Adobe Indesign Maison AlaĂ?a Lisa Salvans Palmqvist BA Fashion marketing & communication, Level 5, 2020-2021 5FAMK003C Visual and video techniques CWK1 Nicolas Godon
1
ABOUT THE MAISON
2
CONTENTS ANALYSIS 4-16
CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BACKGROUND THE MESSAGE TARGET MARKET GOALS INSPIRATION WHAT NOT TO DO
EDITORIAL 18-27
EDITORIAL BRIEF STYLIST MODEL MAKE-UP AND HAIRSTYLE PREPARATION POST SHOOT; PROCESS, RETOUCH & PAGE LAYOUT
LOOKBOOK 28-31 WEBSITE 32-35 BIBLIOGRAPHY 36-37
3
BRAND ANALYSIS
CORPORATE PROFILE
Maison Alaïa is a well establish fashion luxury brand and was founded by the Tunisian couturier Azzedine Alaïa in Paris in 1979. Maison Couture was founded in 1964 meanwhile the Ready-To-Wear was founded in 1982. The house became and still is today a symbol of creativity and freedom. Azzedine Alaïa understood the female body and focused on moulding the female form on classical silhouettes, designing around
the women’s body and never losing shape of how his work would look on a woman – fit and flare shapes and nipped-in waists are it’s key signatures. Got inspired from drawings of the ancient amazons and sculpted the work himself as to a Rodin level of craftsmanship. Azzedine rejected the traditional fashion show schedule and showed his collections and creations in his own pace.
4
Moreover he was one of the first designers to invent the concept of what we now today as the super model. It was at his intimate, exclusive shows in the mid 80s that the concept was born and where the press saw all these powerful-looking women together. He looked after supers such as Veronica Webb, Stephanie Seymour and Naomi Campbell like a father. In fact, Campbell still calls him ‘papa’. Cindy Crawford, Claudia Schiffer, Yasmin Le Bon, Christy Turlington and Eva Herzigova were all regulars at his shows, his clothes giving them a commanding presence. These models would cancel other bookings to be part of his shows and the way they looked in his clothes, beautiful and empowered, arguably was an effective branding tool in attracting other jobs.
Maison Alaïa is remarkable for the classic style and elegance, unique quality of design and craftsmanship and for the production of discreet luxury. The company markets a wide range of women’s collections both haute couture and ready-to-wear products such as handbags, perfume, jewellery, accessories and clothes.
5
MARKET POSITION Maison AlaĂŻa is a well established fashion luxury brand, very well known for both their couture house and the ready-to-wear collections. The company is relying on the heritage of its founder and is perceived by their unique, elegant, feminine body-con silhouette and luxury designs. The direct competitors to Maison AlaĂŻa are doing much better regarding visual communication and have more interaction and engagement on social media as they are focusing on transforming and bringing closer the high end brands to a more street style focus and by so becoming more accessible to the younger target. Balencaiga, Prada, Versace, Louis Vuitton and Gucci are the main brands which are currently bringing the high end fashion brands closer to the younger target without sacrificing their exclusivity. These brands are also very well known communication wise, including loads of storytelling and sharing constantly content on their social media platforms.
CURRENT SITUATION
6
Maison Ala誰a is remarkable by their unique quality of design and craftsmanship and the extreme elegance in each piece designed for women. It is present in 45 stores located across Asia, America, Europe and Middle East. What Maison Ala誰a is currently lacking off is awareness and visibility. Communication wise the brand does not have so much engagement or interaction with consumers on their social media platforms. The current market and consumers are looking for a young, fun and fashionable style; extreme and elegant but in a casual way and focused on lifestyle and street.
The aim to become a more accessible brand by maintaining the current status of Maison Ala誰a but presenting a new approach, reinvent the fashion house by creating a camp gain which will bring back the history and heritage of Maison Ala誰a but including what the current consumer is looking for; street style touch, so as to both attract the current target and consumer of the brand and to connect and widen towards the younger generation.
7
COMMUNICATION BACKGROUND The fashion luxury house has debuted on the runway since 1988, but showing the collections at his own pace, Communication and ad campaigns of the brand focus on minimalistic style, black and white are the prime colours used, and the models stand straight with a bold attitude. The elegance and sophisticated touch of the brand’s aesthetics are totally appreciated in every image. Alaïa’s communication tactics over the years pay homage to contemporary events at the time. Examples such as in 1989 the designer created a tri-colour robes in homage to the 200th anniversary of the French Revolution and the A/W collection in 1991 was a homage to the panther print.
8
Exhibitions and collaborations with artists and brands is also among the main communication tactics of Maison Alaïa. The most recent and current exhibition ‘Sculptors of shape’ in Paris is a celebration of the work of both Azzedine Alaïa and Cristobal Balenciaga which feautres each other for the first time.
