PECEL LELE STAND BANNER VISUAL EXPLORATION FOR FASHION PRODUCT

• Main Author: Rossa Octaviana, Della
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55394
• Institution: Institut Teknologi Bandung

Indonesia has a diverse culinary archipelago that can be classified into staple foods, side dishes, vegetables, chili sauce, savory dishes and drinks. One of the culinary that is frequently found in almost all regions in Indonesia is Lamongan's pecel lele. Pecel lele is a fried catfish processed and served with rice, chili sauce and fresh vegetables, there is also a choice of friend duck and chicken on the menu. The pecel lele sold as a street stall, located on the side of the road in the form of tent stall. The pecel lele tent stall uses a typical stall banner with images of chicken, catfish and duck as well as the use of authentic bright colors. The uniqueness of the pecel lele’s visual banner inspires artists and designers to develop their work, one of which is in the realm of fashion. This study uses a qualitative approach method. The collected datas are primary datas in the form of interviews, field observations and exploration of the visual banner of pecel lele’s stall into motifs and exploration of embellishments on fabrics using fashion approach, including: (i) changing the size of the module smaller so that it is more suitable in accordance with the placement of the fashion product, (ii) repeating the module to form a harmonious composition on the fabric, (iii) changing the shape using stylization, distortion, transformation and disformation techniques in order to produce a new shape that still has an element of authenticity from the visual of pecel lele’s stall banner, and (iv) by applying the high craftsmanship technique as a decorative element to increase the selling value of the product. This research produces final product in the form of high fashion fashion styled in luxury streetwear which has high selling value by transforming exterior elements into the realm of fashion.