Ralph and Russo Final Major Project Sketchbook

RALPH AND RUSSO FINAL MAJOR PROJECT

E D E N C L A R K1

PROPOSAL The objective of my FMP outcome is to have a final product that represents a different aspect of marketing and design, which in turn are used to promote couture clothing to a specific audience.

My proposed concept is to extend the Ralph and Russo high end luxury brand to incorporate more work wear and every day wear into the range, to appeal to a broader audience.

The reason why I feel this is valid is supported by the idea that women in the modern day aspire to own luxury brands, but would not invest in Ralph and Russo because their ranges are mostly impractical.

I believe having a high end professional range would complement the Ralph and Russo exclusive brand, but promote this brand for a broader audience

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The outcome will be a marketing campaign that presents a clear understanding of how this audience will be reached, with appropriate visual images to support my findings. I will also be creating a Press Package to promote my marketing campaign.

The imagery will all be relevant to the topic and will share a deeper meaning to my FMP. Altogether I will present my findings in a professional format, to support my point of a luxury yet business oriented presentation, as well as keeping to the brands identity.

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BRAND RESEARCH

Ralph and Russo was founded by two co-founders, Tamara Ralph and Michael Russo. From starting the brand back in 2006 in London, Mayfair, they set up their first store in London in 2010, then a second in Paris. The brand has always been very exclusive and for the elite. Even before they were on the catwalk, Ralph and Russo have been creating custom haute couture for the “rich and famous” since day one.

Having Angelina Jolie as one of the early supporters of the brands work, wearing a custom Ralph and Russo gown to her visit to Buckingham Palace when recieving an honorary damehood from the Queen.

Even now, they have two “by appointment only” maisons located in London and Paris for clients who are willing to pay for custom gowns, and numerous store locations all over the world, including a small boutique in Harrods, London.

At the start of the set up of the couture brand it was always popular but expanded when John Caudwell, a British Billionnaire who was behind Phones 4 U, took a 7% stake in the company giving Ralph and Russo a nine figure valuation to grow the business in ways they never expected.

Since then they have expanded to creating clothing for many celebrities, including Phoebe Waller-Bridge who wore a Ralph and Russo two piece suit to the 2020 golden globes, Meghan Markle who was captured wearing a black embroidered Ralph and Russo gown for her engagement portraits.

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her engagment portrait to Prince Harry, and finally creating a custom gown set for Kylie Jenner and daughter Stormi Webster for the Kardashian Annual Christmas Party.

From an exclusive interview with Michael Ralph with ‘Harpers Bazaar’ (Fantasy made real: Bazaar meets Tamara Ralph and Michael Russo) he reveals that “Most of the clients on the line have their own mannequin in the Ralph & Russo atelier – sculpted exactly to their body thanks to 35 different measurements – so that garments can be tailored to their body perfectly without her having to attend a handful of fittings.” Its clear that clients are the main priority within the brand and how they are treated. Having a lot of A-list clients, Ralph and Russo have to tailor to their needs and busy schedules, so investing in tailored mannequins shows they are prepared to go to extraordinary lengths to make the customers life easier.

MICHAEL RUSSO

TAMARA RALPH

37 Years Old •CEO and Co-founder of Ralph and Russo.

•Born in Australia • Was employed as a Banker before he was a fashion designer for Ralph and Russo.

38 Years Old •Creative Director and Co-founder of Ralph and Russo.

•Born in Australia •Graduated from Institute of Design in Melbourne.

•Shes the first female creative director from the UK in nearly 100 years.

•One of the only three female creative directors worldwide eligable to present their collection during Paris Haute Couture Week in 2014.

From her video interview with Sorbet Magazine in 2017 she was asked a series of questions, such as....

- What is one of her proudest moments:

“When she first came down the catwalk” - Who is her favourite celebrity to dress:

“Jennifer Lopez” References: - 40 Under 40 in 2013. Fortune, Retrieved 25th October 2016 - Fantasy made real: Bazaar meets Tamara Ralph and Michael Russo. Harpers Bazaar, Retrieved 19th Jan 2018.

