Diseño de una colección de sastrería femenina a partir de la incorporación de la expresión urbana grafiti dirigido para la Empresa Ali’s Store

Abstract

This project addresses a challenge related to the limited availability of contemporary women's tailoring in the city of Ambato, where most offerings remain rooted in traditional approaches that fail to meet the tastes and lifestyles of modern urban women. As a response, this work proposes a women’s tailoring collection for the company Ali’s Store, grounded in the fusion of classical tailoring techniques and the visual incorporation of urban graffiti as a means of cultural and artistic identity expression. The proposal is supported by both theoretical and field research, including the analysis of international fashion references such as Moschino, Stella McCartney, and Varun Bahl, as well as interviews and focus groups with women aged 20 to 25, the brand’s target audience. Key graffiti artworks from downtown Ambato were also identified for their application as graphic elements in the designs. This research allowed for the development of a creative and culturally relevant approach to the collection. The outcome is a capsule collection of contemporary women’s tailoring, featuring garments such as blazers, trousers, shirts, vests, and skirts, enhanced with textile techniques like embroidery, sublimation, and spray painting. These pieces are inspired by the visual elements of graffiti—color, typography, and patterns—while maintaining the elegance and precision of traditional tailoring. In conclusion, this project contributes to the modernization of women’s tailoring in Ambato, offering an innovative, personalized, and culturally grounded proposal that enables Ali’s Store to expand its product range and connect with a younger audience seeking clothing that reflects identity and artistic value