REPORT2

TA
B
MO
NAME: SWATI PAROLIA
STUDENT ID: PAR17514761
TERM NAME: CONCEPT DEVELOPMENT
EMAIL ID: S.PAROLIA0920171@ARTS.AC.UK
WORD COUNT: 2686 WORDS

CONTENT

CONTENT

THE STORY OF
TA B O
EXECUTIVE SUMMARY
Close your eyes and imagine you are transported back to your
5-year-old self, lying on your bed, and listening to all the wonderful
tales your parents and grandparents used to narrate to you. For you
to eventually drift off into blissful sleep dreaming about unicorns,
dragons and all the imaginations your little brain could coup up.
Now open your eyes. It’s all gone, with a blink of an eye. hasn’t it?
Tales By Moi tries to bring those moments of joy back. Transporting
you back to those times where you sat wide-eyed while you
listened to those stories. The brand creates a cocktail mix of the art
of storytelling with the strong incense of awareness of the issues
faced in the world; all presented in a pretty glass.
The brand offers the best of both worlds, the innocence of childlike
wonder along with the harsh realities of life. Making fashion not
only about aesthetics; but also, something that provokes a
conversation.
This report narrates to you the journey of how Tales By Moi can
birth a brand-new way to look at Fashion.
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THE STORY OF
COP
WHAT THE BRAND IS ABOUT
Tales by Moi is a womenswear luxury fashion brand created to
show a blend of art, technology, and fashion. Creating an eternal
bond of the three to birth a more sustainable and conceptual
fashion environment that strives for community betterment and to
provoke thought.
Not only does the brand use long-lasting fabrics sourced from local
artisans, but also gives new life and form to ancient dying arts to
resonate more with the modern audience. Using technologies like
laser cutting, 3D printing and innovative methods, the designer
aims to bring something new to the fashion market.
Agreeing with Wayne Dyas when he said “To be more childlike, you
don’t have to give up being an adult. The fully integrated person is
capable of being both an adult and a child simultaneously.
Recapture the childlike feeling of wide-eyed excitement.
Spontaneous appreciation, cutting loose and being full of awe and
wonder at this magnificent universe.” Tales by Moi nudges for the
audience to be more childlike in their adult self; Finding the
balance in the printed vibrancy of the child and the monochrome
minimalism of the adult.
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THE STORY OF
BAD S
WHAT THE BRAND BELIEVES
Tales by Moi strongly believes in creating a conscious community
that believes in both modern technology and ancient techniques.
Mixing the past knowledge of handicrafts and art forms, and future
possibilities of technologies and innovation, the brand aims to
create a unique concept of fashion.
The designer actively supports the incredibly skilful local artisans
around the world and showcase their work to the world through
clothing. Demonstrating clothes through the lens of children’s
storybooks with the filter of the issues of adulthood and life, the
brand aims to create a safe environment where the topics are no
more taboo and can be discussed and solved openly.
The brand is created for those who do not believe in the word
‘overdressed’. Made with high quality, meticulously hand made
with love and care, disregarding trends, and owning to their true
styles; That is exactly how Tales by Moi plans to cater to their
audience.
The brand also believes in post-sale consumer relationships for
both the product-related and audience related categories. Using
fun workshops and informative lectures to connect to the audience
while also offering alterations, customizations and Upcycling
offers for products.
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THE STORY OF
AM
WHAT THE SHORT TERM GOALS ARE
1. To create awareness about lost art and craftsmanship
2. To narrate world issues through fashion
3. To create a space for the community
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THE STORY OF
OBTE
WHAT THE LONG TERM GOALS ARE
Each audience of ours spread the word and act as promoters of the
collection they wear echoing the narrative the collection
represents.
9