- British Couture comes to Harrods. Vogue UK, Retrieved 25th October 2016.

STO R E LO CATI O N S

DUBAI STORE

For a brand that has not been around for longer than 20 years they have experienced immense growth. From 2015 they opened up their boutique in Harrods and now have stores all over the world, from London to Dubai.

The two maison boutiques are the home of Ralph and Russo, where clients are able to order custom Ralph and Russo gowns.

London was the first ever store which opened up in 2010. It wasnt untill 2014 when the company expanded to Paris to open up to an international audience.

Locations: Europe:

Middle East:

Harrods HARRODS, 1st FLOOR

(SUPERBRANDS), 87 - 135 BROMPTON ROAD, LONDON,

SW1X 7XL, UK

London Maison

40 PARK STREET, MAYFAIR,

LONDON, W1K 2JG, UK USA:

Monte Carlo

Avenue Princesse Alice, One-Monte

Carlo Complex, Monte Carlo,

98000, Monaco

Paris Maison

2nd FLOOR (STRICTLY BY

APPOINTMENT), 29 RUE

FRANCOIS 1er, PARIS, 75008, FRANCE

Doha Unit DD-11, Lagoona Mall, West Bay, Doha, Qatar Dubai Ground Floor 295, The Dubai Mall, New Fashion, Dubai, UAE Miami (COMING SOON) RALPH & RUSSO’S MIAMI STORE, MIAMI’S DESIGN DISTRICT New York (COMING SOON) RALPH & RUSSO’S NEW YORK STORE, 680 MADISON AVENUE, NEW YORK, NY 10065, USA

HARRODS BOUTIQUE, LONDON

LONDON MAISON

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CONSUMER ANALYSIS Ralph and Russo tailor to a high class clientele. They are use to dealing with the upper echelon of celebrity. People who have money to spare on something they will probably only wear once. When they first started out they did not get much recognition from this market, but still catered to high class clients who wore their garments to social event and galas.

Now they are very use to dealing with celebrities such as Angelina Joulie and Beyonce.

There is not a specific generation who are focused on by Ralph and Russo. They have been seen on Hailey Steinfield to Trace EllisRose. Ralph and Russo have a wide design range which can be sexy and sheer to full

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PRODUCT INSIGHT Ralph and Russo first became popular for their embroidered gowns. When they first broke onto the fashion scene they created custom gowns for high class events. Now they have a range of products, from all types of clothing and shoes, to handbags and trainers.

Ralph and Russo products are priced so high that it is very unlikely that they will become luxury designer like brands such as Burberry and Louis Vuitton.

From reading an article in ‘The Fashion Law’ it states that Ralph and Russo, “Do not boast lucrative licence deals for eyewear or fragrances; a whole slew of accessories In more recent years, they have started producing products that clients could wear products made in house, such as small leather on a daily basis such as basic trainers. They goods or logo print tshirts; or third party have also recently released a ready to wear collaborations to boost their botttom lines”.

They are purely focusing on their singular lines collection which is stocked of suit jackets, and not wanting to cheapen the brand to fit coats and everyday clothing items. a wider audience. They are known for being exclusive to the few and their brand image Their accessories line was always popular thrives on it. since they first released. They have incorporated metal decor into the heel of their shoes, which captured the consumers attention. Another example of high profile accessories is a matching clutch bag both being called called ‘The Eden’, which has a distinctive metal handle.

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SOCIAL MEDIA Ralph and Russo have always had a wide following on social media. It has opened up a lot of doors for them to connect to clients and share collections. Their posts show new collections and campaigns which they are running. It has become an artisitc presentation of what they are capable of creating. They also team up with celebrities to create social media posts which is advertised across all channels.

Its become clear that on social media, Ralph and Russo present their couture and ready to wear lines in the same style with only slight differences.

The most recent ready to wear collections are presented on social media with runway images and close up imagery of their accessories. Ralph and Russo also share

certain plain background studio imagery.

Whereas with their couture lines they have a lot more images showing how the garment is made as well as images of celebrities wearing certain garments to a social event.

