 2011

30. 13.Jean-Charles de Castelbajac, 2011
• For Jean-Charles de Castelbajac's fall 2011 collection,
the designer was inspired by the surrealist
photographer's Glass Tears and The Violin of Ingres,
among other works, creating a range of black-and-
white pieces, like this gender-bending printed one-
shouldered dress.
• "The surrealists showed a mysterious side to women at
the same time that fashion magazines were showing a
glamorous side of women," Castelbajac explained. "I
found this quite interesting, so that is why I called the
collection 'Woman/Ray.'"

31. 14.Moschino Cheap & Chic, 2012

32. 14.Moschino Cheap & Chic, 2012
• It is one of the most iconic mustaches of all
time, and on a 1954 episode of the television
show The Name's the Same, Dalí said it was no
joke.
• At Moschino Cheap & Chic, the mustache
received an altogether different treatment,
made up in sequins.

33. 15.Diane von Furstenberg, 2012

34. 15.Diane von Furstenberg, 2012
• The humor came courtesy of surrealism, with
lips and clocks accenting handbags, beaded
eyes embellishing dresses, and trompe l'oeil
hands placed in such a way that it just had to
wonder what kind of meeting the designer
had in mind!

35. 16.Céline, 2013

36. 16.Céline, 2013
• In 1936, artist Méret Oppenheim met up in a café with
none other than Pablo Picasso himself. On
Oppenheim's wrist was a bracelet she had made of
polished metal and fur. Picasso supposedly remarked
that one could cover anything in fur, to which
Oppenheim replied, "Even this cup and saucer!" This
offhand comment led her to create one of the most
famous teacups in the world and in turn inspired
Phoebe Philo, as well.
• For her spring 2013 Céline collection, she lined pumps
in fur that gave new meaning to the idea of treading
lightly.

37. 17.Lanvin, 2013

38. 17.Lanvin, 2013
• On the last look of Lanvin's fall 2012
collection, designer Alber Elbaz festooned a
peplum top with a quartet of jewels that
made it clear he had been bitten by the
surrealist bug.
• A year later, that inspiration
metamorphosized, multiplied, and creeped
and crawled its way through the show.

39. 18.Stella McCartney, 2013

40. 18.Stella McCartney, 2013
• In Stella McCartney's recent campaign, model Chiharu
Okunugi stands submerged in a sun-splashed pool,
wearing, well, a winter coat.
• There is a bit of surrealism, which may even be a bit
strange.But McCartney has been no stranger to the
strangeness of surrealism lately.
• On her fall 2013 runway, she sent out a range of looks
inspired by Schiaparelli's tear dress; instead of giving
the impression of revealing the lining of the dress
beneath,
• She scattered lips, hearts, matchsticks, and jewels
across a skirt and dress.

41. 19.Kenzo, 2013

42. 19.Kenzo, 2013
• Designers Humberto Leon and Carol Lim have
a knack for showcasing the next cult-status
symbols, so it was no surprise all eyes were on
their 2013 fall Kenzo collection—literally and
figuratively.

43. 20.Dior, 2013

44. 20.Dior, 2013
• In Raf Simons' fall 2013 collection for Dior, the
eye's teardrops are made out of keyholes,
outlined in glitter.

45. CONSUMER BUYING BEHAVIOUR
• Factors like the design, aesthetic appearance,
price and wearability of the garment will make
choices and decision in the minds of the
consumer.

46. Interpretation
• Most of the consumers want their garment to
be fashion/stylish and with modest price. But
on an average 27 percent of female prefer to
have a better wearability characteristic to the
garment.

48. Trend
• Teen and youth around the world have a common
approach, behavior, interest and opinion when they
buy apparels among the age group of 15 – 25

49. Interpretation
• Respondents in the age group (15 – 20) are
influenced by friends on an average of 33 percent
and 32 percent follow the trend.
• It is also inferred that respondents in the age
group (20 – 25) are attracted towards trends with
60 percent and secondly they change their style
from word of mouth information from friends (19
percent).
• Some of the respondents of both the age group
are looking into people of same age to keep them
update.

