To "go for ___" means to try to do something. This phrase is often used when talking about what you wanted to do with art, fashion, parties that you organized, or other things that you made:

I was going for a really simple, elegant feel.

You use "I was going for..." when you've already made the thing that you're talking about. If you haven't made it yet, you can say "I'm going for..." instead. For example, when you're shopping for clothes you can say:

I'm going for a trendy look, but not too trendy.