I NVENTO RY
18 Articulation of Style
Use your words. A designer benefits greatly from
a mastery of language-not merely having an
extensive vocabulary, but also possessing the
ability to craft words into ideas, messages, and
stories. Whether complex or uncomplicated, the
intent behind the words that are used to describe
and define things helps to inspire and develop
design concepts. Through language, a designer
can discover a direction for a project.
Using color as an example, the adjectives used
to narrow the definition of a color can affect the
context in which the final product is perceived.
Just red? It should never be just red. Perhaps it
is ruby, a red as rich and luxurious as the gem
stone. Or cherry red, a color you can almost
taste. When you think of Ferrari the associations
are sport, speed, and Italy, which makes Ferrari's
co-branding of sneakers and athletic sportswear
a natu ra I fit.
Although designers may work from a broad
palette, they can also become closely associated
with a particular color. Elsa Schiaparelli is forever
link ed with shocking pink, just as Va lentino will
always be remembered for his signature red.
It may just seem like semantics, but the same
is true of all the vital components involved in
developing a garment or a central theme for a
collection. A smooth texture can be described
as having a glossy, polished, or satin finish,
whereas a grainy texture can be described as
rough, porous, or earthy. Clever wordplay is at
the heart of how fashion is discussed in the me
dia, so why not start that dialogue in-house on
the designer's terms.
42 Fashion Design Essentials
Models in red, Va lentino's
signature color, walk on the
catwalk for a grand finale,
2008.
