Capsule Collection of 5 Ensembles for the brand Ed Hardy which follows a strict Retail Design Process. The first step was to understand the brand, its language, philosophy, vision and mission. After understanding the brand, we identified the cornerstones within which the brand design process functions. It is very important to understand the brand competitors, Affliction and Harley Davidson are aspirational brands which have a higher price point, but a similar design cornerstone as Ed Hardy.

 

Trend Study along with Forecast study, give us a new direction for silhouettes, prints, fabrics, embellishments and design details.  Keeping all the mentioned factors in line, we identified an idea board consisting of print ideas, Ed Hardy as a brand experiments a lot with prints.

 

We identified the theme of for print design as a story of the dragon and rose: ' The Dragon's Tale '. The prints were developed based on the same story along with medium exploration and most importantly print placement. The collection is a blend of streetwear fashion along with a slight inclination towards athleisure.