House of Sunny

Spring/ Summer 2023

By: Anna Davis

Table of Contents

• 3: Brand History
• 4: Customer Profile
• 5: Signature Look & Aesthetic/ Brand Assortment
• 6-7: Long Term research
• 8-9: Short Term Research
• 10-11: Trends
• 12-13: Inspiration/Theme
• 14: Color Story
• 15: Textiles and Materials Story
• 16: The Look
• 17-19: Product Assortment
• 20: Recommendation/Justification

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Brand History

• Founded in 2011 by Sunny Williams in Hackney, London as an independent womenswear brand and has since evolved.
• Located in the Olympic House
• A unique building with a history of housing clothing brands.
• Ship to 55 countries worldwide
• Creates a playful spin on everyday basics.
• The brand is known for its trendy prints and knitwear designs.
• Creates a blend of trendy and timeless ready-to-wear looks
• Advocates for slow fashion
• They research sustainable materials
• Implement technology to reduce waste
• Advocate for animal rights, and workers’ rights

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(all the information above found on the House of Sunny Website, n.a., n.d.)

Current News!!

House of Sunny is expanding, opening two physical stores in London (Kim, 2021).

House of Sunny’s popular fur trimmed cardigan leads the way

in the return of fur

detailing (Rozario,

2022).

Customer Profile

• Young adult girls 20-35 (Gen Z)
• Well educated
• Upper middle class and up
• Either still in school, or employed at a successful company in a creative position
• Hardworking

Demographics

• Lives in a big city, London, NYC
• House of Sunny is based in the UK, but is very popular in the US due to influencers and social media

Geographics

• Interested in fashion / fashion forward
• stays up to date on current trends, while also maintaining a strong personal style
• Shops sustainable, and supports slow fashion.
• House of Sunny prides themselves on Sustainability (House of Sunny, n.d.)
• Familiar with pop culture
• Avid tik-tok and Instagram user.
• House of Sunny has blown up on social media (Bakshi, 2020).

Psychographics

Signature Look &

Aesthetic

Mens

House of Sunny is known for their unique, colorful style. They blend retro prints with trendy fashions to create something all their own. This individuality has brought them into the spotlight, taking over instagram and Tik Tok alike. They were even endorsed by Kendall Jenner. Kendall wore the Hockney Dress in an instagram post in 2020. It became so popular after that British Vogue named it the Cult Dress of the Summer (Nieves, 2021).

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• Jackets
• Tracksuits
• Knitwear
• Trousers

• Tops
• Bottoms
• Cardigans
• Dresses
• Denim E-Flow
• Knitwear
• Peggy Cardi’s
• Tracksuits
• Jackets & Coats
• Accessories

Brand Assortment

Womens

House of Sunny is also a big advocate for sustainability. “We consider sustainability 24/7. We are committed to creating quality garments, which last and can be worn season after season,” a House of Sunny representative told Teen Vogue (Nieves, 2021). This focus on sustainability adds to the aesthetic of House of Sunny, and makes it very popular with young people.

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Long Term Research

Environmental

House of Sunny is working towards a sustainable future by:

• Using 100% sustainable product bags
• Recycling/donating material scraps
• In 2020, supplied the London office staff with reusable water bottles, becoming plastic bottle free (House of Sunny, 2020).
• Producing products at a slower pace
• Producing only products as needed.
• “We only produce small runs to avoid waste. Any samples or seconds gets sold on our Depop platform to make sure everything we make goes to a good home (House of Sunny, 2020)
• Having all vegan materials, not using any animal products.

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Technology

House of Sunny is implementing new technology like:

• E-flow technology
• A sustainable textile solution to transfer chemicals onto garments made of any fabric.
• This can, “accomplish finishing effects with the highest quality, a minimal amount of water and zero discharge (House of Sunny, 2020).
• This technology allows for less water waste:
• “This season we are rinse washing, which uses 500LT of water per 150pcs (House of Sunny, 2020)

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Long Term Research

Social Responsibility

​

Another rising industry trend is social responsibility. More and more people are advocating for transparency and ethics in fashion. House of Sunny responds to this by:

• Screening their suppliers
• This screening makes sure that suppliers working with the brand meet their standards for social responsibility, safe working conditions, fair wages, and safe manufacturing methods.
• Working with certified companies
• “We only work with factories that can provide BSCI, SMETA AND SEDEX certificates every year”(House of Sunny, 2020).

