Diseño de una colección de indumentaria unisex desde el enfoque de biodiversidad de marca país Ecuador

Abstract

The information age has allowed relationships between individuals to expand. Cultural contents and identity are widespread. Countries compete with each other to attract investors. Each nation seeks to highlight its attributes through different business strategies. Ecuador as proof of this launched its campaign in 2010 "Ecuador loves life". The country brand campaign attracted a lot of tourism, and empowered the industry. It seeks to generate a sense of identity in its own inhabitants. The present research seeks to develop a collection of unisex clothing that highlights the country's biodiversity and show clothing as a viable means of communication to carry information about the user breaking with the guidelines of the masculine or feminine, homogenizing garments for general use. For the development of this proposal, it is conceptualized with the research process where everything related to the Ecuadorian country brand was studied, relevant aspects of the approach it maintains in multiculturalism and biodiversity. On the other hand, the guidelines of the unisex clothing were investigated. Through the realization of a Moodboard, different proposals inspired by one of the most beautiful ecosystems in the country, the Andean moors are offered. The proposal meets the needs of the selected market segment as well as being an innovative proposal in the local market and with a wide international reach. The difference of this project lies in the taking of local design elements with modern proposals. Potentializes the image of young Ecuadorians with their own original style. The use of artisanal materials and techniques give each proposal a personal character.