Mast Industries Italy

Clients of Mast Industries: Victoria’s Secret, Henry Bendel, Abercrombie & Fitch

Some work examples:

Inspiration, Ideas, Suggestions^{_{- 61 pages}}

"Whilst walking trough Milan I sensed its intense urban spirit, its unique atmosphere and its people. Inspiration is in front of our eyes every day; we just have to open them to forget about our routine-driven life: work, supermarket and metro station. Milan talks! As we know, the trends come from the street, and we often find these trends in the collections of big names. Milan’s Architecture is the backdrop for this exciting tension between history and the modern, fast, contemporary catwalk of life."

Customer Behaviour ^{_{- 25 pages}}

After an analysis of the current trends and new brands it is important to understand what the costumer is looking for, to establish which qualities a product must satisfy and to ascertain how the different brands are positioned within the market. For these reasons, we have carried out a market-research focused on the actual customer needs. It is based on the results of a research exercise carried out with over thirty women living in Milan: a mix between students, freelancers and employees.

Accessoires^{_{- 62 pages}}

When we see clothes form the 18th Century and the beginning of the 19th Century, we realize that accessories played a different role than they do today. Accessories had a practical purpose and reflected the social status of the person. The design matched the clothes scrupulously: same colours, same textiles, same style, same statement. Specially trough the use of luxurious jewellery, people transformed into a piece of artwork themselves.

Today however, we create contradictions and enjoy contrast. People are now identifiable by extremely subtle differences and can reveal even one’s personal philosophy expressed through lifestyle and taste. Our choice of accessories is an important factor in this game. We dress simple and casual: denim trousers and a top with a particular accessory used to highlight one’s personal statement, style or individual touch. We are all breaking the old rules, mixing and matching…

A fantastic brief extract from the book ‘Style Suring’ form the editor and philosopher Ted Polhemus:

“A young woman with a shaved head, a nose piercing, black mascara and false eyelashes, a worn denim jacket, a Mode style “target” t-shirt, tight, black leggings, a Prada rucksack- one discerns signifying references to (almost other things): in –your –face, Tank Girl feminism, Indian ethnicity, Swinging London, 60’s futurism sexual liberation, 7’0s glam, Punks, Moods, Hippies and students, as well as high-fashion elitism signalling wealth.
People in our days have a very rich façade and they don’t even do it consciously. Is it because we are deliberately sending out confusion? Is it a reflection of the insecurity we are faced with or merely a desire to remain uncategorized? Is it because we don’t want to become a stereotype? Alternatively, we may just be unwillingly doing it. Because everything is possible today in an age where we are able to access information from all the world.”

Perhaps trends for next season will all be about strong contrasts: from chunky heel pumps to flat folksy sandals, from soft nude shades to searing bold colours, from minimalist shapes to baroque embellishments. And sexyness is still present and will continue for some time yet….

Body Cult^{_{- 52 pages}}

Ever since human beings became aware of themselves, men and women have been decorating their skin in varied ways and for different purposes. The body has become the means of expression of people’s aesthetic values and a way of presenting one’s self within a particular cultural context. Professor Ernst Fuchs mentions that the magic and artistic exposure to sculptural instruments is the beginning of religion, magic, art and liturgy. This art of self-presentation is being partially lost in our world through the western materialistic understanding of the body. It is not about magic anymore, the mirror of deity… which goes beyond terrestrial life. What has remained is the sense of beauty, elegance and aesthetics. Since the 1920’s this has become an enormous business.

Today, we are overloaded with beauty products, and every (vital!) product takes care of just one little part of our body. It is very difficult to choose the right product because the industry is investing so much energy and money in potent advertising.

I begin my presentation with a chapter which shows how beauty brands are trying to convince the costumer that they can be much more beautiful. Then, I make a few examples about two contrasting industries: the trend for natural beauty products and the ground-breaking cosmetic technologies. After that, we plunge into the world of fragrance. Finally, the research invites us to the world of relaxation, spas and health resorts.

Beachwear ^{_{- 36 pages of new trends and brands}}

Lingerie^_- _{^{34 pages of new trends and brands}}

Milan Fashion Week S/S 06 ^_-^{_{26 pages}}

This project is an overview of Milan's fashion week, where the designers presented their new collections for spring / summer ‘06. The report is focused on underwear and beachwear. In almost every collection I could spot items inspired by underwear. I detected many references to old-style nightdresses as well as lovely décolleté, for which the bra was a fundamental element. Sex-bomb bling and bustiers are no longer to be worn, partly because Milan is rejecting the waist! These have been replaced by romantic and feminine styles, empiric lines and lots of laces, meshes, frills, beige, white and delicate detailing. Also, a lot of black and white especially for bathing suits!

Sexy Sport & Teenagers^_-^{_{67 pages}}

Get sporty - Sport, fitness, dance and wellness are booming. It’s not a matter of age; every one runs to the gym. It has become an everyday habit for fashionable people between the age of 9 and 50. On timetables in sport and dance centres we can see offers for children, teenagers, and also seniors! If you are an artist you do yoga, if you would like to feel sexy you take a salsa class… Sport is no longer just to feel good and be in shape; it belongs to the “bon ton” of the modern urban people.

As a matter of fact, these people (hungry for passion, style and movement) need the right outfit! These sporty clothes must be designed so that they can be used also on the way to the dance centre, to go shopping around the corner, or to chill at home and receive guests. Therefore, the old fashioned track-suit in neon green with red and steel blue lines is no longer the right choice. Despite wearing sporty clothes, all details (colours, silhouettes, material etc.) should be carefully chosen to be trendy and feel good. Hence, sportswear designs are much more sober than they used to be. Sportswear companies are using more elegant forms and patterns combined with sexy details. A new street mix is born: observe the eclectic way in which young women blend sporty and chic, naturals and synthetics, and different cultures all in one outfit! It is no coincidence that designers are lacing up their trainers and racing in order to adapt active sportswear concepts into their collections. There is a need for stylish and sexy sportswear!

In this research I focused mostly on dance styles. I believe the world of dance is a fascinating event from which we can gain inspiration, and which also matches the desires of a modern lifestyle and responds to the beat of life. However… don’t forget dance clothes need a soul!

Teenagers’ purchasing habits: When we talk about dance we cannot avoid talking about teenagers. The last section of the research is dedicated to teenagers who actually set up a lot of new sport, dance and music trends. The study contains an analysis of a survey and also a few indications on teenagers’ new communication skills. Teenagers have become a very important consumer group, with enormous growth potential. Long before children can read or write, they are learning the ABC’s of consumption. Popular culture and role-models suggest that buying and having things is the way to happiness, and children can no longer live without the latest breakfast cereal or toy. Stuff is good, more is better, too much is just about enough!

-----------------------------------------------------------------------------------------------------------------------

Inspiration, Ideas, Suggestions^{_{- 61 pages}}