House of Sunny

Short Term

Research

Customer Interview

I interviewed my sister, who loves this brand

How did you first hear about House of Sunny?

Genevieve: On Instagram, in 2020 when Kendall

Jenner posted the viral photo.

What was your first purchase?

Genevieve: The green peggy cardigan.

Do you follow House of Sunny on Social media?

Genevieve: No, I follow a lot of brands, and I

should follow them as well.

What is a change you want to see from this brand?

Genevieve: More versatility in products. I love their

signature look, but I want to see something

new.

(Davis, 2022)

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Observation

The biggest observation I’ve made about House of Sunny is their strong online presence. Due to Covid-19 and other societal changes, many people do most of their shopping online. House of Sunny has physical locations, but says they are a mostly e-commerce company(H.O.S.,n.d.). They pride themselves on this because on average “e-commerce uses about 30% less energy than traditional retail spaces”(H.O.S., n.d.). Despite being located in London their strong internet presence has made them very popular in the U.S. as well. Although they might not be as prominent right now, they had everyone talking about them back in 2020/2021. They took over Instagram and Tiktok with the Hockney Dress and Peggy Cardis.

Entertainment Influences

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For House of Sunny, I believe their biggest influence comes from celebrity endorsement. This is a brand that’s very trendy, and geared towards younger people. These people are very influenced by celebrities, and love to see what they’re wearing and doing. Like mentioned before, House of Sunny broke the internet when Kendall Jenner was shown wearing their dress. This is the perfect example of celebrity influence. Jenner holds a very high influence over Gen Z. Almost everyone in this age group knows her name. Because of her status, whatever she’s wearing becomes a hot conversation for young people. Gen Z now makes up 40% of consumers (Kastenholz, 2021). They are the most plugged in, constantly online. Celebrity influence has a huge impact on Gen Z shoppers. House of Sunny used Tik Tok, and Instagram influencers to appeal to their target customers.

Trends - WGSN

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Summer of Love

S/S 23

Key Concepts:

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• Focus on “feel good” prints
• Channels the carefree summer experience of going to festivals, parties, the beach, etc.
• Consists of euphoric prints and bold colors
• Key motifs: suns, butterflies, hearts and peace signs

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(WGSN, 2021)

“For youth, summer stripes and simple 1990s graphics work best; for womenswear, go maximalist and layer fruits with #floralburst designs. Keep the style bold, flat and stylised to create a big impression and attract attention in-store and online” (WGSN, 2021).

Trends - TOBETDG

Clarity and Transcendence S/S 23:

• Aura Ambiance
• Emotional energies usher in holographic hues, soft light beams, and an atmospheric glow that illuminates palettes, prints, and decor.
• Clear Views
• Newfound clarity that feels like a blank slate.Transcending color into something more transparent and truthful, sheer surfaces, crisp resins, and glass-like materials begin to break through.
• Metallic + Mineral

A grounded futurism that’s both earthly and otherworldly. Starlight sheens welcome warm ambers and cool metals that both soothe and refresh.

• Streamlined
• A sense of clarity brings about a

palate-cleansing simplistic style. Minimalism is made modern through silhouette and surface interest.

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(TOBETDG, 2021)

K e y - D e s i g n - C o n c e p t s

Aesthetic Drivers:

“Pure design and seamless lines. Undulating shapes. Soundwaves and light rays. Underscore transparency, opalescence, and metallic finishes” (TOBETDG, 2021).

Here Comes the Sun

Here comes the Sun is a collection inspired by the 1970s, and nostalgic summers. The name is literally taken from the Beatles’ 1969 hit under the name title. This song is all about winter ending, and the sun finally coming back. It’s about feeling good because things will be warm and bright again. Taking this inspiration, the collection encapsulates the overall “feel good” energy of summer. It utilizes bright colors, interesting patterns, and retro themes. It takes inspiration from the 1970s hippie movement, using motifs of peace, and love, and creating intricate knits patterns. By mixing warm nostalgia with a brighter future, this collection creates an endless summer that will be remembered forever.

