Catena
Catena is a brand that transforms overlooked, utilitarian objects you could find lying around or in a construction site, into accessories. Catena proposes an alternative approach to handbags amidst a current ‘logomania’ that discards unorthodox, unique designs.
Feel free to click directly to my research, process work, elevation drawings or the project!
Research: Developing catena
Catena is my response to the relationship between luxury consumption and identity.
An Individual’s perceived social status is influenced by the logos, packaging and celebrity endorsements of the garments they wear. The value and exclusivity in these products should be based on formal qualities, not a visual marker.
Dating back to the 19th century, ‘conspicuousness’ in merchandise has been defined by its size color and suitability on the body. Through my research of various consumers and the evolution of the fashion industry, I recognized how ‘conspicuousness’ is no longer dependent on large size and bright colors.
Inconspicuous consumers have hard to imitate taste and preferences. These “insiders” value subtle, sophisticated brands and are more distinguished from the mainstream. They believe they can claim a sense of status without brand prominence. Conspicuous consumers, on the other hand, are logo lovers. They are why designers such as Versace, Armani and Galliano are making their names and logos more prominent. Conspicuous consumers seek symbols in their luxury goods that satisfy a need for signaling wealth.
Types of inconspicuous Consumers
Evolution of fashion Branding
While seeking out knockoffs of cult celebrity luxury goods is common today, luxury branding in fashion was developed by Charles Frederick Worth in the 1850’s. Worth came up with the idea of creating designer labels so that people would recognize his brand. Christian Dior later began marking the labels of his infamous ‘New Look’ with an invisible ink that could only be seen under a black light. Sure enough, early counterfeiters discovered how to knock off his original designs through copy houses. The counterfeit market has since grown tremendously as people have continued to be enamored by the illusion created by luxury goods.
Catena views handbags as an opportunity to adorn the body and express an aspect of personality. Rather than wearing heavily branded products that may or may not be authentic, we prefer turning heads through our unique and bold products!
Sketch of Christian Dior’s New Look
Process Work
Catena: a connected series or chain.
logo
Moving from messy hand drawn iterations to digital edits, I wanted the logo to feel a little rough and imperfect. I wanted the messiness to feel purposeful, and for the logo to give off a natural rhythm as the eye moves from left to right.
Handbag Sketches
When sketching potential handbag designs, the scale and materiality of the objects were important to me. Most of my handbags ended up being quite small, to highlight their primary purpose of ornamentation rather than functionality.
Catena Accessories
Chiavi: L”/ W3”/ H 4”
Chiavi
Small Crossbody
0.1 About Chiavi
Tiny bags. The smaller it is, the more it serves as ornamentation. You need a bag for your keys. Everyone has keys for something. Sometimes a key provides security in your home. Other times, it symbolizes access to what is of greatest importance. Chiavi was constructed from Tupperware, cable tags and vinyl. Wear it as a crossbody or loop it once around your neck for a shorter fit.
Cassetto L 2.5”/ W 2.5”/ H 3.25”
Cassetto
Medium Crossbody
0.2 About Cassetto
Cassetto is a slightly larger crossbody for the free-spirited. A sturdy container enveloped in the cushiony protection of a shelf liner, it is the perfect size for the tiny indispensables you keep in drawers! Drawer liners often keep your goodies safe in their chest, but what if you want to take them out for a day in the city? Cassetto is a bucket bag for the important stuff that might get lost. Its steel sash chain is adjustable and the excess links can be clipped back onto itself or a belt loop.
Dita: L 4.5”/ W 3”/ H 9”
dita
belt bag
0.3 Dita
It can be hard to know what you really want. Do you ever sleep with one leg out of the covers, because what happens if you get too cold or too hot? If so, Dita is perfect for you. If it’s chilly outside, but not frigid, Dita can keep one of your hands warm. Dita is also the perfect size for your smartphone. This belt bag is constructed from a heavy-duty canvas glove and a silver chain. It can adjust to your waist or wherever else you might want to wear it!
Veleno: L 3.5î/ W 3î/ H 2.5
veleno
harness
0.4 About Veleno
Feeling spooky? Veleno can hold half a cup of a special potion for that person who just rubs you the wrong way. Wear Veleno around your wrist for easy access, or secure it around your neck and let the cauldron hang behind you for added element of mystery. Veleno was created from a tiny cauldron, ribbon, D rings and a buckle.
Ventosa: L 4.5”/ W 4.5”/ H 6.25”
ventosa
Shoulder bag
0.5 Ventosa
There never seems to be the right bag for the beach that wonít get damaged from sand or seaweed. Meet Ventosa- a bag for your wet bathing suit. It will keep your wet bathing suit separate from your dry things, as well as keep it ventilated through the bubble pattern with small holes. Ventosa was designed from a UV resistant EDPM strap, a clear bathmat, a removable clear container, and a bungee Paracord drawstring.
Parsimonia: L 7.5”/ W 2”/ H 3.25”
Parsimonia
Shoulder bag
0.6 Parsimonia
Parsimonia is a fanny pack for your cash! Upcycled from an old sunglasses case, Parsimonia will keep your money safe with a magnetic closure and cable tie as an extra fastener. Its rectangular form can also hold a power bar for when you need the extra boost. Parsimonia is for our boldest customers who are always on the go and a bit hangry.
Understanding the Exhibit
The design intention was to create a mock in–store experience inspired by a construction site.
Catena was originally part of a student-run exhibition titled Thanks for Understanding. These elevation drawings were done for my assigned room of about 290 square feet. Unfortunately, Catena was not able to exhibited as a result of COVID-19.
Wall fixtures
Customers would initially see a laser cut wooden logo applied to the back wall with the Catena tagline, Harness the Everyday underneath. On the side walls full length mirrors encouraging customers to try on the handbags. To break up the back wall and add light, galvanized corner beads would be installed flush to the wall containing LED light strips. Catena branded packing tape would also help draw attention to the product.
Point of sale moments
A table made of cinderblocks and plywood would house one of a kind Catena handbags. Custom-made PVC fixtures hold eight handbags, one handbag style on each arm.
Floor graphics/applications
On the floor yellow vinyl tape applied to resemble parking traffic lines would guide visitors to the PVC fixtures. A custom wet floor sign would read: Catena Pop-up Store with a figure carrying one of Catena Handbags. Lastly, traffic cones further add to the mood and help guide the foot pattern of visitors.
Acknowledgements
“The Anatomy of the Inconspicuous Luxury Fashion Experience.” Journal of Fashion Marketing and Management: An International Journal, www.emerald.com/insight/content/doi/10.1108/JFMM-08-2017-0083/full/html.
“ITAA Monographs & Special Publications.” International Textile and Apparel Association, itaaonline.org/page/Monographs.
Models: Caleb Barns, Jessie Hu Jenkinson