Proposta de marca de moda casual feminina: o bordado manual com pedrarias como estratégia autoral de diferenciação

Abstract

This project aimed to develop a proposal for a women's fashion brand focused on the production of hand-embroidered pieces with gemstones, creating an original artisanal identity for the construction of an exclusive collection to be produced at the brand's launch. The research was based on the hypothesis that, in an increasingly competitive and demanding fashion landscape, the incorporation of artisanal techniques in surface design can strengthen the aesthetic signature of an original brand, adding symbolic, aesthetic, and emotional value to the creations, as well as expanding its potential for differentiation in the market. To support the development of the project, an in-depth literature review was conducted on surface design applied to fashion, as well as the historical evolution of embroidery techniques over time. Subsequently, a questionnaire was applied to a sample group of potential consumers, with the aim of identifying their needs, desires, and perceptions regarding handcrafted products, contributing to the development of pieces aligned with the target audience profile and the brand concept. During the creative process, seven samples of original embroidery were produced on 20 cm diameter hoops, in order to visually materialize the artisanal style and aesthetics of the brand. Based on the information gathered and the experiments conducted, the Cúpula collection was developed, comprising ten casual fashion looks with a statement soul, marked by the expressive use of hand embroidery with gemstones. As a final result, two of the looks were selected for the production of the prototype to be presented at the end of this work as a practical representation of the brand's concept and the application of artisanal design in original fashion.