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HANDMADE IN ESTONIA WITH A DASH OF MAGIC
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INDEX THE
THE
BRAND
DESIGNER
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HER
THE
INSPIRA-
CONCEPT
TION
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17 EDITO-
LOOK-
RIAL
BOOK
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31 MINISITE
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“I’M A DREAMER. I KNOW DO LITTLE OF REAL LIFE T H AT I C A N ’ T HELP RE-LIVING SUCH MOMENTS AS THESE IN MY DREAMS.“ KERTI PAHK
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Sirimiri by Kerti Pahk. Handmade in Estonia with a dash of magic. Something that gives you feels if you are forever-princess kind of person. Clothing for the daydream nation. clothes are rather nordic, but with a fun out of the box attitude.
Inspired by books “ Little Prince” & “In Watermelon Sugar” - Sirimiri tells a story The story that is already in our head. A story we all carry through the adventures we’ve had and the sweetest memories of first snows and marshmallow Thursdaysd. Nothing is ever really lost to us as long as we remember it. “Remember to always wear your invisible crown”
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“KIDNESS IS L I K E S N OW. IT BEAUTIFIES EVERYTHING IT COVERS”.
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KERTI PAHK
THE DESIGNER
KERTI PAHK Kerti Pahk sees her designs as the fairy tale gowns for everyday wear. She loves clothing that underlines and emphasize the beauty of a woman, and this fondness of feminine details is showcased in all pieces of her collection. The “Brightness� series, seethrough top and lacy skirt perfectly reflect her vision in design. She likes to add her illustrations on the clothes. Simple, mysterious drawings or fairytalish items, like crowns on the dresses.
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The pieces are delicate and soft to touch, made with the highest quality fabric and incorporating carefully ruched lace details or vivid colors with drawings.customer and improve engagement through the communication.
Kerti is not a huge fan of the mainstream definition of ‘chic’ that comprises of simple lines and clean shapes. She is not afraid to express her view on the current high street trend ruling the market. The massdesigned and mass-produced ‘uniform’ worn by the most can be seen as stylish and modern by some, but it is a bit boring and lacks individuality to her.
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Kerti has founded her company after graduation from the university. Creating collection in the concept of fairytales Estonian girl gives modern women an opportunity to bring a little bit of dream and fairy tale to their lives. Signature prints and unique silhouettes of Kerti Pahk’s creations are becoming widely popular among Estonian social elite and celebrities. Thanks to her talent and vision Kerti Pahk is herself an example of fashionista and deeply creative person for many women and was awarded for her creative success by fashion shows and magazines several times.
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ACNE STUDIOS
HER INSP I R AT I O N
INSPIRATION A CNE S T UD IO S COMMUNICATION
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ACNE STUDIOS Acne Studios is a Swedish based fashion company with a global reach. Seeing that Acne Studios strategies will suit Sirimiri’s communication plans, It has taken as an example to improve the project and the brand awareness.
Below the line advertising examples: PR - Bloggers, editorials Internet - twitter, facebook, instagram Events - fashion shows, client shows Media cooperation - editorials Brand communication - packaging and branding
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THE BRIGHT NESS OF WIN TER
CONCEPT
MO ODBOARD CO L L E CT IO N
BRIGHTNESS OF WINTER
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THE COLLECTION The look of the collection would be clean, fluffy, feminine, delicate. It will show the customers the outcome of a new view from the brand’s communication. This approach includes futuristic aspect as well sweetest memories and nostalgic touch. The collection is feminine, elegant & out of box. The goal is to create a “ story” that will inspire to dream & always “remember to wear your invisible crown” .
THE OBJECTIVES Attract already existing customers as well as gaining new customers by offering them unique experience and new view of the brand. That will hopefully increase brand awareness which is the main objective. Strategy will bring the brand closer to the customer and improve engagement through the communication.
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PHOTO SHOOT
EDITORIAL
P HOTO G R A P H E R
RICCARDO LA VALLE M I L A N
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MODELS Models should be with really white skin and hair, because we want to represent winter on the photoshoot, we want to show whitout explanation, the things that we feel and think about “Brightness of winter� by Sirimiri. Makeup will be soft, one color, no blush, no lipstick, the principal will be the clothes and the escence. The style of the editorial would be in white and neutral colour palette. Clothes would have some paintings of the designers works. including quotes and symbols of Estonia. This time Sirimiri will present itself more stronger and intensive way. The aim is to reflect the life in Estonia as the same time remaining the philosophy of the brand. Models would be different celebrities and known people from Estonia to give the brand more effective communication. They all have unique characteristics and a special talent, which is a trigger which brand would find a coherent line to play with.
Make-up would be natural base and instead of normal make-up there would be actual paint on models face. This will reflect the designers own creations and the beginning of the brand story, which started from the dreamy drawings. Make-up would be in contrast palette to show the stronger side in personality of the Sirimiri. But still showing the national colors of Estonia. Which are blue - black - white
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THE LO C AT I O N Transmitting typical Estonian nature, presenting the quiet, strong, magical vibe, the shoot will be taken place on islands of Estonia . In their wild forests, dreamy, yet cold beaches and winter wonderland fields full of snow.
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One of the Baltic’s most alluring regions, the west coast of Estonia encompasses forest-covered islands, verdant countryside and seaside villages slumbering beneath the shadows of picturesque medieval castles.
Pine forests and juniper groves cover Saaremaa and Hiiumaa, Estonia’s largest islands. Dusty roads loop around them, passing desolate stretches of coastline, with few signs of development aside from 19th-century lighthouses and old wooden windmills – both emblems of the islands. Here you’ll find peaceful settings for hiking, horse riding or simply touring through the countryside in search of hidden stone churches and crumbling fortresses – ruins left behind by pagan Estonian warriors, German knights and Soviet military planners. Saaremaa, the largest and most visited of the islands, boasts spa resorts, a magnificent castle and a pretty ‘capital’ that comes to life during the summer months. It’s also the departure point for the wildlife-rich islands of Vilsandi National Park.
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Since the real engagement with the audience is missing at the moment, the new communication plan will keep the brand values and the uniqueness of the garments, with at the same time creating something totally new, being still in the frames of the brand image.
“I’m a dreamer. I know do little of real life that I can’t help re-living such moments as these in my dreams. “ 26
KARTI PAHK
PAGE L AYO U T For the page layout the editorial will transmit the Estonian dreamy nature by showing the places in form of photography.
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PHOTO SHOOT
LOOKBOOK
LOOKBOOK The pictures of the lookbook should represent the delicacy of the model and the clothes, same kind of models that the editorial one, represent the meaning of the collection with Estonian details.
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THE BRIGHT NESS OF WIN TER
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Photographer: Jeff Elstone Model: Schaefer at Wilhelmina Stylist: Stephanie Niedospial Stylist Assitant: Rhiannon Hartig
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SIRIMIRI WEBSITE
MINISITE
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“REMEMBER TO ALWAYS WEAR YOUR INVISIBLE CROWN”
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ANETT RANDVEE