Describe:

For my Digital Positioning project, I decided to collect all my research and fashion work to understand who am I as a designer. At the beginning, I created a website called ‘Upperforce’, UPPER FORCE (google.com) but did not reflect fully my personal style. Therefore, I improved it, selected my best work, for example my award from my YKK University competition, re-organised it and created a new one called ‘Antony James’ which showed deeper of who I am as a Fashion designer. I also added who has influenced my style, like Alexander Mcqueen, Iris Van Herpen and Karl Largafeld, mainly based on innovation and conceptual designers and their market level, inspired by their websites and reflecting on my own.  

Feelings:

When I re-created my website and I had to really think what I want to achieve as a designer, I felt that I would like my style to tell a story to help resolve issues around the world, as well as to communicate about different cultures. I felt that the more I understood my digital presence and positioning in the market level in the fashion industry, the more I have learnt to progress as a designer. I was very pleased that whilst creating my new website, I understood my purpose as a designer. Looking back, I’m feeling very satisfied to define that my creativity is useful to communicate concepts of real life issues with strong statements that need to be resolved.

Evaluation:

I believe that what went well was that I defined myself as a conceptual couture designer. Evaluating my project, I learnt what was my design style and purpose, which helped develop my personal story. Moreover, I have found when I was creating my first website that it did not work well, as I was focusing mainly on the idea of my brand. Therefore, when I re-created an improved it, it widened my perspective on where my style and story fits in the fashion industry. I had some peers feedback, which helped me to develop my ideas further. Now I know what designer I want to become!

Analysis:

I have experienced that working about me, was not as easy as it seemed, I had to invest time to research inspirational designers and improved my marketing positioning through this module. At the beginning, I did not understand my goals of becoming a Fashion designer. Analysing my work, I found out that most of my designs have links and a specific style: conceptual couture Fashion as a way of communication, using innovative techniques. I think being aware of my positioning as a designer, has helped me to learn about myself and how I want to project myself as a fashion Designer in the future.

Conclusion:

In an overview, I see the importance of self-reflection and motivation. The strength of teamwork and the journey of my work, made me understand that my mistakes helped me to create something better. I learnt to follow my instincts on how I am as a designer which is couture and creative fashion. As a conclusion, I learnt that I want couture to be seen as an opportunity to help real-life social/cultural causes, like the refugees, my Spanish family final project and Perfect-Imperfect collection, instead of just being visually pleasing.

Action plan:

Although I have improved my website to ‘TheAntonyJames (TAJ)’, I will still follow the digital positioning project to re-direct me the right way to reflect on how I will progress as a designer. I will continue looking at Subculture, market levels, competitors, materials, brands and fashion styles to help me develop even further. I will like to use 3D printing design structures, laser cutting and futuristic techniques which l will need to learn and incorporate into my future designs. I am also willing to reflect and understand me more.