SDC EC focuses on Colour Communication

by Dr K S Murthy, Pidilite Industries Ltd

This event took place recently at Rachana Sansad School of Fashion and Textile Design in Mumbai, India. It was jointly organised by the Mumbai Chapter, SDC EC and Rachana Sansad. It was a capacity event, reflecting the enthusiasm of the delegates and was attended by over 180 students, faculties, heads of department and principals from various institutes as well as industry professionals and participants of the competition.

The top 10 entrants in the Indian heat of the SDC International Design Competition showcased their entries. The competition winner was Samrudhi Parkar, Dr B M N College; 1st Runner up: Ajeeta Tiwari, SOFT, Pune; 2nd Runner up: Rosa Falleiro, Sophia Polytechnic.

The winning piece is titled ‘Koitur’. Koitur is the name of the tribe living in Madhya Pradesh the ‘Heart of India’ also known as the Gond tribe. It is an artform inspired from green mountains, nature, folklore, legends and myths painted on the walls of the house and floor for decoration. The artform inspired her with its symmetrical, balanced patterns creating a sense of movement with the help of lines, dots and dashes used for detailing. Painted with bright colours it has a belief system that everything around us is inhabited by a spirit and consequently sacred.

Samrudhi will represent India at the grand final which will be held in November 2018 in London, UK.

The event also featured three interactive lectures on Colour, Denim Processing and Fashion Communication.

Colour Perception: Mr Yogesh Gaikwad, Director SDC International gave an overview of colour, a mirage created by the brain and recognition of patterns. Colour is important because we are influenced physically and subconsciously. It enables decision making for sales increase by change of colour.

Facts about the eye: 11 official colours exist but the eye can perceive 7 to 10 million colours. Colour is a sensation that exists in brain and has little memory.

Organic Cotton T-Shirt: White or red t-shirt – dyeing is 0.5% and washing and finishing are major issues. It consumes about 16-20 litres of water; 80% dye is retained by the fabric and the balance is flushed out. A white garment is washed more than red.

Denim Processing – Washes and Effects: Ms Poonam Badhiye, Senior Manager (Denim and Special Dyes Segment), Archroma Limited described denim processing. 1873 saw the birth of jeans by Levi and Jakob for the mill workers due to their durability and long-lasting nature even without washing and they look good when dirty and older.

Denim processing: Yarn dyeing method and blue colour indigo is common. The conventional processes are applied in slasher dyeing and rope dyeing machines. Using the former, warp beams are made from yarn packages and processed. Continuous processing of the yarn by pre-treatment for removal of dirt and foreign particles followed by slasher dyeing, washing and sizing. In rope form, pre-treatment, dyeing and washing is done followed by opening the rope, separating the yarns followed by sizing. Sizing of dyed yarn is done with starch to control strength since abrasion is high due to the speed of the weaving machine.

Advance Denim: Archroma innovates and offers sustainable solutions to the industry. Saving 97% water, 80-85% cotton waste and 30% energy.

Denim finishing: After dyeing, starching of yarn by finishing to effect strength followed by desizing (removal of starch) for softness. In fabric form, mercerisation, desizing and wet finishing gives lustre to the fabric. Raw denim fabric cannot even be touched due to its harsh feel. Production process comprises yarn package, dyeing, weaving, inspection for faults, finishing and inspection.

Garment washing process: Value addition for garments. Denims are washed for special effects and to fetch a higher price. Mechanical and chemical treatments – rubbing effect on denim, monkey wash special effect using sandpaper for value addition. Puckering effect by grinding. Chemical process entails bleaching, acetic acid wash, enzymes with pumice stones in the garment dyeing machine and stone wash. Rubbing of fabric also gives this kind of effect.

True cost: Ms Bhadiye said that behind each garment, someone is paying a high cost which the young designers must understand and be aware of when leaving college to join industry. Brands solicit business in Bangladesh because of cheaper prices owing to the low labour cost. Workers suffer due to poor working conditions. Communicate with vendors and brands about cost per metre, who is paying the true cost?

Mr Anikate Satam, Designer and Trend Consultant dealt with colour centric Fashion Communication.

When one sees the colour red, what comes to mind are red apple, wine, dyes, military costumes and the uniforms of queen’s soldiers. Red stands for war, romance, danger, anger and emotions. Depending upon context and appearance it takes various shades. Santa Claus suit is red. Signals are red in an emergency. Red in festivals like Diwali and Ganpati. It is fire exit in theatre. Manchester United in sports; red stands for activeness. McDonald red rice. Orange is red in the hall of a mall. Fast Moving Consumer Goods (FMCG) make red as business colour. Brands have hunger for red for identity.

Red is the colour of love and fashion designers use that for their signature. Colours mean different things in different cultures. Yellow is a favourite colour in China. Red is not a favourable colour on the red carpet because of the carpet itself. Yet celebrities choose it.

Visual display: In today’s market if you are not a good brand, people will not invest, and consumers will not buy the product. You must sell the brand with notional and physical benefits. Notional benefits depend upon the kind of tricks and techniques to make the consumer buy.

For details of future events please visit the website.

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