The differences between these show that they seem to be more active and confident with their couture lines than the ready to wear as the difference of content is very noticeable.

In regards to social media, I would propose that the ready to wear collection was more visible and Street photography was added showing images of women other than models wearing the clothing to create a more mainstream outlook on the brand and how they are perceived.

Followers (as of Feb 2020): PINTEREST: 3.2M

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LINKEDIN: 12K

TWITTER: 40.5K

INSTAGRAM: 2.5 M FACEBOOK: 541K

SWOT ANALYSIS STRENGTHS

OPPORTUNITIES

- A Very Heavy A-list Clientele

- International Brand Coverage

- Production Quality

- Collaborations with other singular brands

- High Social Coverage and Following

- A “world loved� ready to wear collection

- Strong Brand Image

- Economic welfare Improvement

- International Distribution Channels

- Increased interest in luxury goods - New untouched markets and segments

WEAKNESSES

- High priced products meaning they only have one demographic of clients - Lower price by competitors - A limited supply of products - Rising costs of production

THREATS - Competiton and especially regarding lower cost brands - Political and economical effects - Enviromental effects - Market demand - Loss of resources

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HARRODS BOUTIQUE

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All these images are taken by myself of the Ralph and Russos Boutique in Harrods.

The layout and design of the store is very sleek and classic. There is only a limited amount of racks, which suggests that they are very exclusive - most of their clothes are presented on maniquins.

The format does not present as a very shop like atmosphere once you walk in, everything is placed as if its in an exhibition and there is only two staff members to tend to customers.

It’s clear that they reach their consumers on a very high level of luxury, just having the boutique in Harrods alone shows their targeted audience is very high end and wealthy.

Having the layout of the store shown like this is clear that they want to make their customers feel luxurious for example it is unlikely that they can shop off the rack but instead have to sit down and get the clothes brought to them by a member of staff.

FRONT

As you can see from the design it does not have a barcode or any of the products information on the tag, which has always been the purpose of the tag. From this it just seems to me that they are just claiming their clothing. The design is very simple with no graphics, just an embossed goldern Ralph and Russo logo. Obviously due to the brand being very high end, they have no plastic packaging or designs, having everything in thick card and the thread.

The design of their packaging has shown that they are very sleek and simple. This design will influence a lot of inspiration for my press packaging. To keep with the brand identity, I will keep the design very minimal as well as use the signature gold Ralph and Russo gold logo.

BACK

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COMPETITORS Ralph and Russo are a specific brand which is quite hard to replicate. From research I have come to realise they have a strong competition based on couture wear, from brands such as: - Elie Saab - Zuhair Murad - Tony Ward - Ziad Nakad

ELIE SABB

TONY WARD

ELIE SABB

ZUHAIR MURAD

TONY WARD

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ZUHAIR MURAD

Each brand has their own signature style, for example, Elie Saab’s collections are always very bold but neutral and use a lot of beading, compared to Tony Ward who uses a lot of mesh underlay and layering.

Ralph and Russo also use a lot of beading but carry on the tradition of being very modern and versatile.

VICTORIA BECKHAM

VICTORIA BECKHAM

My concept is to change the Ralph and Russo brand identity, subtly, to incorporate professional attire. To support this, I have chosen to look into potential competitors with similar ranges, but at a high end akin to Ralph and Russo, focusing on Professional (Suits and Block Colour) and Comfort based work wear.

The biggest competitor in this category for 2021 Spring Summer ready to wear collection would be Victoria Beckham. The style of this brand is similar to Ralph and Russo, work wear which is comfortable and stylish. I do feel that Victoria Beckham is a lot more sleak and slender. Where as I am trying to project more femininity throughout the collection I am marketing.

Shown beside, Victoria Beckham as the perfect style for work wear with the suit trousers and overall aesthetic. Not only is this a competitor but it will also be inspiration for what the final outcome will look like.

