CHIC
Psychological Profile
"Chic consumers want to show off 'Modernity' and 'Taste'. They restrain emotional expression, attempting to construct a cold and rational image. For them, consumption is an act of proving their high aesthetic standards, and they fear 'tackiness' the most."
Features
KEY CHARACTERISTICSKiller Feature
Core Elements
Sharp silhouette, matte and dry material, monotone, minimal decoration, builds a cold and rational image.
Visual Signature
Silhouette
01The core is 'Sharp Linear'. Falling in an I-line or Y-line, tailored fit that is close to the body or slightly relaxed. 'Angle' is alive in the shoulder line.
Material
02Matte Natural' material without gloss. High-quality wool, cashmere, high-density cotton, etc., that absorb light to express a calm and deep black color. (Avoidance of shine)
Pattern
03Almost none (Solid) or very thin pinstripes. Relies on 'texture contrast' rather than pattern.
Detail
04Pointed lapels (Peak Lapel), deep V-zone, sharp slit. Buttons exist but are minimized (one-button) or their decorative function is excluded.
