Sana Moda is a contemporary fashion brand catered to the Kazakhstan
career women market. Before working with
Sana Moda’ the brand consisted fully of an Eastern-European Madame silk blouse
assortment with premium quality but silhouettes that were too similar to other
brands in the market.
New pieces were added to the assortment (mix & match
concept) in order to support the blouses’ sales; however, the brand still
lacked of a distinctive element (Unique Selling Proposition).
For Spring 16, with the aims to be current with fashion
trends and also to be distinctive, the Kazakh element was injected: developing
a color scheme that is relevant to the culture but also according to market
trends. The pieces were embellished with
all-over-prints, embroideries and trims that were developed based on
traditional elements of the Kazakh culture; the silhouettes are easy to mix and
match, always keeping the “easy wear” element to be comfortable at work and
presentable at social gatherings after work.
All materials and trims were chosen carefully to match the
outstanding craftsmanship of the garments, providing a garment that is easy to
wear and easy to take care of.
A very interesting project that made me feel thrilled to be
part of. Designing for and learning from
a culture that is totally foreign to mine.
_________
Roger ARTiga