VICTORIA BECKHAM

VICTORIA BECKHAM

My target demographic for this campaign would therefore be: • Top Level Female Professionals or company owners • Wealthy Females who value quality clothing • Monthly disposable income of £2k or more • Age independent, ideally 21-55 upwards

VICTORIA BECKHAM FALL / WINTER 2020/21 RUNWAY SHOW

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READY TO WEAR Ralph and Russo have created their first Ready to wear collection 2017 for for Spring/Summer with a total of 45 looks.

The looks are a lot less formal unlike most of Ralph and Russos collections. They were trying something new to produce a wider audience for their clients. They sent out a press release stating that the price point is a lot more acceptable compared the their couture gowns.

As an example, the current ready to wear range contains a lot of sheer outfit and elegant pieces, but simply making them available off the rack. Whereas this makes the ranges more accessible, the style and price point continues to be impractical for a high end professional buyer.

In the most recent RTW collection they have produced trainers are at the current price point of £520 compared to the £1,650 In my opinion, this 2017 campaign was not known ‘Eden Heel’. a success. The product was aimed at too high end an audience, with pricing and My concept is to amend 4 P’s to support a design still focussed on the haute couture broader appeal to a larger audience: scene. The approach failed to bridge the • Price - create products that support a gap between catwalk and the next tier of £2000-£3000 day outfit buyers and as a result, the brand did not • Product - tone down the design aspect expand. to become more practical • Place - Continue with the focus on high Since then Ralph and Russo have end locations such as London, Paris etc. continued to try to launch a ready to wear • Promotion - Promote this new collection range, but are not gaining a lot of popular within magazines and websites that are traction. They appear to be selling this RTW frequented by professional women, e.g. range to their existing clientele rather than Harpers Bazaar expanding their clientele to the next tier down.

RALPH AND RUSSO

S P R I N G / S U M M E R 2 0 2 0 /21 READY TO WEAR RUNWAY SHOW

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"WE’VE ACHIEVED EVERYTHING WE WANT WITH COUTURE. THIS IS THE NEXT CHALLENGE FOR US" - TAMARA RALPH In my opinion, from looking at the designs created for the Ralph and Russo ready to wear collection they are creating clothing which isn’t very practical. The designs are all more focused on being different than being something wearable daily.

This contrasts with the collection I’m marketing due to my collection using the same colour palette but having more toned down work attire clothing.

I understand that Ralph and Russo have a very clear brand design of creating feminine embroidered clothing with a lot of sheer garments. But with my target market, I feel that Ralph and Russo would create a lot more traction if it was clothing was focused more on what the consumer would wear instead of what works well with the brand.

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C O N V E R SATI O N W ITH TW I N K S From talking to Twinks, I came to realise that I am working for a known couture brand so I have to keep strictly to the brand morals and image. She made it clear that when styling the shoots and even with the presentation that it has to be simple classy and sleek. Something which the brand can associate with, as brands such as this are not known for moving out of their comfort zone. To be a success, I would need to replicate the brand values perfectly, and I have to deep dive into the history and use that to promote my campaign correctly.

MOODBOARD

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The initial inspiration was to fit the perfect working style, but share a bit of comfort as well. I was coined the concept of a ‘celebrity airport outfit’, to elaborate celebrities who know they are going to get photographed will wear a comfortable but stylish outfit to the airport. This is the style im trying to capture.

C O N V E R SATI O N W ITH K E I R O N To start the conversation, I explained my FMP brief and how I wanted to present it.

He was incredibly helpful and made me realise the lengths I will have to go through to get the right pictures for my campaign.

We came to the conclusion that drawing a story board, set list and moodboard will help when asking for rights to shoot in certain locations so we are able to show the exact idea of what is being requested.

It would also enhance my presentation if I was able to complete three different images for my campaign which tailor to Asian, European and American markets.

After getting an overall “good idea�, we progressed to talk about the idea of focusing on one major garment with simpler designed clothing. He recomended an on-camera flash to capture quick Worth looking into: imagery and reduce the control of shadow. - Steven Meisel As well as get a photographer and stylist to - Lucinda Chambers assist on set so I had less pressue on youself.