9
THE MESSAGE The main communication task is to present a new and younger approach of the brand based on a more street style and street wear fashion and modern feel, adapting the brand to what the market currently demands. Bring the brand closer to the current target and focusing to reach the younger and millenial target, as to become more accessible but without loosing the current standard of the brand. Combine the brand’s elegance and classic style with a modern twist which will give a bolder and cooler feel of Maison Alaïa. Creating an editorial that talks about and shows their history and main core values as a brand but with a street style point of view in order to communicate a new storytelling in which the brand's core values are seen mixed with the current modern touch. Consumers should feel how the brand’s new approach and focus on becoming more accessible but without losing it’s current high end fashion brand standard. Enhance the brand’s history and roots mixed with a modern and tough street style to attract both current and new target. Remind the consumers what Maison Alaïa was and is and the new approach to show how the brand is also able to reinvent themselves and widen towards more consumers.
10
11
TARGET MARKET The aim for this project is to conserve the current target of Maisons AlaĂŻa; the high class feminine women aged around 30-50, but with the main focus on retargeting towards the millenial generation; young adults aged between early 20 to 30. Young, empowered and independent women who have a stable job with a high position within the company with high income. Busy women who live in big cities mainly in Europe and North America, and enjoys fashion; have a fun, fashionable and street but still elegant style. Busy schedule on a daily basis with hectic jobs. Enjoys socialising and meeting new people as to build great social network. At the same time these young women follow a healthy and active lifestyle and takes care of their health.
12
GOAL
The main goal with this communication plan for the brand’s upcoming collection is to improve the overall visibility and awareness of the brand, gain more influence and generate more engagement with the new target on social media as well as to approach the brand towards the younger generation. To maintain the brand’s current aesthetic and heritage but bring it up to date so the young target feel conected and powerful with the brand, based and focused on streetwear. Revive the brand’s essence and core aesthetics together with a new perspective and approximate it to the younger target.
13
INSPIRATION To be able to portray the brand’s history and roots, the main source of inspiration will be Paris as it is the city in which Maison Alaïa was founded. Use references of classic architechture in the french city as well as street lifestyle. Focus on minimalistic colours such as black and white and simple layout with short and bold text but many visuals and images to maintain the brand’s aesthetics. The overall feel and look is to be able to communicate a new and cool approach of the brand which has not been seen before, bolder, sexy but yet elegant. Empower and embrace feminity in a natural way. Bold attitude to show that Maison Alaïa is also accessible to the younger and millenial target.
14
15
WHAT NOT TO DO Do not use many explosive colours or large amount of text. Follow a simple and minimal aesthetic with a monochrome tone. No boring pose and image of the models. Do not want to create the chic and classic style.
16
17
EDITORIA
Revive Maison Alaïa’s core aesthetics and history twisted with a modern and street style approach to reach the younger and
millennial generation. The images should inspire all women to feel empowered and give a younger, cooler and bolder but still classic aesthetic to the brand.
STYLIST
The selected stylist for the project is Alex White, based in New York and is represented worldwide by Streeters Agency. She is one of the most influential stylists in the fashion industry and has styled shoots for many top fashion magazines and renowned brands and photographers. Her capacity to understand and adapt in the best way what the client or brand aims to portray in the shootings is what has made her so iconic. info@alexwhiteedits.com
18
AL BRIEF
MODELS
The model casting will consist of Naomi Campbell and Kaia Gerber. The perfect combination to portray the brand’s heritage and the millennial approach. Naomi has been and still is very close to Maison Alaïa. Has appeared in shootings and runways for many years and had a very good and friendly
relationship
with
Azzedine Alaïa before he passed away. Kaia Gerber, daughter to Cindy Crawford who was very influential supermodels in the 90’s, has a lot of influence among the younger generation and is very active on social media.
19
HAIR & MAKE UP The make-up will have a natural feeling but with strong focus on the eyes; glitter eyeshadow and black eyeliner. The hair will be straight. The main idea is to focus on the whole scenario and the attitude of the models. Laura Parsons is a London based make up artist who is very recognised by her capability to create natural ‘no make-up’ make-up to extreme and bold make-up.
20
PHOTOGRAPHER Chris Colls born in Australia but currently based in New York City will take the wheel in this project. He is recognised by the way he captures close and real relationships with his subjects as well as how he combines photography, art and architecture in each image. The aesthetic of his shoots are mainly very simple and minimalistic combining black, grey and white colours, but at the same time embraces feminity in a very bold and sexy way. Also important to shot and to show the product in a clear, visual, creative and attractive way.
21
PREPARATION The team and the models will travel to Paris as the photoshoot will take place in the streets of Paris; in the neighbourhood of Montmartre, an artistic, modern and yet still conserves a lot of history. The photoshoot will last 3 days and it will be an early call for the shooting - the team involved will be on set at 6am to make sure everything is ready, and the models must arrive at 7am. Shooting will start at 10 to make use of the natural daylight and as for the weather we believe it will be cloudy. This will match the feeling we want the editorial idea to portray; a classy Paris bringing together the heritage of the brand and the modern&street style touch. The entire team will be living in the same hotel and food and water will be available along the shooting. It is expected to be a three day tough and intense photoshoot but fun at the same time. The team should be very motivated to bring out the best of the idea of the editorial.
