What is the meaning of a capsule collection? How does the production of one look like?
The term "capsule collection" was invented by Susan Faux, a boutique owner from London, in the 70ies. Donna Karan made it popular in the 1985. The goal of the capsule collection was the launch of important pieces, that do not go out of fashion and that are a compact vision of the entire collection. According to Susan Faux the capsule collection contains timeless designs, that can be combined with pieces from the seasonal collections. They are usually limited editions. The color scheme is very restricted, normally you would choose neutral colours (white, black, navy, grey etc) that can be combined very easily with other colours.
2019 marks Tarnava's 70th anniversary, and we wished to celebrate this achievement through a capsule collection, an opportunity to redesign the classical shirt and blouse. We started by gathering ideas, elements and details that we found interesting. Then we appointed one product to every month and started constructing the patterns for the ones we decided to keep. Samples were made so that we could test the fitting of each product. After the fitting we proceeded with the grading of the patterns. The foto shooting was the next step. Together with the two models, stylist and photographer we intended to catch the essence of the collection and of 70 years of existence.
The last step included the production and the launch of it, together with the marketing campaign.