(Senior Collection)

SUMMARY: This is my senior collection, California Wild Santa Fe Style! It is a collection inspired by the fun-loving wild spirit of a western cowgirl. I grew up listening to country music and have grown a strong appreciation for the style and attitude that follow it. I also wanted to incorporate my love of summer and sparkly things by adding bright colors and funky patterns with lots of rhinestones, beading, and appliques. In addition to the fun western style, as a part of my honors capstone project and my values, I have made a conscious effort to make this collection eco-friendly by up-cycling thrifted materials, such as tablecloths and quilts, and using leftover materials from past projects. By doing this, I hope to show others that sustainable fashion can be easily accessible and trendy. This collection is quirky, whimsical, and a great representation of my values and style!

All About California Wild Santa Fe Style

California Wild Santa Fe Style is a spring/summer 2022 collection that embodies the free-spirited soul of a western beach-loving cowgirl. This upper-moderate/lower bridge-related sportswear collection focuses on creating trendy pieces that will remain in style for years to come. Individual pieces in this collection can easily be mixed and matched to create a variety of ensembles that can not only be worn in the spring/summer season but may also be carried over into the fall season as well. This collection will also have an underlying theme of sustainability. Thoughtful cutting methods and natural dyeing techniques will be used in the creation of this collection along with thrifted or pre-loved clothing and fabrics that will be given a new life. The fashion industry contributes greatly to the world’s pollution and this collection will be a way to show the world that when the effort is put in it is easy to make fashion sustainable.

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CWSFS, California Wild Santa Fe Style, is heavily inspired by the Country Bohemian style which incorporates elements of denim, fringe, warm rich colors, and layered styles to create unique looks that are somehow always on-trend. The boho style has a long rebellious history behind it that further adds to the confidence and strength within the person who chooses to partake in this fashion choice. Bohemian style and way of life used to be one of poverty during the French Revolution but has since become a way of artistic and political expression. The general aesthetic for this way of dress comes from nomadic gypsies who originated in the Balken area of Europe. Bohemian styles can range from the typical flowy lacey romantic sense to the edgy leather fringe and distressed denim aesthetic (Jonas, 2021). Four 2022 fashion trends that mesh with the boho cowboy style that will be incorporated into this collection are athleisure clothing mixed with party silhouettes, statement jackets, bared skin shown, and bright neutral colors mixed with cool pastels.

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Athleisure clothing being worn openly in the workplace and not just around the house or at the gym is a current trend put in place by the Covid-19 pandemic. Throughout Covid, many people could work virtually from home allowing them to dress as they please leading to a lifestyle where comfort comes over style. Because of this many individuals have carried this mindset over into the physical workplace once sent back to work in person. This has led to a plethora of work clothing being created that looks presentable but has comfortable elements hidden within them such as drawstring waistbands and fleece-lined fabrics. This is a trend that will be carried over in 2022 as people have now realized that they do not need to sacrifice their comfort for trendy office-appropriate attire. As we begin to come off of the COVID era more people are starting to go out with friends and enjoy life again causing people to need party clothing once again. This need for a wardrobe with comfortable day-to-day wear combined with fun going-out clothes is exactly what CWSFS will provide for its target market (Nichols, 2021).

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The next spring/summer 2022 trends that will be incorporated into this collection are fun textured jackets. In this collection, old denim will be reused to create distressed patchwork jean jackets with rhinestone fringe. The rhinestone element helps take a classic basic piece and make it an upscale piece that gives day outfits an edge and a night look instantly party-worthy. For this collection reworking patchwork quilts into fun, spring jackets is another way to create essential pieces for mixing/matching and making a statement (Nichols, 2021).

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The third trend that will be present throughout this entire collection is showing some skin. While CWSFS is a little more on the modest side this trend will be present throughout the collection through elements such as playful cutouts, cropped tops and jackets, and draped fabrics (Nichols, 2021). Lastly, color trends will play a huge role in the creation of this collection. Current spring/summer 2022 predictions forecast that bright warm neutrals combined with cool restrained pastels are going to be the go-to colors of the season (Trend Colors Spring / Summer 2022, 2021).

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The customer profile/target market for this collection has been well thought out and includes the following:

       ○  Price Range - $40 to $120 per piece depending on garment type, ex: $115 for a rhinestone jacket

       ○  Age Group - female aged 23 to 35

       ○  Occupation - social media content creator

       ○  Annual income - about $52,000 per year, about $25 an hour

       ○  Education/Degree - High School and College degree

       ○  Marital Status - engaged

       ○  Spouse’s occupation - business management

       ○  Children/Ages - no children but has 2 nieces ages 10 and 6

       ○  Urban/Suburban/Rural - suburban

       ○  House/Apartment - house

       ○  Geographic Location - Spring Valley, Nevada

       ○  Leisure Activities - kayaking, baking/cooking, reading, photography, graphic design, yoga, horseback riding

       ○  Lifestyle Segmentation - contemporary (avant-garde, fashion-forward, and trendy)

       ○  Ideal customer bio - 

              ■ Harley is a 24-year-old social media content curator who works remotely from home and goes on monthly retreats with her team. She has a BFA in business and a minor in social media marketing. Harley makes $52,000 a year and lives with her fiance in Spring Valley Nevada. They recently purchased a nice but rundown house that they plan on completely renovating before they get married. Harley’s fiance Matt works in business management in downtown Las Vegas. The two plan on having a small intimate wedding in the fall of 2023. In her free time, Harley enjoys kayaking with Matt, taking yoga classes, and baking or cooking for her friends and family. She also enjoys nights out in Vegas with her friends and going to brunch the following morning/afternoon. Harley owns a horse named Pickles that she loves like a child and frequently visits at a nearby ranch. She also loves spending time with her family and dressing up her nieces for spur-of-the-moment photoshoots. Harley works hard for money and likes to spend it on quality items that she knows she will use. She loves shopping locally and supporting small businesses, and when she sees that something she likes has been made sustainably it becomes a must-have item for her. Along with thrift shops, some of her favorite places to shop include American Eagle, Free People, Bullet Boots Boutique, and Natural Life.

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In all, California Wild Santa Fe Style is a collection created for those who are wild at heart and know what they want. The country bohemian style works perfectly with the underlying sustainability theme to create quality and trendy pieces that will be loved for years to come by those who embrace it. The athleisure and party attire mixed and matched with statement jackets and trendy cutouts make for a unique collection that girls like Harley will be dying to have.

XOXO, 

Kora 

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References: 

Jonas, C. (2021, August 24). Bohemian Style: The Ultimate 2021 Guide and History. The Pearl Source Blog. https://www.thepearlsource.com/blog/bohemian-style-ultimate-guide/

Nichols, K. (2021, July 5). Yep, We Already Know 7 Key Fashion Trends That Will Dominate in 2022. Who What Wear. https://www.whowhatwear.com/resort-fashion-trends-2022/slide4

Trend colors spring/summer 2022. (2021, May 20). A&E Gütermann. https://www.guetermann.com/en/news/trend-colors-spring-summer-2022-194