WE T U
TO C
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THE STORY OF
SELI
WHAT THE UNIQUE SELLING POINT IS
Tales by Moi believes in portraying fashion as a form of art that
provokes thought for conversations. Instead of ‘customers’ or
‘consumers’ they sought after looking for an audience. An
audience, ready to absorb the juxtapositioning of childhood and
adulthood all the while being spectacled with art forms and
handicrafts often never been seen before in commercial markets.
Tales by Moi are always ready to experiment and bring a sense of
innovation to breathe life into their collections.
The brands want their audience to not only wear their clothes but,
just like how stories used to be narrated through word of mouth in
the olden days, narrate the important issues told by our collections
to the world.
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THE STORY OF
BAD
IDT
PIM
WHAT THE BRAND IDENTIFIES WITH
13

PSI
Mix of Art, Fashion and
Technology.
REONP
RECO
Creating a conscious
consumer base. Educating
about art forms, culture and
world issues.
Maximalism hidden under the
minimalist society.
PENIY
Edgy and experimental
storytelling through fashion.
SE ME
SE ME
Constant inspiration from the
contrasting aesthetics.
CUR
A world tour of arts and
handicrafts.
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THE STORY OF
KE R
WORDS THAT DEFINE TALES BY MOI
BOLD
FEMININE
VIBRANT
JUXTAPOSITIONING
REVIVING ART
OVER THE TOP
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THE STORY OF
BIAL
COCO
TIMELINE FOR THE RELEASE OF THE COLLECTIONS
Every year, Tales by Moi releases two collections; one for
Spring/Summer and the other for the Autumn/Winter. Inviting the
audience to their world of fantasy and imagination where anything
is possible.
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SPRING/ SUMMER | AUTUMN/ WINTER
JU/JU | DEB/ JAY
The Design Phase (Researching and
Sketching your Designs)
AG | FER
Tech Packs (build your tech pack
and send it to your manufacturer as
soon as possible)
SEM | MAH
Sample Received (Test the fit of your
sample and make any necessary changes
to your tech pack. Communicate
adjustments to the manufacturer)
OCR | AP
Place your production order
(production can take up to 3 months)
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DEB/ JAY | JU/ JU
Prepare to Launch product. (Take
product photos for your website, and
set up any related promotions or sales
tools)

THE STORY OF
COM
WHO THE BRAND CATERS TO
Tales by Moi caters to consumers who are young at heart no matter
what they are aged. The brand design is especially for people who
are not afraid to step out of their house with a bold look that is
ready to grab all the attention. Looking for unique garments, these
customers are on an active hunt for statement pieces and thrift
stores. They are conscious and want to wear something that is truly
been given time and effort to be made most sustainably and which
is given the maximum thought behind the working of it. They are
not afraid to splurge for a quality item if it gives them their money’s
worth. They have a thirst to always stand out and are never
deterred to overdress. People who appreciate craftsmanship, art
and have a genuine interest in creating a better society are the type
of ‘audience’ Tales by Moi attracts.
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Fancy, Glamorous and EXTRA. These
woman walk out of their homes ready to
own the world. Anything that involves
Brunches and Travel have already caught
their attention. No one can ever come
between them and their ‘ME’ time, They
know their self worth and are not afraid
to flaunt it. Their dream dates are
picnics in scenic places and social galas
and balls of the year. Often seen in fancy
bars and aesthetic cafes.
‘ Normal is the cruelest of insults’ Thats
the biggest belief for them and nothing
can change that.

THE STORY OF
2021 FAN
ANALYSIS OF WOMEN’S FASHION 2021
In terms of fast fashion, during the year 2021, fashion and online
retailing have been the biggest trend. People are flocking to online
websites for new clothes.
These brands are the ones to watch. They’re on the rise with the
biggest growth in the market. Whatever they’re doing, search
engines are loving it and you’ll want to work out what that is and
emulate their strategies, fast.
1. Boohoo
2. River Island
3. Goddiva
4. Roman
5. Chi Chi London
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On the opposite end of the spectrum, these brands have had the
biggest visibility drops. They’re likely to have been punished by a
search algorithm update or have let things slide over the course of
the year. Either way, learn from their mistakes.
1. Pretty Little Things
2. Missguided
3. New Look
4. Miss Selfridge
5. The Outnet

