By Jacobo Giquel - Design Management. Intro. It has not been the easiest couple of years for anyone, especially for those who perform in the creative industries. To me personally it has been a rough time, long periods of time isolated and socially deprived away from conventional ways of teaching and learning had led to an eerie feeling of alien-ness towards my career. Luckily, we are slowly moving back towards normality, and everything begins to feel a little bit like before again. Today I want to present Hepburn, my self initiated project. Hepburn. Hepburn is a long-term collaborative project developed by two other members and myself. Hepburn is a second-hand garment store where unique and exclusive pieces can be found. Our products will not be extremely expensive or exclusively designer pieces, but rather unique and peculiar garments in terms of design and context. We are planning to perform by offering an experience within the product through setting the garments and pieces in a certain set and atmosphere that work as a context for the product to unfold and therefore acquire a cultural and historical meaning. This context is planned to be constructed with the use of graphic design and photography among other creative disciplines, all to be developed by us. Each drop is containing several garments and accessories sourced with a stylistic, historic or contextual correlation between them in mind – the 60s, 80s, beat generation or Vietnam era for example – and we, in Hepburn, assemble them together in a thoughtfully curated and displayed capsule embodied through set and styled photoshoots and graphic design content to convey each piece role in the collection. The products are sold in a unique, carefully designed package together with a limited edition print inherent to the drop and its nature. Societal Context. We live in a very confused and uncertain where nothing is determined or strapped under the comfort of security, this can be overwhelming. In addition, Covid has piled up on top making any form of assurance and predictability almost impossible and completely changing the rules of the game in every aspect shifting any form of business or interaction from its conventional humane roots to a digital one. In Hepburn we bear this in mind, and we keep our products and experiences accessible online through social media platforms such as Instagram or Tik-Tok and easily purchased as we are selling the pieces through online platforms such as Vinted and Instagram. All the creativities and imagery work not only as a contextualising element for the collection in an artistic sense, but also as a marketing strategy which seeks to provide the pieces with a meaning which adds a cultural and historic value to these. In synthesis, Hepburn business consists of sourcing, acquiring, and reselling unique garments. This means that our initiative is socially and environmentally responsible by taking part in the upcycling process and the environmentally friendly trend of tending for second-hand pieces rather than freshly new produced ones. I feel like this trait adds a social and cultural value to our proposal. Firstly, as I just mentioned, we are contributing to climate change recession which is extremely in need nowadays given the current situation in which the planet finds itself. Secondly, I want to underline the cultural importance of second-hand clothing. It’s normally wrongly conceived that second-hand garments do always tend to be torn and tattered, old, out of fashion or severely outsized and this is not always the case. When a proper thorough dive into the products offered in this market is done, some serious grails can be spotted, unique pieces in outstanding conditions and for a lower price. As a consequence, garments that bypass fast fashion houses quality and design standards by far can be found at a cheaper price, is this misconception regarding second-hand which keeps this practice still in question, even though it gained a beyond considerable popularity in the last years. Personal Value. In a personal level Hepburn is everything I’ve ever dreamed of. I study design management, my role inside the project is of creative director and even though both disciplines are not by any means the same, there’s still a correlation between them. I’m really excited to enrol in this initiative and further my personal and professional growth as I contribute in such a meaningful and prospective project. In Hepburn I am going to get to design strategies and concepts around fashion, something I’m personally fond of and pursue my skills and knowledge in software usage and other disciplines such as stylism, photography or graphic design. Taking part in Hepburn it has been challenging step up in my life and career. In order to assure the best results, we have prescribed weekly meetings where relevant topics will be discussed. In addition, we are supporting our practice with the software JIRA by Atlassian, a management and organising online tool that allows you to set different goals and to-dos in a time frame with the current process stage figuring. Here I attach some imagery I have already worked on for Hepburn. We are still in the brand definition stage: Hepburn Logo and Typefaces. By me. Hepburn Poster. By me. Hepburn Creativity. By me. Hepburn IG Post I. By me. Hepburn IG Post II. By me. Bibliography.
https://designwanted.com/design/role-of-design-in-the-new-normal-metafora/ https://andwalsh.com/articles/all/creating-self-initiated-projects/ https://issuu.com/hollygleave/docs/holly_gleave_garp__6d217f5279bea2
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