Multi-purpose bridal gown concept: a sustainable economic material culture in design and production of modern bridal gowns

Abstract

The world is moving into best economic and sustainable practices and material culture has become very crucial for artistic development especially in developing countries and Ghana cannot be left out. It is observed that most bridal wears are very expensive yet worn only on wedding days. The study explores alternative strategies for design and production of multi purpose bridal gown (MPBG) based on the principle of convertibility into beach, cocktail, red carpet and night wears. The study adopted the New Product Development (NPD) model which evolves through idea generation, screening, business analysis, development, testing and commercialization. In addition to critical design thinking and creativity, the dual sewing technique with detachable zips and velcro fasteners was employed. Experimentation was conducted to ascertain the suitability of selected fabrics prior to the development of appropriate workbooks, idea generation, mood and design boards for the production of MPBG. The evaluation of acceptance in a runway proved the possibility of convertibility of the bridal gown into beach, cocktail, red carpet and night wears with maximum changing over time of approximately two minutes. The economic benefits vis-à-vis multiplicity in purposes of such an artistic innovation provides a good platform for fashion designers to redirect their focus towards sustainable design practices, with the focus on economic material utilization culture which has become crucial in modern product manufacture. The study recommends incorporation of multi-purpose garment production concept in the teaching of Clothing Technology to enhance the level of creativity in students and economic viability of the products.