MINSONG

MINSONG

This book is aiming to introduce new contemporary womens footwear designer label MINSONG. MINSONG will be

launched in May, 2011 as an independent designer footwear label, for its very first season Autumn/Winter 2012. The

first collection of MINSONG will present whole new aspect of footwear with conceptual approach and contradistinction

in construction. The purpose of launching is to establish the brand MINSONG as one and only brand with cutting-edge

design and best quality with different approach in design. The researches in relevant area are followed to set brand

identity in current conceptual design footwear market and discovering potential opportunity in retail.

BRAND ETHOS

Abnormal Aesthetic

Above the Modernity

New classic Avant-garde

Discerning Silhouette

Conceptual

Minimalism

Qualified in Premium

Multi- communication

The brand MINSONG aims to be valued as an exclusivity in unique shell with above brand ethos. With its unusual and

conceptual design it will stand firmly as a new cutting-edge label. The brand consist in two different ranges - Signature

collection and Core collection.

In signature collection, experimental figure and discerning silhouette will be presented. Customers will experience abnor-

mal beauty from the product and the peace will be remain as timeless new classic in strongest feature. In its core collec-

tion, even simpler but unique design will be introduced to meet bigger group of customers in Premium footwear market.

Wearable conceptual in minimalism will be brought to them.

Diverse factors and customer researches in following chapters support setting the brand identity and business plans to

achieve successful launching of MINSONG.

CONCEPT

MINSONG’s first collection will be launched in Autumn/Winter 2012 season. And it will introduce bold concept with clean-

est line and extra-ordinary shape into the market.

In its signature collection, experimental figure and discerning silhouette will be brought together with premium quality materi-

als and craftsmanship. Customers will experience abnormal beauty from the product and the peace will be remain as

timeless new classic in strongest feature.

In its core collection, even simpler but unique design will be brought to meet bigger group of customers. Wearable con-

ceptual in minimalism will be the main concept of the range.

Nature meets Foreign

Warm meets Cold

Matt meets Glossy

Organic shape and metalic surface of chairs designed by Ron Arad

3D printed shoes, Mojito, by Julian Hake

Artificial joint made with chrome

Extraordinary shape of Cheetah, artificial limb for athletics,made with high performance carbon fibre, by Ossur

Bone like 3D printed high heel by Pauline Van Dongen

These inspiring details and shapes will be brought along with suggested materials and colour within whole theme of collec-

tion. Mixing of different materials or completely opposite textures will be expressed in MINSONG’s shoes in conceptual and

sophisticated way. Streamlined shape in organic form will be key silhouette of collections.

The idea started with consciousness of fashioned body. And the visual idea is linked to orthopaedic images and prosthetic

body. Inspirational direction for this is the organization of human body with prosthetic gadgets. As Marie Chouinard’s dance

performance bODY_rEMIX/gOLDBERG_vARIATIONS showed to us, human body can have unique and organic relation-

ship with attached non-human body device such as crutches and artificial limbs (or any body part). Above intriguing figures

became strong inspiration and main concept for MINSONG’s first signature design.

Expanding the idea of body organism, medical bodies were looked subsequently. Foreign materials attaching onto natural

human body could be connected to ultra-modern concept with metallic materials.

As I studied prosthetic mobility devices, construction and mechanism of fleexfoot, made by Ossur, can be connected to

detail of design. Ossur is Iceland based company making non-invasive orthopaedics.

2

1

4

3

5

FAUX REAL

Faux real is appointed as one of leading trend for AW’11 by WGSN. This trend meets MINSONG’s concept of super-mod-

ern and experimental theme. With these materials, MINSONG will carry “natural but not natural like" illusional element into its

design. This theme accompanies with below materials.

• 1&2 - Rubbery surface of real leather

- Polyurethane coated cow leather

- Art no. - Matrix Corsaro , supplier - Nouva osbaItalia, s.p.a.

- Colour : Gold , Lima

• 3&4 - Nubuck

- Velvet like surface, Grey and Beige

• 5 - Vegetan leather - natura matt texture and thickness

• Rubber coated zip - rubber coated on the tape, non-glossy looking zip

PANTONE 719EC PANTONE 434EC PANTONE 14-4201 PANTONE 14-1314

COLOURChosen colours will be impor-

tant part of design to express

the concept. Conceptual de-

sign doesn’t always need to be

black. MINSONG is more

focusing on using soft colours

and keeping in neutral for its

subtle and sophisticated design

RUSTIC GOLD

NUDY TONES

Natural nudy is going to have fainted tone with touch of

"metallic metalic" gold. The gold will be touch of gloss

texture but also have rustic feeling on it.

DULL PASTEL

Rough but soft feeling is key theme as well. Dull and

neutral but light colour will be used to express bit of

femininity.

PALE ACCENTS

Very pale but strong accent colours will bring zingy

touch on the product. Redish and dark/pale colours

will be added on natural tone. Blue tone will express

subtleness and add edge.

35 +

24 - 30

18 - 23 

30 - 35

CUSTOMER AGE GROUP

18-23

A fashion blogger

Lives in Surrey, UK

Keen on making style board and wish list

Huge fan of Rick Owens

Buy All saints as alternative

Primark hater

Shops at TOPSHOP, COS, Uniqlo, American Apparel

Internet shopping at ASOS & ebay

Favourite department store is Liberty

DIY sometimes

Reads love magazine and an other

24-35Architect

And parttime Interior designer

Lives in Oslo, Norway

Mom of 22months old boy

Hardworking but full-time mom in weekend

Prefer simple but strong piece

Love A.P.C. jean and obsession with cashmere

Highheel lover

Organic food lover

Business travelling around Europe

Shops at colette and liberty

Internet shopping at netaporter & ebay

Listens the whitest boy alive

35+Owner of design book shop

Lives in outer London, UK

Mom of 12yrs old girl

Quality concerned

must have spa once a week

Loves sushi

Drive hybrid car

Bang & Olufsen audio & Georg Jensen Kitchen

Holidays in Egypt and Cyprus

Internet shopping at matches

Listens clssical music

Watches BBC