I hear my ghost whisper to me
This project is a piece I created during my undergraduate studies in 2021. It is a comprehensive course simulating a commercial brand, consisting of three main components: brand design (including target audience identification, research, and storytelling), women's ready-to-wear design, and brand event planning. The outcome was a complete brand proposal and a fashion collection.
The brand, named Woohu, evokes a sense of exclamation and excitement. It targets independent urban women and addresses their diverse needs in daily life. In today's fast-paced urban environment, where women's voices are increasingly heard, young urban women require avant-garde and beautiful clothing that seamlessly integrates functional aesthetics with deconstructionist elements into their professional wardrobes.
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Through my research, I discovered that while there are numerous urban functional clothing options available for men, there is a significant lack of consideration for Chinese women's need for versatile urban apparel. To address this gap, I designed a series of garments that cater specifically to women's needs, including outfits that transition from office wear to sportswear, and pieces that transform from the monotony of traditional suits to vibrant, colourful ensembles.
Woohu offers innovative solutions that allow for a seamless one-click transition between different occasions, providing young urban women with clothing that not only meets the demands of their dynamic lifestyles but also empowers them with a sense of strength and individuality.
As part of the project, I designed the brand's logo and visual identity, ensuring that they reflected the brand's ethos and resonated with the target audience.
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Some analyses revealed that public discussions are influenced by user occupation and the specific generative AI tools being discussed.
As part of my research, I conducted surveys and analysis to understand public perceptions of AI.
The data collected from questionnaires revealed that a significant portion of respondents expressed concerns about AI's role in their lives, particularly regarding privacy and surveillance.
Additionally, I investigated various vulnerabilities within AI systems and explored how these systems learn.
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To gain deeper insights into the target audience, I identified potential users and conducted a comprehensive series of research activities. This included reviewing consumer white papers, conducting online surveys, and engaging in one-on-one, in-person interviews with target customers. These efforts were aimed at understanding the specific needs and preferences of independent urban women, ensuring that the brand and its offerings were aligned with their expectations. We could easily discover that in the Chinese market, there is a predominance of women's fashion brands that offer "low design-high price" and "low design-low price" options, while there is a significant gap in the market for "high design-mid to high price" women's clothing.
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Based on this finding, I conducted further inquiries into the needs of the target users and developed a detailed profile of our customer demographic.
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After gaining a solid understanding of the brand image and target audience, I determined the theme for the first season, focusing on women's self-love and self-respect.
The concept is to create a personal "garden" for women within urban life, inspired by Virginia Woolf's idea in A Room of One's Own that every woman needs her own space. I incorporated daffodil imagery, mirror reflections, and polka dots to symbolize women's dialogue with themselves, encouraging them to acknowledge and embrace their inner needs.![]()
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Once the designs were complete, I spent two weeks independently creating patterns and producing the garments. Additionally, I organized the photoshoot, managed the editing, and oversaw the post-production process.
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Based
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After producing the clothing, I created a brand plan, which outlined how to conduct a series of events for the fashion show.
This included pop-up shops, online promotions, and offline collaborations. For the fashion show itself, I coordinated every aspect, from selecting the venue, decor, team, models, styling, and music, to preparing a media invite list, seating chart, and inviting sponsors. I also designed invitations and posters and developed a detailed schedule and budget.
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The brand, named Woohu, evokes a sense of exclamation and excitement. It targets independent urban women and addresses their diverse needs in daily life. In today's fast-paced urban environment, where women's voices are increasingly heard, young urban women require avant-garde and beautiful clothing that seamlessly integrates functional aesthetics with deconstructionist elements into their professional wardrobes.
Through my research, I discovered that while there are numerous urban functional clothing options available for men, there is a significant lack of consideration for Chinese women's need for versatile urban apparel. To address this gap, I designed a series of garments that cater specifically to women's needs, including outfits that transition from office wear to sportswear, and pieces that transform from the monotony of traditional suits to vibrant, colourful ensembles.
Woohu offers innovative solutions that allow for a seamless one-click transition between different occasions, providing young urban women with clothing that not only meets the demands of their dynamic lifestyles but also empowers them with a sense of strength and individuality.
As part of the project, I designed the brand's logo and visual identity, ensuring that they reflected the brand's ethos and resonated with the target audience.
Some analyses revealed that public discussions are influenced by user occupation and the specific generative AI tools being discussed.
As part of my research, I conducted surveys and analysis to understand public perceptions of AI.
The data collected from questionnaires revealed that a significant portion of respondents expressed concerns about AI's role in their lives, particularly regarding privacy and surveillance.
Additionally, I investigated various vulnerabilities within AI systems and explored how these systems learn.
To gain deeper insights into the target audience, I identified potential users and conducted a comprehensive series of research activities. This included reviewing consumer white papers, conducting online surveys, and engaging in one-on-one, in-person interviews with target customers. These efforts were aimed at understanding the specific needs and preferences of independent urban women, ensuring that the brand and its offerings were aligned with their expectations. We could easily discover that in the Chinese market, there is a predominance of women's fashion brands that offer "low design-high price" and "low design-low price" options, while there is a significant gap in the market for "high design-mid to high price" women's clothing.
Based on this finding, I conducted further inquiries into the needs of the target users and developed a detailed profile of our customer demographic.
After gaining a solid understanding of the brand image and target audience, I determined the theme for the first season, focusing on women's self-love and self-respect. The concept is to create a personal "garden" for women within urban life, inspired by Virginia Woolf's idea in A Room of One's Own that every woman needs her own space. I incorporated daffodil imagery, mirror reflections, and polka dots to symbolize women's dialogue with themselves, encouraging them to acknowledge and embrace their inner needs.
Once the designs were complete, I spent two weeks independently creating patterns and producing the garments. Additionally, I organized the photoshoot, managed the editing, and oversaw the post-production process.
Based
After producing the clothing, I created a brand plan, which outlined how to conduct a series of events for the fashion show. This included pop-up shops, online promotions, and offline collaborations. For the fashion show itself, I coordinated every aspect, from selecting the venue, decor, team, models, styling, and music, to preparing a media invite list, seating chart, and inviting sponsors. I also designed invitations and posters and developed a detailed schedule and budget.
