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IJSTR >> Volume 9 - Issue 1, January 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Storytelling In Clothing Design: A Study Of Fashion Brand “SEAM” In Indonesia

[Full Text]



Yeonha Kim, Anastasia Hartanto



Storytelling, designing clothing, collection, non-verbal, message, framework



Storytelling is an ancient human art. It delivers an idea or message effectively by establishing an emotional connection with audiences. Good narratives draw emotions and we have known how the power of stories shapes our lives with certain values. This study presents the main aspects involved in designing clothing specially created to convey a message to cause the change in society. When fashion designers create their collections, they become a storyteller to be able to create a collection with a message to evoke emotions. The objective of this research is to give recommendations or guidelines to fashion design students and young fashion designers in creating a collection to help how to get inspired, how to describe the non-verbal messages and how to communicate specific values. This research is done by observation the process of women’s ready to wear collection of the Indonesian brand “SEAM”. Building a strong message is an important part of the process in designing any collection of clothing. A message will give the framework and lead to lots of innovative thoughts and ideas.



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