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Head of Design at online retailer Asos.com where she oversees the design of all branded footwear, bags, accessories, jewellery, swimwear and lingerie, Aisling McKeefry has worked with designers from Jasper Conran to retailers like Marks and Spencer and has designed over 3,000 shoes during her career. Her first-of-a-kind book provides a solid foundation for aspiring dressmakers and designers. Skills include thinking commercially, developing ideas, life drawing, working with modern fabrics, pattern cutting, pricing a garment and preparing your portfolio. Vera Wang once said, 'I go to the past for research. I need to know what came before so I can break the rules'. Working with cost restraints you must consider every design detail, know the basic production processes and costs, be clever about material choice and when developing your own collection identify your 'key items', the pieces for which you anticipate high demand. Fashion design is both a 2D and 3D craft, from designing and pattern cutting to garment construction and realisation. One day we may have our own 3D printers at home with our unique body measurements to make a new garment at the touch of a button! The book pays homage to tapestry, and brocade, there are line art drawings for trousers, shirts, jackets, skirts, coats and lingerie, footwear and bags and swimwear. There is a great deal on the correct fitting, the anatomy of the sewing machine, making alterations, right through to securing retailers and an insider's guide to shopping tips. 272 very large pages in softback, Glossary. Colour photos and line art throughout.
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