51. Gap Identification
• Purchase intention of consumer is influenced
by attitude variables, don’t say about the
influence of age, gender, education,
occupation etc.
(Consumer Buying Behaviour towards Fashion
Apparels- A Case of Delhi- Deepali Saluja, IOSR
Journal of Business and Management (IOSR-
JBM) e-ISSN: 2278-487X, p-ISSN: 2319–7668
Special Issue - AETM'16 )

52. Gap Identification
• Indian consumers think about sustainable
products which leads to the usage of lots of
natural resources. But at some point it will extinct
thus affect traditional methods and must be
resorted. How to resort it is not suggested. Also
production will be less.
(CONSUMER BEHAVIOR AND PREFERENCES OF
INDIAN CONSUMERS TOWARDS APPAREL
PURCHASE IN RETAIL MARKETS OF INDIA -Amit
Chakrapani-Innovative Journal of Business and
Management 4: 4 July – August (2015) 94 -100)

53. Gap Identification
• Says consumers at the age group of 15-25 buy
fashion products on the basis of designs,
aesthetics, price, trends etc. but the real fact
is , their consumption depends on friends,
families, celebrities etc.
(An investigation on consumer behavior and
preferences towards apparel, purchase by
Indian consumers age 15 – 25- Karthikeyan
Sundarraj-6 August 2013)

54. Gap Identification
• States the advantages of consumer buying behavior
towards online purchases like ease of purchase, wide
cost range, discounts etc. But the problem in lack of fit
trials, variations in color, look of product on delivery
etc are kept untouched.
(A STUDY ON THE GROWING POPULARITY AND
PURCHASE OF FASHION PRODUCT FROM ONLINE
STORES IN INDIA -Afrose Fathima Farid-IJRET:
International Journal of Research in Engineering and
Technology eISSN: 2319-1163 | pISSN: 2321-730-
Volume: 04 Issue: 08 | August-2015)

55. Gap Identification
• Mainly concentrate on cotton fiber and the
influence of parents and advertisements. But the
major side is the influence of quality parameters,
brand, safety measures etc.
(CONSUMER BUYING BEHAVIOUR FOR CHILDREN
APPAREL: A CRITICAL REVIEW-Dr. Mehal Pandya-
International Journal of Management (IJM)
Volume 7, Issue 5, July–Aug 2016, pp.188–199,
Article ID: IJM_07_05_018 )

56. Gap Identification
• The paper focus on status seeking consumers
only, not on consumers who purchase for
uniqueness and the comparison is not made.
(A Study on Consumer Behaviour towards
Branded Garments-Syed Ahamed.S, Dr.A. Ravi-
International Journal of Business and
Management Invention ISSN (Online): 2319 –
8028, ISSN (Print): 2319 – 801X www.ijbmi.org ||
Volume 5 Issue 5 || May. 2016 || PP—45-49 )

57. Gap Identification
• The paper says that, middle aged women prefer
stitch garment according to comfort. But what is
the problem with ready to wear garments is not
mentioned.
(A COMPREHENSIVE STUDY ON FEMALE BUYING
BEHAVIOUR FOR APPAREL -SEGMENT IN
COIMBATORE -NIRBHAN SINGH1 & R. SARVANAN-
International Journal of Textile and Fashion
Technology (IJTFT) ISSN 2250-2378 Vol. 3, Issue
1, Mar 2013, 67-82)

58. Gap Identification
• The study was based on income and price of
fashion garments. Other factors were not
considered for study.
(A STUDY OF CUSTOMER PERCEPTION OF YOUTH
TOWARDS BRANDED FASHION APPARELS IN
JALANDHAR CITY -Syed Tabrez Hassan-Bilal H
Hurrah-Amit Lanja-ELK ASIA PACIFIC JOURNAL OF
MARKETING AND RETAIL MANAGEMENT-ISSN
0976-7193 (Print) ISSN 2349-2317 (Online)
Volume 5 Issue 2, April (2014))

59. SURREAL BUT NICE
• Korean brand Surreal But Nice was inspired by
Peru for its S/S 15 collection.
• Mixing sportswear with girly silhouettes, tailored
pieces have playful placement prints of cutout
shapes in metallic and bold colors.
• Full skirts and culottes shapes are worn with
leather vests and gathered detail tops.
• Smooth leathers, cottons and jerseys, coated
panels and tactile prints add to the minimalist
range.

