8P PRODUCT
The one year project wants to re-establish the power of collaborations, since the brand in the past years gave a lot of importance to collaborations. The reason behind doing a whole year of collaborations is to give a real relevance to them and visibility to the brand. Starting from the collection “a Piece of Cloth” we want to create a project which will maintain the conceptual and abstract side of avant garde, but which will give more visibility to avant-garde at the same time. The three designers Miyake will collaborate with will be Charles Jeffrey Loverboy, Joan Ros Garrofe and Doublet. They will receive a brief in which they will be asked to create a cloth for the upper part of the body, but at the same time will have to be used as another cloth as well (for eg. a t-shirt which can be wear as a dress too). This project as said before wants to keep the conceptual side of avant garde, indeed the clothes will represent a fluid process which wants to represent the in vane research of the perfect cloth, symbolizing the continuous research of perfection: people struggle their whole life to reach perfection, but perfection is impossible to achieve. Maintaining this abstract side we want to give more concreteness to avant-garde. A t-shirt or a hoodie are the right clothes through which the brand will become more “commercial” without becoming mainstream. Indeed the aim of the project is to give a new birth to the brand, but at the same time to find a solution to the silent approach of avant garde. People are not able to give the name of a specific avant garde designer if they see a cloth made by him. We want to overturn this perception and make people understand at the first sight, that these clothes are made by a collaboration with Issey Miyake. The clothes will re interpret the trend of “Logomania”, but in a personal and more reasoned way. The trend will not be a marketing operation, but it will be used as the signature of the designers and as a way to express their own aesthetic. The clothes will be sold with a catalogue from the designer, in which it will show its approach, aesthetic and previous works. As said before the project will last one year, but every designer will have each have 4 months. In this way we want to give enough visibility to them and enough time to the target to see and learn their aesthetic. Indeed we are targeting people who are naturally interested in Issey Miyake’s approach and so will find an interest in other small designers who have the same approach as Miyake, even if they are not aware these designers exist in the market. We named the project “a Piece of What?” as a reference to the collection “a Piece of Cloth” and to metaphorically represent the aim of the project: a piece of cloth which can have different solutions, something which can be used as a t-shirt, a hoodie, a dress and so on.
ISSEY MIYAKE A PIECE OF WHAT? [264]