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THE STORY OF
COM
SANTOSHI SHETTY
An Indian social media influencer who has reached peak popularity
due to her creative and experimental styling of vibrant and pop
colours. Her style screams fun and eye-popping
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THE STORY OF
COM
SUSIE LAU
Not afraid of any silhouette or colours, this British fashion
influencer has experimented with all. Fun vibrant colours,
mismatched prints, branded statement pieces. Loved for her
unique sense of style and confidence, she has grabbed a lot of
attention.
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THE STORY OF
COM
KOMAL PANDEY
An Indian fashion influencer gaining followers every minute with
her unique way of reutilizing old clothes to create outfits that are a
refreshing take to fashion. From creating looks all with a simple
blazer to creating Indian outfits with western clothing, she has
done it all! We call her the queen of styling in India.
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THE STORY OF
COM
IRIS APFEL
A true icon for age is never a factor in fashion. A 100-year-old
woman who has grasped the true meaning of maximalism. She is a
businesswoman and an interior designer who has shocked
everyone with her unique take on fashion. If anyone can pull off
overdressing with style, It’s her.
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THE STORY OF
COM
JENNIFER OSEH
A Nigerian fashion stylist who is labelled the Experimenter of
Fashion is a true testament to the kind of audience Tales By Moi is
looking for. Bold Colors, Fedoras, Wide leg pants or prints, there is
nothing she is afraid of.
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THE STORY OF
COM
AMI AND AYAH
Japanese Influencers giving their take on Tokyo fashion to the
world. Raising to fame with their bold and eccentric style.
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THE STORY OF
COM
BEA B AKERLUND
A Swedish born fashion activist who has styled all the top-dressed
celebrities like Beyonce, Madonna, Lady Gaga, Rihanna and Britney
Spears. She participated freely in fashion, film, music, and art. The
immense focus on details and the power to experiment is what
grabs everyone’s attention. She has the power to express
personalities through style.
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THE STORY OF
QU
SURVEY ON ENDANGERED INDIAN CRAFTS
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THE STORY OF
MAT
POON
WHAT PRICE LEVEL DOES TALES BY MOI STAND ON
HAUTE COUTURE
HIGH END
MIDDLE MARKET
HIGH STREET
VALUE MARKET
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BA NE HI R
MI N
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THE STORY OF
ASPIRATIONAL
COTI
SIMON ROCHA
The designer is well known for his style of subversive femininity.
She often Plays with experimental fabrics and clean colour palettes
with heavy embroidery and crystal work. Her tomboy- feminine
collections have gained a lot of popularity. She currently stocks in
Dover Street Market in London and Ginza, Ikram in Chicago, 10
Corso Como in Milan and Seoul. (Simone Rocha is part of the BoF
500, 2021)
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THE STORY OF
ASPIRATIONAL
COTI
DRIES VAN NOTEN
This designer’s style is a beautiful colour, prints and embroideries.
He shows delicate, fine dresses with an Indian influence. He mostly
starts with fabric as a base, trying to create a clashing effect. His
vibrant colours and unique cuts are always on the front page. (Nast,
2021)
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THE STORY OF
ASPIRATIONAL
COTI
CHRISTOPHER KANE
Christopher Kane is dominantly a London label which is
challenging fashion ideologies and notions of beauty since 2006.
The ordinary is transported to the extraordinary when collections
that start with autobiographical inspirations are realized using
innovative techniques. ‘Upending expectations of luxury with
playful irreverence, the label is the benchmark of those who dress
to please themselves. (London Fashion Week - Christopher Kane,
2021)
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THE STORY OF
ASPIRATIONAL
COTI
ALEXANDER MCQUEEN
This iconic brand is widely known for its fusion of darkly romantic
design and classic tailoring. He quotes ‘I want people to be afraid of
the women I dress.' This designer is well known for his use of shock
tactics and drama that streaks across his runway. Controversial
and captivating are the two words that describe him the best.
(NYU, 2019)
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THE STORY OF
AESTHETIC & PRICE
COTI
AMUR
Amur creates designs that strike a balance between beauty and
mindfulness. All materials are sourced with an eye towards
environmental good. Sofia Shannon is the genius behind the brand.
‘All materials are sourced with an eye towards environmental good,
whether organic and natural fabrics, reclaimed fibres that
conserve material resources or trims made by artisans collectives
in the developing world’. (Amur: Not just sustainable fashion, but a
lifestyle - Luxiders Magazine, 2021)
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THE STORY OF
AESTHETIC & PRICE
COTI
VIVETTA
