Desenvolvimento de coleção para a marca Ursulina

Abstract

The present work introduces the brand Ursulina and development of its first collection. All stages of creation process, from researches till the final product, are described. The brand combines rock, gothic, grunge, 90's and 70's styles, also mixing references from other underground culture movements. In Daughter of the Moon collection, the ancestral roots of woman are rescued in the middle of modern life, using regional vocations like manual embroidery and handmade lace. The main goal of the project is to connect fashion and sustainability, bringing strategies such as reuse of materials in production process, decelerated creation and in small scale. Emphasizes the conscious consumption and life cycle of clothing by combining their authorial articles with vintage pieces. Through target audience research, it was identified an absence of brands with alternative style that guide social, economic and environmental sustainability. Therefore, Ursulina intends to reach this public and consolidate itself in fashion market of Fortaleza. In this portfolio are presented the creative and executive paths for its creation, which counted on field and bibliographical research, as well as methods of observation. As a result, was obtained a fashion collection that is consistent with the concept and public of Ursulina, attending demands that have been identified in market in which it is inserted.