SHOOT IDEAS ON A TRAIN

IN A TAXI

ON A PLANE

IN AN AIRPORT MOODBOARD

ON A BUS

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T E S T S H O O T (Shoot 1) Concept: The point of this shoot was to work with lighting and different angles. It was purely to practice and work with the different ideas. It was a trial and error shoot.

MODELS:

Devante Marshall

Eden Clark PHOTOGRAPHER:

Leanne Beckingham LOCATION:

Crab, AUB Studio PROPS:

Ralph Lauren Shirts

Simple Stand EQUIPMENT LIST:

Canon 7D Tripod

Black Backdrop and Frame

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SHOOT 2 PREP MOODBOARD COS.COM - AUTUMN / WINTER 2017

COS.COM - SPRING / SUMMER 2017

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LOCATIONS

In each location it will reflect the concept of ‘being on the move’ having women photographed on public transport. As well as on the streets in London. To keep with the brand identity of being very classy, I will be taking into account the social status of the consumers and how they would get around on a daily basis so they can relate to the campaign.

STYLE IDEAS

STREET STYLE - VOGUE.COM (PHIL OH)

In each shoot there will be a change of style. So due to the concept being ‘on the move’ The clothing which will feature will be comfy everyday wear which is smart. I was originally thinking of shirt dresses due to my test shoot. But as a development, I realised it would be a good idea to mix it up and style for more work wear.

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SHOOT 2 PREP P O T E N T I A L L O C AT I O N S

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Georgia Grace Mardon Instagram: @georgiagracemxo Part-time Model

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Aaron Coates Instagram: @aaroncoates Freelance Photographer

MAKE UP ARTIST

PHOTOGRAPHER

MODEL

SHOOT 2 PREP

Hannah Rose Preddy Instagram: @Hannahpreddymua 3rd Year Make Up Student at AUB

SHOOT 2 PREP MAKE UP STYLES

The main focus for my shoot styles is to perceive the models as natural as possible.

This is because my target audience is in the bracket of consumers who aren’t very likely to wear bold outgoing make up. they are typically known for quick, professional make to make them look younger.

This is the reason why my make up artist will be instructed to create looks which are: - Natural Face - Simple Elegant - Plain Face

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STYLES STYLE 1

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STYLE 2

STYLES STYLE 3

STYLE 2

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C O NTACT SHEET

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E V E NT D ETAI LS DATE: September 18th 2020 Due to London Fashion Week always taking place in either Feburary or September I have chosen to place the date in September.

TIME: I propose a start time of 1:00pm, to give the press time to arrive before the runway show, which starts at 1:30pm.

LOCATION: The Runway Show will take place at Somerset House, at the end of Fleet Street which is the media centre of London. The location is perfect for my brand and overall design of my campaign.

The centre of Somerset House is a large open space with water fountains in the centre of the floor. This location would be perfect due to the Ralph and Russo 2021 campaign will be focused on class and style which is reflected all around Somerset House.

To protect attendees against cold and wet weather, I would look to secure a canopy that sits above the fountains, but still allows the fountains to operate.

CONTACT DETAILS: From conducting research into past Runway Invitations I have found the contact details for Ralph and Russo’s team. Both RSVP and Press contact details.

RSVP: rsvp@ralphandrusso.com

+44 (0) 20 8878 5506 PRESS: press@ralphandrusso.com

+44 (0) 20 8878 5399

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Instagram.com - @imprimeriedumarais Chloe Invite

PR E S S PAC KAG E S The press package will be an introduction to the Ralph and Russo Collection which I will be promoting. An invitation to a hypothetical runway show to show off the campaign and styles. Inside the press package will be : - INVITATION - A personalised invitation to the event having the recipients name on it and who it is from.

- LOOK BOOK - An insight into what will feature about the event. Will share all the campaign imagery.

- ITINERARY - Sharing the basic information of the event. For example sharing times and an overall schedule of the day.

- FOLDER - Having an overal explanation of the purpose of the event. Short Synopsis on the inside.

Wallpaper.com - The finest A/W 2017 fashion week invitations

Wallpaper.com - The finest A/W 2017 fashion week invitations

behance.com - Women's SS 2017 Fashion Show invitation | Gucci

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Ralph and Russo French A/W 2017 Invitation (The-dots.com)

The reason for the Ralph and Russo Press Package is to show a creative way of demonstrating my thought process. showing how I am changing the targeted consumers and what perception I think they would buy into.