‘Designing clothes is like creating wearable art to me. Art is the
highest form of expression, clothes are the best means to make it
closer to people’ This is the brand ethos behind the designer’s mind,
Vivetta Ponti. From romanticism to irony, the brand collates
contemporary shapes with preppy silhouettes which are fused
with Nostalgic references. (About – Vivetta, 2021)
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THE STORY OF
AESTHETIC & PRICE
COTI
JULIA DAVIY
A designer who has her eyes on 3D Printing mixed with fashion.
Julia considers that the fashion industry needs not just organic
materials but a more organic zero impact process. She believes that
combining the fashion and technology world is one of the aspects
which resonates with the Tales by Moi Brand. (About Julia Daviy |
New Age of Sustainable Luxury Design, 2021)
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THE STORY OF
MAT
POON
ACCORDING TO SUSTAINABILITY AND FASHIONABILITY
Comparing the competitors to The Tales of Moi brand in terms of
Sustainability and Fashionability.
The following brands are considered as direct competitors:
- AMUR
- VIVETTA
- JULIA DAVIY
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VERY SUSTAINABLE
NOT SO FASHION FORWARD
VERY FASHION FORWARD
NOT SO SUSTAINABLE
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THE STORY OF
INDIA
COTI
SATYA PAUL
Back in India, Satya Paul is considered the designer who reinvented
saris and made them more modern. The designer is not afraid to
play with colour combinations, unusual styles of motifs and print
which look peculiar yet strikingly beautiful. His sense of
experimentation and modernity and traditional values made him
one of the best in India. (Satya Paul: Indian Designer Who
Reinvented Sarees | Utsavpedia, 2021)
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THE STORY OF
INDIA
COTI
AMIT AGARWAL
Amit Aggarwal is a Fashion Designer known for his structured
designs and commitment to sustainability. His work on
three-dimensional embroideries and elaborately engineered
fabrics has got the Indian fashion industry in a storm. The reason
Amit Aggarwal is the icon of textile and innovation today is due to
his unique material driven designs for every collection that takes
various forms and shapes and continues as something completely
new in his following collection. His take on pretty and perfect is
always a bit subversive- including the use of artificially rendered
models for his look books and evening dresses with sculptural
volume. The malleable recycled polymer sheet is his signature
material that is used throughout his clothing. He manipulates it by
cutting, folding or even steaming – defining new and out of the box
designs every single time.
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THE STORY OF
INDIA
COTI
SHIVAN AND NARRESH
Shivan and Narresh are widely famous for their standing in resort
wear and swimwear print designs in India. With travel and holidays
being their main focus of inspiration, they have successfully
created a bold, confident and sophisticated holiday wear solution
rooted in culture but forward in approach and design application.
(Shivan & Narresh | Brand Story - Discover, 2021)
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THE STORY OF
INDIA
COTI
A HUMMING WAY
The upcoming brand in India specializes in experimental design
using Indian fabrics like khadi and other Indian vegan textiles.
Their surface experimentation is the highlight of the brand. (About
- A Humming Way, 2021)
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THE STORY OF
UNITED STATES OF AMERICA
COTI
PRABAL GURUNG
Prabal Gurung is a world-famous Nepalese- American fashion
designer known for his brand. His inspirations all come from his
homeland, Nepal; the colours, draping, and sarees. His signature
cutout dress is a modernized version of a sari. He has dressed a lot
of top celebrities like Katy Perry, Hillary Clinton and Michelle
Obama. His vibrant colours and eye-catching silhouettes are the
top-selling items of the USA. (Prabal Gurung on Fashion, Nepal, and
Influence, 2019)
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THE STORY OF
UNITED STATES OF AMERICA
COTI
MARC JACOBS
This global designer is well known for his love of fashion and
commitment to quality. He managed to find the perfect balance
between tradition and innovation through his collections. Marc
Jacobs has made his mark as rebellious, unpredictable, original,
unique and authentic. (Marc Jacobs, ready-to-wear, shoes - Fashion
& Leather Goods – LVMH, 2021)
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THE STORY OF
MA-MO
SWOT AND PESTEL
S
- VARIETY OF AGE GROUPS CATERED
- OFFER POST SALE SERVICE
- A BRAND NEW AR WAY TO SHOP
- PROMOTING ENDANGERED HANDICRAFTS
W
- REQUIRES SKILL ARTISANS FOR THE
AUTHENTIC PORTRAYAL OF THE HANDICRAFT
- START UP BRAND WILL REQUIRE ALOT OF
MARKETING TO GRAB ATTENTION OF TH PUBLIC
O
- THE GROWING CRAFTS DEMAND IN FASHION
WILL SUIT PERFECTLY TO THE BRAND’S VISION
- CREATING FASHION AS MORE THAN CLOTHING
BUT ALSO A THOUGHT PROVOKER
69
T
- POST COVID, BRANDS ARE GETTING IN
TROUBLE IF RIGHT MARKETTING AND SALE IS
NOT USED
- HIGH STREET BRANDS ARE STILL HARD TO
COMPETE WITH

