Annajshoup2014portfolio

OVERVIEW CFDA PROJECT COLLABORATIVE PROJECT THE LEAGUE MICA entrepreneur project Anna Pauline Senior Thesis

CFDA PROJECT COLLABORATIVE PROJECT THE LEAGUE MICA entrepreneur project Anna Pauline Senior Thesis

OVERVIEW COLLABORATIVE PROJECT THE LEAGUE MICA entrepreneur project Anna Pauline Senior Thesis

LUCYAND FRIENDS

THE COLLECTION FALL 2013

OVERVIEW CFDA PROJECT THE LEAGUE MICA entrepreneur project Anna Pauline Senior Thesis

our solution

sophia,

brand statement

Amaryllis

Persimonie Chrysanthamum

We have created a brand of maternity loungewear and undergarments, Maternal Gardens, that embraces the idea that no matter what makes you comfortable or what your cultural beliefs may be, mothers should feel celebrated, supported, and comfortable. Every purchase of Maternal Gardens will help support the prenatal and postpartum care for women in developing third world countries. We wanted to create a solution that helps celebrate this time in a woman’s life, as well as create a comfortable store experience that helps to guide and inform mothers and really

Maternal Gardens is a brand of maternity loungewear and undergarments that embraces and celebrates every type of mother. Whether you are the mother

belly, there is a piece of this brand that will relate to you. Becoming a mother is an exciting time for every woman, we want to help, embrace, support and celebrate this time with you.

care for women in developing third world countries.

the Maternal Gardens woman, is a caring, nurturing woman that is so excited to welcome her bundle of joy into the world. She works hard to maintain the utmost care and health for herself and her developing

where her role as a mother is developing.

maternal garden

The term diversity refers to something that is composed of differing elements and the idea of including all types of people, regardless of race or cultural background, into a group, organization, or idea.

Through extensive trend forecasting research we developed a trend concept, REDEFINITION,

years.

no longer uncommon for the family unit to be a single parent household, same sex couple, stay at home father, or many more variations. We have also seen this trend manifest itself in the DIY gen-eration as the concept of crafts and revitalizing what was once old and creating a new version has really risen in popularity. This trend is driven by several factors: the economic downturn, social media movement, and our

The concept of motherhood and pregnancy is surrounded by many different cultural beliefs, ceremonies, and rituals; we have no intention of distorting these beautiful traditions, but rather the desire for the world, and its many varying cultures, to embrace a positive outlook of women during this time in their lives. Instead of various cultures feeding negativity in to this special time, we wanted to create a way to unify the world’s attitude on pregnancy and motherhood. Our desire, our solution really, is to foster a world in which pregnant women and mothers everywhere, no matter the ritual and cultural beliefs that surround them, feel celebrated and loved during this time in their lives while still respected their true beliefs.

parenting, pregnancy, and motherhood. Through blogs, international perspective books and new parenting techniques parents today in the Western culture can really create their own identity as

forums, blogs, and parenting organizations. Our solution to the negative culture surrounding preg-nancy is to foster this movement. We want to connect mothers through their common bond of motherhood.

solution

Through this trend research we have found a problem and a solution to this problem. In reality, our solution presented itself before we really researched our problem. We

taboos in recent years. We thought to ourselves how wonderful would it be if there were a universal thought of positivity surrounding motherhood and pregnancy? We found what a problem the cultural norms and taboos are that surround motherhood and pregnancy and how these affect mothers, childbirth, and the maternity experience. We looked at cultures around the world and their views on pregnancy and motherhood. Many of the customs we came across were rituals, ceremonious, and extremely beautiful. How-ever, many of the traditions, customs, and social norms create a negative environment. For example, in the Muslim community in Turkey the pregnant woman does not tell anyone she is pregnant except the father and her mother. In the Chinese culture it is expected for the woman to get pregnant while married, and the father generally expects male babies so they can carry on the family name. Also, in the Asain culture it is tradition that the post partum mother spends 30 days indoors, this is called the “sitting period.” Many think that the western culture celebrates motherhood, but the recent pop culture surrounding teen pregnancy has created a negative culture around the beauty of motherhood. These are just a few examples of how cultural beliefs around the world have really created a negative culture around pregnancy and motherhood. This is a problem that affects so many women all around the world. Along with the cultural aspect of pregnancy and motherhood, we looked into the public health issues that surround prenatal and delivery care. We found that the difference in health care provided to expectant mothers really affects the mortality of these women and their children. For example, “The rate of death of a child under 5 ranged from 145 per 1,000 live births in Africa compared to 15 per 1,000 live births in Europe” (Handbook for Public

change the health issues surrounding pregnancy care around the world.

problem statement

project development

persimonie

COLOR SCHEME: NUETRAL/YELLOW/CREAMThe Persimonie Collection is a collection focused on celebrating motherhood through beautiful garments that keep moms covered up and comfortable.

COLOR SCHEME: PINKSThe Amaryllis Collection is a collection focused on celebrating motherhood through beautiful garments that show off moms curves and belly while still being comfortable and relaxed.

amaryllis

OVERVIEW CFDA PROJECT COLLABORATIVE PROJECT MICA entrepreneur project Anna Pauline Senior Thesis

Suede

Tweed

Pair with short socks with lace

Merino Wool

Gingham

Pair with a gold glitter skinny belt

Sequence

Jersey Cotton

Fleece

Gingham

100% Wool

Denim

OVERVIEW CFDA PROJECT COLLABORATIVE PROJECT THE LEAGUE MICA entrepreneur project Senior Thesis

JOHN&ANNA PAULINE’SLOVE STORY

NanceyStyle #: 59205Exterior: 90% Wool, 10% Lycra Interior: 100% RayonColor: Sail, Corsair, Safe HarbourPrice: $475

MollyStyle #: 720192Exterior: 100% WoolInterior: 100% RayonColor: Catamoran, Anchor, Barbette, PropellerPrice: $565

ElizabethStyle #: 588601Exterior: 100% WoolInterior: 100% RayonColor: Sail, Catamoran, Anchor, Barbette, Price: $695

OVERVIEW CFDA PROJECT COLLABORATIVE PROJECT THE LEAGUE Anna Pauline Senior Thesis

PRODUCT STATEMENT HERITAGE is a family owned and operated business with a specialty in crafting items from our past into something beautiful for your future. Our company designs and creates timeless home goods "grown" and built in Ohio's soil. Every one of our products has a special and extraordinary story behind it and as a Family, our goal is to give our customers a one-of-a-kind piece of merchandise that gives them a unique sense of Home. From our family to yours, Family Grown wants to give you more than just another product, we want to give you a piece of our family and give you a something made with heart.

Thank You