Here Comes The Sun - S/S 23 Collection

dsdsdsdsdsdsdsdsdsdsdsdsdSDSDSDSDSDSDSDSDSDSDSDSDSDSDDSDSDSDSsjdn;SKJDKAOJFGSKERFGL;SDNALSDESFADFDFADSFDFDASDFDSFADFADFADFDSFSDFASDFD

Here Comes The Sun - Color & Print Story

Core

Fashion

Accent

Accent

Fashion

Core

This palette creates a sense of happiness through its vibrant colors. These colors are reminiscent of sunny summer days, and take inspiration from the bright colors and prints of the 1970s. This palette keeps with House of Sunny’s playful, vibrant, and retro aesthetic.

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This collection will also take inspiration from the past in its patterns/prints, and dyes. By experimenting with tie dye, and wavy patterns, this collection will put a modern spin on 1970s style.

Groovy

Soaked in Bleach

Textiles & Materials Story

The Look

Groovy

Patterns

Far Out Flares

Daisy Dance

Nostalgic

Light

Good

Vibes

Product Assortment: Tops

The Groovy Sweater

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• Category: Womens Tops
• Description: Crop halter top, deep v neck, low back tie around back of the neck.
• Fabrics: Jersey Knit
• Size: UK 6-18
• Retail Price: £95
• Promotion: Bring back the 70s with this colorful halter. It’s form fitting, and has an adjustable neckline.

Far Out Halter

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• Category: Womens Knitwear
• Description: Slouch fit, V neck sweater. Comes in bold colors, and wavy pattern detail.
• Fabrics: Jersey Knit
• Size: UK XS-XXL
• Retail Price: £120
• Promotion: This playful sweater is the perfect thing to throw on for summer nights when it’s a bit chilly. It’s a light, soft knit, that is both breathable and cozy.

Funky Flares

Butterfly Jeans

• Category: Denim e-flow
• Description: 100% cotton jeans high waisted button fly bell bottoms. Butterfly back pockets.
• Fabrics: Denim
• Size: Uk 6-18
• Retail Price: £95
• Promotion: Channel your inner hippie with these adorable flare jeans.

Product Assortment: Bottoms

• Category: Womens Bottoms
• Description: Stretchy and breathable high waisted flares. Retro striped print.
• Fabrics: Stretch Lace Stripe Blue
• Size: UK 6-18
• Retail Price: £95
• Promotion: These retro 70s flares will have you wanting to dance the night away at the disco.

Product Assortment:

Dresses

Third Eye

Hockney

Daisy Dress

• Category: Womens Dresses
• Description: Ruffle Trim Bikini
• Fabrics: Jacquard Stretch Knit
• Size: UK 6-18
• Retail Price: £90
• Promotion: Live your cottage core fantasy in our Daisy Dress. It’s light, breathable material will make you want to spend your summer dancing, and running through the wildflowers.

• Category: Womens Dresses
• Description: Long-sleeve twist on the Hockney dress, with a cut out front, and form fitting silhouette
• Fabrics: Jacquard Stretch Knit
• Size: UK 6-18L
• Retail Price: £115
• Promotion: Funky spin on the popular Hockney with captivating cutouts.

Recommendation / Justification

This forecast was chosen because it encapsulates foreseen trends of 2023 while keeping true to the House of Sunny aesthetic. After doing research, it’s predicted that people will be looking for bright, colorful, “feel good clothes” in summer 2023. Fashion repeats itself, and the 1960s and 70s are going to have heavy influence on these trends.. House of Sunny already has a colorful retro aesthetic, so I created an assortment that would keep their consistency, but also evolve with the trends.

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In terms of fabrics, I chose a lot of knitwear because House of Sunny is known for their knitwear. Their knit dresses are very popular, so I added some to my assortment, with a 70s twist. I did the same thing with the printed denim. I think this will be successful because it keeps a consistent aesthetic, that is still evolving, not reusing the same thing over and over again

References

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https://www.donegertobe.com/creative-direction/design-movements-clarity-transcendence

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Kim, Y. E. (2021, November 12). Insta-favorite Label House of Sunny Opens Two Physical Stores in London.

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Ref. continued

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NBVlZBOHlQQlBvQ1FsbnNHX0NGSzIyV3pCYWomcD0wJm49U0NmLTJ6X2Fqck1VR3B4M3ZXTUlnZyZ0PUFBQUFBR0l2

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