THE STORY OF
P
- AS INDIA IS ONE OF THE COUNTRIES TALES BY
MOI CATERS TO, THE COVID RESTRICTIONS
THERE MIGHT IMPACT SALE
E
- LOSS OF JOBS DURING COVID MIGHT IMPACT
SALES
S
- MAXIMALISM IS STILL NOT 100% GRASPED AS A
TREND/ STYLE YET
T
- NEW TECHNOLOGIES LIKE PRINTMAKING,
LAZERS, 3D PRINTING WILL IMPACT THE DESIGNS
E
- RISE OF NEED FOR SUSTAINABILITY MIGHT
REQUIRE MORE ATTENTION TO THE RESOURCES
BEING USED
L
- FASHION COMPANIES MAY SOON REQUIRE TO
HAVE A 100% TRANSPARENT SUPPLY CHAIN
FROM FIBRE TO SALE
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THE STORY OF
SUN
ABY
WE AT TALES BY MOI BELIEVE IN KEEPING A 100%
SUSTAINABLE AND ETHICAL PROCESS FOR THE SALE
OF OUR COLLECTION. FROM THE DESIGN TO THE
ACTUAL SALE OF THE GARMENT, ALL ASPECTS OF
SAVING UP REOURCES ARE THOUGHT OF.
DESIGN
- The design collection will include accessories made of off-cut
fabrics ensuring full utilization of the fabrics (treated and
untreated)
- The fabrics will be made of high-quality materials that can last
longer for the users
- Trims and finishing are made most firmly to prevent any damage
to the product in later life.
- Post use upcycling of the products are planned to convert into
bags.
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THE STORY OF
SUN
ABY
MATERIAL PRODUCTION
- All the fabrics are sourced from local artisans of the country’s art
that is being promoted. For example, the Autumn/Winter 2022
collection is all sourced from Indian artisans. This ensures the
collection depicts the artforms of the country in the most authentic
way possible.
- The Printing of fabrics is done through digital printing ensuring
zero wastewater and the use of harmless water-based inks.
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THE STORY OF
SUN
ABY
GARMENT PRODUCTION
All Pattern cutting, fabric cutting, and construction is done in
house.
- A layout plan is made on CAD software to ensure the minimal
wastage of fabric.
- There are no directional prints or fabrics that end up creating a lot
of wastage in fabrics.
- All the fittings are done on Clo3D software to avoid wastage of
calico fabrics.
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THE STORY OF
SUN
ABY
DISTRIBUTION
- The Autumn/ Winter 2022 collection is handed over to theconsumer
in a convertible big card deck box which is a reusable
tote bag created with offcut fabrics, each one unique to another.
This helps in being sustainable and creating a customer-brand
bond.
- The swing tags of the garments are made of Laser cut Acetate
characters of the storybook the collection is inspired from, to be
used later as brooches. This will prevent wastage of resources in
smaller details like swing tags which are usually thrown away.
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THE STORY OF
SUN
ABY
POST SALE SERVICES
- Post-sale services like alterations, repairs, customization, and
upcycling of the products can be done through an online portal and
the products needed attention can be couriered to us to the main
studio to be worked upon.
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THE STORY OF
RE
HOW TALES OF MOI SELLS
Tales By Moi is a small startup brand, the sale is 100% done online,
initially delivered to the USA and India. The expansion will be done
each season to new countries. Along with a website available to the
consumers, Tales by Moi will introduce a brand-new way of
shopping with a VR experience giving you a feeling of shopping in
fairytale land. You will be able to try on garments and browse
through the collection from the VR Experience. Pop-ups will be
organized in different areas initially for the audience to try out the
new way of shopping.
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THE STORY OF
MAT
HOW TALES OF MOI GETS OUT THERE
The marketing of the collection will be done online using social
media like Instagram and TikTok. The pop-up shopping experience,
workshops and talks will be held across the world for people to
start noticing the brand. Flash Mob Catwalks will be helpful in the
top metropolitan cities to grab the attention of the media and
people.
The garments already being used by customers will be sold with
merchandise like tote bags and swing tag brooches that allows the
customers to be brand ambassadors to the world. Live Digital
screens will be put up as pop-ups to introduce new collections to
the passers.
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THE STORY OF
BAD
BRAND NAME AND LOGO
When I was a kid, my mother used to read me, and my brother
stories every night before bed. Every day it used to be something
new and exciting, stories of gods, stories of a talking dog,
everything that made my little mind explode. New stories every
day but the way she always started was _the name of the book_ by
Ma. When I grew up, I might have forgotten a lot of stories but one
thing got imprinted in my brain, ‘Tales by Ma’. I wanted the world to
have the same feeling, of being told of all those wonderful stories
my Ma used to tell me, this time, narrated by me.
Hence came the brand name, ‘Tales by Moi’ translated as Tales by
Me.
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“Where Fanti Ce Alice”

