OBJECTIVE OF THE PROJECT
The founder, Lara Ali, after whom the brand is named, is currently training in fashion while approaching Fashion Explained for assistance in developing her label and her first official collection. Until now she has produced single garments for individual clients, so the project marks the transition from made-to-measure to industrial production. The work is structured as follows: analysis of the current situation, addressing the conflicts present in the name, the logo and the identity, and understanding the concept of modest wear within a modern and fresh brand; creation of a clear brand book gathering all the information, from communication to product, key words, the identity of the Lara Ali woman, and the competitors in terms of style, price and product; analysis of the price range; the subsequent development of the collection in technical flats; and finally the research of Italian suppliers and Italian production, together with assistance during the first photoshoot, carried out in collaboration with the hat brand Hatzelle, also owned by a woman based in Dubai and founded in the UAE.
Project timelines
The project has taken eight months, from the preparation of the brand, to the analyses, to the research of materials, and then to the production of the sample collection and the final photoshoot. There have been no delays on the schedule, and each phase has required three weeks.