This will all be presented professionally to show what I expect from a luxury brand.

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E X PLO RATI O N B RAN D I N G D E S I G N FINAL BRAND IDENTITY

LOGO

SPRING / SUMMER 2021

Due to my concept being aimed at branding, I chose to explore different ways of how I could present Ralph and Russo.

LOGO: keeping the logo the same is only necessary as its already been a big part of the branding for years.

From looking into this it’s made me realise that even though I’m focusing on making customers view Ralph and Russo differently I thought it was a better idea to keep the logo and typography the same as its part of the brands culture and identity. It would seem that changing the branding completely would be a bit extreme.

BRANDING

BRANDING: Through a lot of trial and error of different fonts I have also chosen to keep the branding of the name the same. This is also due to the same reason as the logo.

I didn’t want to change the branding to much that it would be unrecognisable, but It was also due to no other fonts looking correct and presenting the same aesthetic and the one already used.

TITLE: Out of a lot of different choices, I’ve come to the conclusion that the third typography was the most suiting. It wasn’t too bold and reflected the brand to be smart at the same time.

RALPH AND RUSSO RALPH AND RUSSO RALPH AND RUSSO RALPH AND RUSSO RALPH AND RUSSO

SPRING / SUMMER 2021 READY TO WEAR SPRING / SUMMER 2021 READY TO WEAR TITLE

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E X PLO RATI O N PR E S S PAC KAG E D E S I G N Front

SKETCH 2

SKETCH1

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SKETCH 3

BACK

SKETCH 2

SKETCH1

SKETCH 3

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INSIDE

SKETCH 2

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SKETCH1

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OUTSIDE

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SKETCH 3

Bus a simaior atem fuga. Puda ducias ipientia int, offictem cuEnihitatqui ne des andae voloruptat hicatinum autatet venducilicid etur sant verio. AxOmnis nobis vid est, quis deriatis nonsed quidenis molesec testibeati cor re nonsequid quis voluptatque volenitis ut adita idelente eum iur? Qui remperum illabor porpor moluptas et aut eoste ni que et andebis exeror a dolorum quam quas que odia ex et lantoria dendae maximpore sit aut et quiscienim fuga. Beatior epudaer eniscilita quam fugit, sectatianita non por ad mo dit ut atem seque cum facescia consequo blat am vit erum idem vitia dolorru mquodi cor repellat esci omnimol uptatur, simolorro temodi dolorerrum volorum atia voluptium aut quatquibusam acestEbussulium se conum te, iu in veniurbi sent? Andum prario horsultoraed con sa nimortertem mor haedius M. Veroraria rei publium mo mus, vitu manum opoporur, Cast isullabemei pre, oriondis acerit de ilibus es finculium mena ipsensula patifes ca porum adhucis, non nortum aucibenatur hiliam esil hi, esid re idem aderferum publinum iacenterem modie factuam andam in vis Maridessum. Iculvivemus, quium pratum orave, obseneq uonsimi llesulu demus, quam cut L. Horeste iaetilis firtiusa viritri ocaedeo ruriaet, ve, mus, ur int. Sp. Servivenat, ut gra conductum pos vicerce remuro vir ur, con sa te te iu ina, cotimium in ta notaris est auc tribunum dic tus.

Me adhussis parbem moltus se, audempl icepopu blicerissi pere aperei imiliconinum ad iae crio arehenequeme orissulicae confiri oritis. Elicapernum invehen timpopo poenatidicae audet qui public terbite nonu et inatia vivastra sul vereis publicidem quo elum abenside erebemussa tum mentu iam re culatum facrit? Fauder hostereoris, sentili cienatu simurem, vastore, omanum morat C. Valici finatus et omnost perfectum sua ne fenius, non duconiurs egilnessilia senemultod dum que ne moverdis bontem iaet dem vit; nestra intemora nonsit is con sperum dio essisse porum ego utuam no. Ad dit, et, noste convestarit virmis, diis sendam et; nostrac viriten atilnemussa vides vilicaturs cripior aucii teremqua

Ralph and Russo Bag Design 46

Sketch 3 was the final chosern blueprint.