THE STORY OF
BAD
LABEL AND SWING TAG
The label of the garments will be a vertical tag top stiched on one
side attatched to the garment. the Tag will feature the embroidered
logo ‘Tales By Moi’. The tag will be made of offcut printed fabrics.
The swing tags are made of lasercut acetate characters. These can
be used as brooches later. This will prevent wastage of the swing
tags which are normally trashed.
87

The Autumn/ Winter 2022 collection is
handed over to the consumer in a
convertible big card deck box which is a
reusable tote bag created with offcut
fabrics, each one unique to another.
This helps in being sustainable and
creating a customer-brand bond.
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PROJECT: CRUEL WONDERLAND

90
INTRODUCTION BOARD

91
CONCEPT BOARD

92
PRINT BOARD

93
DESIGN DEVELOPMENT

94
DESIGN DEVELOPMENT

95
DESIGN DEVELOPMENT

96
DESIGN DEVELOPMENT

97
LINE UP FRONT

98
LINE UP BACK

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CRITICAL PATH

THE STORY OF
RENE
TEXTUAL
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<https://ahummingway.com/about/> [Accessed 14 November 2021].
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2021].
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<https://luxiders.com/sustainable-fashion-amur-new-york> [Accessed 14 November 2021].
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2021].
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<https://thediplomat.com/2019/12/prabal-gurung-on-fashion-nepal-and-influence/> [Accessed 14
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November 2021].
100
Vivetta.com. 2021. About – Vivetta. [online] Available at: <https://www.vivetta.com/about/> [Accessed
14 November 2021].

THE STORY OF
RENE
VISUAL
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