| Abstract [eng] |
This written work describes an artistic research analyzing the application of product personalization in fashion design, and through experiments seeks to find the best creative system to implement it. The study raises the question of how fashion designers and consumers can engage in co-creation while maintaining the brand's stylistic integrity, and how to turn this into a creative system within an existing brand. Three objectives are outlined: 1. Analyze the practices of personalization and customization in selected fashion brands and systematize creative systems. 2. Using the practices selected from analyzed creative systems, experimentally find a creative compromise – a "dialogue" – between the designer and the consumer through co-creation practices. 3. Find a solution for effectively communicating a unique perspective on the phenomenon of fashion personalization through created fashion objects. The study acknowledges the growing demand for personalized fashion products and how the author, in her brand activities, directly encounters this demand. Contemporary fashion brands employing personalization and customization practices in their operations are analyzed, as well as sociological texts discussing the contemporary human need for individualism, authenticity, and the importance of interpersonal relationships. By considering co-creation practices used by analyzed fashion brands, experiments are conducted to approach co-creation while maintaining brand stylistics, utilizing the strategic intuition method and a creative identity map. The author's experience in the discipline of dance served as a starting point for applying the principle of collaboration in creativity. The result was the discovery of an approach to personalization through the human body and its planar forms, derived from personal client photographs, integrated into design. The concept of creative work is presented in the third part. The creative work reveals the ambiguity of personalization as a phenomenon, represented using white color, transparent, and mirror materials. The art installation consists of three objects that help convey the author's unique perspective on the phenomenon of personalization and visually represent the flow of the created creative system. One of the creative objects is a larger interactive handbag, resembling a blank canvas - a white cloth not yet painted on, inviting exhibition participants to engage in collaboration and arrange an ornament based on mirror silhouettes, created from the abstract contours of former clients of the brand "Mudvi," allowing them to arrange the ornament as they wish. This artistic object is constantly changing, created as a tool that evolves along with the changing environment, also combining both the symbol of the brand - a handbag, and the practical aspect of collaboration, revealing the principle that individuals are reflections of each other. The second part of the installation depicts the history of the product's emergence related to a specific client of the brand "Mudvi," with her photographs used to create white figures that inspired the form of the handbag, its patterns, prototype made of white felt, and the final product - a handbag made of white pineapple leather. The third part of the installation features transparent human-sized figures, including the figure of the author. They symbolize that even as the creator seeks unity with the client, they unconsciously personalize themselves in the creations. The study emphasizes the designer's role as a facilitator of collaboration, highlighting neutrality and empathy - empathizing with others, avoiding criticism, and instead identifying with and finding common ground, making the creative process personal and individual. |