61. SUMMER UTILITY OF SURREALISTIC
GARMENTS
• Utility is a strong theme for S/S, applied to
lightweight casuals or more refined, tailored
looks.
• Boxy, oversized shapes feature utility details
such as patching, pockets, snaps and
drawstrings.
• Utility is a key theme for Pre-Summer

63. SPRING SUMMER SURREALISTIC
WHITE
• White is a standout color from the shows.
• It's seen across casual and formal styles in
cottons, leathers and tailored fabrics.
• Fresh tones of white are placed alongside
neutral pastels.
• Also used for print bases, white lifts this
season's collections for a S/S feel

64. Why this topic?
• Indians tend to believe in tradition and reality
rather than fantasy.
• 'Indian Surrealism' made an effort to track the
trajectory of surrealism in the contemporary
Indian art.
• Indian iconography presents a unique panorama
of surrealistic images, and stated how our epics,
legends, rituals and the wide variety of folk arts
which thrive as a living tradition, showcase the
range of imagination of the Indian mind.

65. Objectives of my project
• To induce another version in Indian surrealism
• Apart from existing surrealism, on the basis of
Indian traditional believes and epics ,create
more plastic ideas in an Indian way.

66. HOW TO EXECUTE?
• Different surrealistic art techniques will be put
together and the ones in canvas will be
brought to garment either in the form of
fabric or in the form of accessories.

67. INSPIRATION BOARD

70. KEY DIAGRAM

71. MOODBOARD

73. ILLUSTRATIONS

84. LIST OF PAPERS(REFERENCE)
• Consumer Buying Behaviour towards Fashion Apparels- A Case of Delhi-
Deepali Saluja, IOSR Journal of Business and Management (IOSR-JBM) e-
ISSN: 2278-487X, p-ISSN: 2319–7668 Special Issue - AETM'16
• CONSUMER BEHAVIOR AND PREFERENCES OF INDIAN CONSUMERS
TOWARDS APPAREL PURCHASE IN RETAIL MARKETS OF INDIA -Amit
Chakrapani-Innovative Journal of Business and Management 4: 4 July –
August (2015) 94 -100
• An investigation on consumer behavior and preferences towards apparel,
purchase by Indian consumers age 15 – 25- Karthikeyan Sundarraj-6
August 2013
• A STUDY ON THE GROWING POPULARITY AND PURCHASE OF FASHION
PRODUCT FROM ONLINE STORES IN INDIA -Afrose Fathima Farid-IJRET:
International Journal of Research in Engineering and Technology
eISSN: 2319-1163 | pISSN: 2321-730-Volume: 04 Issue: 08 | August-2015

85. LIST OF PAPERS
• CONSUMER BUYING BEHAVIOUR FOR CHILDREN APPAREL: A CRITICAL
REVIEW-Dr. Mehal Pandya-International Journal of Management (IJM)
Volume 7, Issue 5, July–Aug 2016, pp.188–199, Article ID: IJM_07_05_018
• A COMPREHENSIVE STUDY ON FEMALE BUYING BEHAVIOUR FOR APPAREL
-SEGMENT IN COIMBATORE -NIRBHAN SINGH1 & R. SARVANAN-
International Journal of Textile and Fashion Technology (IJTFT) ISSN
2250-2378 Vol. 3, Issue 1, Mar 2013, 67-82
• A STUDY OF CUSTOMER PERCEPTION OF YOUTH TOWARDS BRANDED
FASHION APPARELS IN JALANDHAR CITY -Syed Tabrez Hassan-Bilal H
Hurrah-Amit Lanja-ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL
MANAGEMENT-ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 5
Issue 2, April (2014)
• A Study on Consumer Behaviour towards Branded Garments-Syed
Ahamed.S, Dr.A. Ravi-International Journal of Business and Management
Invention ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org || Volume 5 Issue 5 || May. 2016 || PP—45-49

86. LIST OF PAPERS
• Trend Alert: 20 Out-of-This-World Fashion
Moments Inspired by Surrealism
The most memorable shows influenced by
the movement complete with insects, lips,
and eyeballs, Elle By Jennifer Hirshlag Aug
19,2013