It works well with the brand because its very classic but has features which will capture the attention of the audience.

It also relates to Ralph and Russo’s past collections, for example the overlap of the pointed effect on the title page is a chosern design from the classic ‘Eden’ clutch bag as it also has a simleour design. Finally this design has shown to be superior because of the organisation of the inside and how everything included in the press package has a place.

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T E X T U R E E X P LO R A T I O N When designing the press package, I debated a lot about the texture of the folder/envelope. I wanted to make sure the contents of the press package was secure as well as protected from any damage caused to the outer shell. As well as making sure the design fits well with the concept and brand morals. In the end, I chose to create a folder in the same texture (350GSM) as the contents of the packaging to have the press package all relatively the same design.

There is still a slight change of design on the inside of the folder as I will be using an envelope and sleeve which is vellum paper.

This design aspect was chosen because vellum paper is a tinted transparent style so the consumer would be able to see through to the contents of the package.

From retrieving different texture packs from external printers. I have concluded that the Ralph and Russo Press Package will be on 350GSM Matte paper with gold foiling for the detail. I came to this conclusion by looking at the different examples shown to me, these examples all represented different styles and designs which didn’t work very well with my simplistic design.

Even though there were many different variables which I explored I wanted to make sure that the texture and paper type was right for what I was hoping to perceive.

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It wasn’t until I came across the gold foiling design that I knew exactly what I wanted.

The colour and style of the paper choice worked hand in hand with my design concept. As well the texture of the gold paper created a perfect finish for my press package which made the draft outcomes look professional.

All the textures were supplied by online printers: GF Smith (gfsmith.com) GMUND (GMUND.com) Printed (Printed.com) Copyplus (Copyplus.com)

TEXTURE EXPERIMENT

These texture experiments were all about testing the different ways of presenting the press package and other features within my FMP. For example, when I first started this project I was going to create my press package to open up landscape than portrait shown from the images below. Only to change to portrait because it worked better with the concept and design features inside.

Foiling has always been a textured feature used to project luxury. Ralph and Russo have used it occasionally with their past marketing opportunities and it has worked well. I have chosen to incorporate the foiling effect in with my design because it’s a feature which is simple but stands out which is the overall concept of my design.

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2D SKETCH

INVITE

Have a great pleasure in welcoming

To the Spring / Summer 2021 Ready to wear Runway Show

September 18th 2020 1:00pm - 3:00pm

Summerset House Strand, London WC2R 1LA

lama@ralphandrusso.com +44 (0) 795 142 3970

105mm x 70mm

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Dress Code: Glamour Chic

SPRING / SUMMER 2021

ITINERARY

ITINERARY

18th September 2020 1:00pm - 3:00pm

1:00pm

Red Carpet Photograph, Cocktails

1:30pm

Runway Show Starts.

2:30pm

Runway Show Finishes, Tamara Ralph And Michael Russo Final Walk

2:40pm

Final Runway Photos, Press Interviews,

3:00pm

Event Closure

65mm x 165mm

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2D SKETCH LOOK BOOK

COLLECTION SPRING / SUMMER 2021

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Projecting a classic aesthetic, comfort and beauty, the Ralph and Russo 2021 Spring /summer collection will share a lot of stylish qualities for the women of today. In Ralph and Russo vault of collections they all share different themes and desires which is the reason the 2021 collection shares such different qualities to past years.

S/S 2021 is all about accommodating to ‘women on the move’. Any and all women who are wanting style and comfort while going about their day.

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2D SKETCH FOLDER

Gold foiling

Glue Tab

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2D SKETCH FOLDER

Envelope will hold the Invitation

The envelope will be placed here.

Right side will be folded in to create a folder to hold the Itinerary.

Small tab of Vellum paper will be placed on the outer side of the folder to hold the look book.

Vellum Paper

Glue Tab

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