Unbreakable Smile Spring/Sumer 2020 is a collection inspired by a song written by Tori Kelly, titled, 'Unbreakable Smile'. The song speaks of Tori Kelly's journey where as an artist, she has to hold firm of her musical and personal integrity against recording companies. Through the song, she wishes to inspire her listeners to constantly have hope and be firm in themselves.
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The theme is interpreted with flower prints and colorful bright palettes as a symbol of hope, and hearts to represent Tori's soul. Checkered fabric and chess laser cut details are also used to illustrate the lyric in her song, 'but I'd rather make em' yawn than be a pawn on your chessboard'. The feel of the collection is created to be fun and playful in order to cater to her younger fans.
Elements such as blooming
flowers, chess, and hearts are used to resemble the song meaning.
The chess and checkered illustrates the lyric, 'but I'd rather make em' yawn than be a pawn on your chessboard', while flowers depict the hope Tori wishes to spread, and hearts portray her feelings in the song.
Bright, pastel colors create a vibrant, fun and hopeful feel to the collection.
The collection incorporates
digital printed heart and flower prints on satin and cotton. A dynamic combination of fabrics used, such as mock-croc leather, tweed, and organza adds texture to the collection.
Trends are taken from the WGSN trend prediction reports on, 'Young Women's Key Item SS20',
'Women's Prints and Graphics Forecast SS20', and
'WGSN Trend Curve 2020'.
The brand image and muse is Tori Kelly herself.
The target audience of this collection are addressed as 'The Pop-Culture Kids', and falls under the Generation Z category. Ranging from the age of 14 to 25, they are the ones with much interest in music, art, dance, and photography. They are innovative, exuberant, gregarious and possess a fun and playful sense of style.
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MAIN COMPETITOR
Marc Jacobs caters to women from the age of 18 to 35. The brand has a similar aesthetic to the collection, even though it retails at a higher price range of SGD 135 to SGD 1,550.
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SECONDARY COMPETITOR
A London based fashion label, Lazy Oaf targets on women from age 18 to 30 and retails at SGD 21 to SGD 312. Although both brands cater to a slightly older age range, the style and aesthetic of its products are similar to this collection.