Contemporary customized clothes using folk motifs

Abstract

More and more consumers are attracted to fashion brands that make an extra effort to offer them personalized experiences. The unique details, as well as the complexity of the decorative elements of the folk costume inspire the fashion designers to return to the folk motifs, which they reinterpret and resize while integrating them in the contemporary space, offering models adapted to the customers’ tastes, sizes and preferences and at the same time to make mass customization a profitable production. This study addresses the issue of personalizing clothing items with folk motifs. In order to collect information on consumer satisfaction regarding the use of folk motifs in contemporary clothing, an online survey about the clothing available on the market and about personalized clothes with folk motifs was developed and applied. The survey was applied to a number of 548 respondents from Romania, Bulgaria, Canada and Spain. To determine the correlation between the answers to the questions for the four countries and to analyse the answers in each country, the PCA method was used. Based on the answers to the survey, certain motifs from the folk costumes were selected, reinterpreted in a modern way and inserted in two fabric patterns. The fabrics were produced on a Loom Jacquard SMIT Textile GS900.