22
POST SHOOT PROCESS, RETOUCH & PAGE LAYOUT The pictures will be shot with a digital high quality camera and retouched in both black and white as well as in colours but with little saturation. Neutral and soft colours, not explosive, and the shooting will consist of portraits and full-length images as we want the Parisian scenario to be visible and a good looking and bold and sexy pose of the models with the brand’s products. The desired layout will follow a minimalistic and simple approach; combining black and white.
23
Models - Naomi C ber
Photographer - Ch
24
Fashion editor/styl
Make up & hair - L
EDITORIAL PREVIEW
Campbell & Kaia Ger-
hris Colls
list - Alex White
Laura Parsons
25
26
27
LOOKB The lookbook will be shot indoors in a studio located in Paris. It will have a glance of natural light coming from the windows and the background will be simple, but with a new, cooler and fun twist. It will not be a traditional kind of shooting and showing of the products. The models will not be standing straight and boring but will play around with space and the products in a more fun and attractive way. The following images are a clear example of what the lookbook should look like.
28
BOOK
29
30
31
THE MI The main function of the minisite is to get the target more connected and engaged to the brand, and to show customers how Maison AlaĂŻa can also be worn as casual and more streetwear style approach. We want the campaign traffic to stay in our profile and website, to feel inspired and to access the website as their main platform when looking for inspiration. The content within the minisite will deliver customers information about the legacy of the brand as well as current stories and news of the company. It will also include a section in which current influential people within the fashion industry will style the products of the current and available collection free to their personal style and share it with the customers. In this way it will engage and bring closer the brand to the younger and millennial target, by becoming more accessible. https://alaiastreet.wordpress.com
32
INISITE
33
34
35
BIBLIOGRAPHY
Azzedine Alaïa | Women’s Designer Clothing | ALAÏA SE. 2020. Azzedine Alaïa | Women’s Designer Clothing | ALAÏA SE. [online] Available at: <https://www.maison-alaia.com/se> [Accessed 28 October 2020]. Art Partner. 2020. Vogue Italia - Art Partner. [online] Available at: <https://www.artpartner.com/artists/film-print/zoe-ghertner/archive/story/vogue-italia-bella-vera/> [Accessed 27 November 2020]. Associates, S., 2020. Chris Colls. [online] Serlinassociates. com. Available at: <http://serlinassociates.com/artists/chriscolls/biography/> [Accessed 2 December 2020]. Alex White Edits. 2020. About — Alex White Edits. [online] Available at: <http://www.alexwhiteedits.com/about> [Accessed 2 December 2020]. Fondation Azzedine Alaïa. 2020. Https://Www.Instagram. Com/Fondationazzedinealaia/. [online] Available at: <https:// www.instagram.com/fondationazzedinealaia/> [Accessed 12 December 2020]. Harper’s BAZAAR. 2018. 6 Ways Azzedine Alaïa Changed The Fashion Landscape As We Know It. [online] Available at: <https://www.harpersbazaar.com/uk/fashion/fashion-news/ a13800534/6-ways-azzedine-alaia-changed-the-fashionlandscape-as-we-know-it/> [Accessed 29 October 2020]. https://www.instagram.com/fashiiongonerouge/. 2020. Fashiiongonerouge. [online] Available at: <https://www.instagram.com/p/CIuzuYnl19-/> [Accessed 12 December 2020]. Minimal. / Visual. 2020. Hailey Bieber By Zoey Grossman For Vogue India August 2020 - Fashion Editorials - Minimal. / Visual.. [online] Available at: <https://fashionfav.com/magazine-editorials/hailey-bieber-zoey-grossman-vogue-india/>
36
[Accessed 4 December 2020]. MODELS.com. 2020. Chris Colls - Photographer. [online] Available at: <https://models.com/people/chris-colls> [Accessed 7 December 2020]. MODELS.com. 2020. Lauren Parsons - Makeup Artist. [online] Available at: <https://models.com/people/lauren-parsons> [Accessed 4 December 2020]. Nast, C., 2020. Alaïa News, Collections, Fashion Shows, Fashion Week Reviews, And More. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/designer/azzedine-alaia> [Accessed 6 November 2020]. Unsplash.com. 2020. Photo By Giuseppe Mondì On Unsplash. [online] Available at: <https://unsplash.com/photos/ dTDLVlVDic4> [Accessed 7 December 2020]. W Magazine | Women’s Fashion & Celebrity News. 2020. Kaia Gerber Shot Her Own Perfume Ad In Lockdown (And In A Cast). [online] Available at: <https://www.wmagazine.com/ story/kaia-gerber-cast-perfume-ad/> [Accessed 7 December 2020].
37