Adobe In Design MarĂa SanromĂĄ Rubert Fashion marketing and communication Level 5, 2017-2018 5FAMK003C Visual and video techniques CWK1 Nicolas Godon
TABLE OF CONTENT 1
7 OBJECTIVES 8
PHOTOGRAPHY, ART DIRECTION AND RETOUCHING
13 14 PAGE
MODELS, MAKE UP AND HAIR STYLE
Stella McCarteny is an English designer graduated from Central St Martins in 1995. She has a signature profile of sharp tailoring, natural confidence and a sexy feminity.
In 1997, she was appointed the Creative Director of Chloe in Paris and enjoyed a great success during her tenue. Stella McCartney launched her own fashion house and showed her first collection in Paris in October 2001. The designer does not use any leather or fur in her designs. Her collections include women’s and men’s ready-to-wear, accessories, lingerie,eyewear, fragance and kids.
The designer has collaborated with many brands including a sportswear collection with Adidas and a collection for the Olympic Games in 2012.
Stella McCarteny is not only a designer. She is an activist, a woman who is determined to make a change in the world.
“For me, it’s about the basic principles: Sustainability is important as is recycling. Everyone can do simple things to make a difference, and every little bit really does count.” (Stella McCarteny)
As a fashion designer, Stella McCartney has always challenged the way in which things are made, actively turning to innovation in order to operate a global business built on sustainability
MARKET POSITION Stella McCartney is a luxury lifestyle brand that was launched under the designer’s name in partnership with Kering in 2001. Stella’s approach to design emphasises sharp tailoring, natural confidence and sexy femininity. The brand is committed to ethical values, and believes the company is responsible for the resources it uses and the impact it has on the environment. It is therefore constantly exploring innovative ways to become more sustainable, from designing to store practices and product manufacturing.
Now a days, Stella McCarteny operates in 51 freestanding stores in locations and her collections are distributed in 77 countries including Manhattan’s Soho, London’s Mayfair and Brompton Cross, LA’s West Hollywood, Paris’ Palais Royal, Milan, Tokyo, Shanghai and Beijing. Her collections are now distributed in 77 countries through 863 doors including specialty shops, and department stores, as well as shipping to 100 countries online.
The brand challenges and pushes boundaries to make luxurious products in a way that is fit for the world we live in today and the future: beautiful and sustainable. Without compromises.
Stella beleives that fashion relies on people, including those who make clothes, the farmers who grow the crops and her employess and customers. She wants to ensure a positive impact for the people she depends on and those who depen on her in return.
The company is always looking for new ways to be more sustainable as it feels responsible for the resources it uses and the impact its activities have on the planet. This sense of responsibility and forward thinking is present when they design their collections, when they manufacture the clothes and even when they open new stores.
Most recently the designer debuted her first ever menswear collection under her brand label. Stella McCartneyâ€™s commitment to sustainability is evident throughout all her collections and is part of the brandâ€™s ethos to being a responsible, honest, and modern company.
COMMUNICATION BACKGROUND Stella McCartney focuses on both online and offline communication to attract consumers. Like any other fashion brand Stella has a huge social media following on Instagram and counts with a webpage that shows the real brand personality and image. The brand has many ways to communicate and to attract consumers, what stands out more about the brand is the way in which they communicate this sustainability and consciousness through every collection and photoshoot they create. Reagarding advertising, the brand mainly promotes during fashion weeks by inviting press, bloggers and celebrities who provide free advertising for the company. High fashion magazines are a way for consumers to know about the brand and to promote the company.
THE MESSAGE Stella McCartney has always been an advocate of ethical fashion and environmental conservation. Her campaigns, specifically her latest one is a powerful message about the amount of waste produced globally every day and questions what consumers are leaving behind for future generations. Stellaâ€™s message is to conscious about the waste and overconsumption problem.
TARGET MARKET The companyâ€™s target market is aged between 25 and 50 and is usually a women who is responsible, knowledgeable and who has established beliefs that reflect those of Stella McCartney. They are interested in eco friendly materials and sustainable clothing and they tend to be very brand loyal due to the brandâ€™s quality and the company values.
the male sector as the designer has recently created a collection for men. The brand also offers a collection for children but it is mostly focused on women as the designer being one of them understands women and knows wnat to design for them.
The brand mostly focuses on this profile but now is strating to introduce deeply in
OBJECTIVES As Stella McCarteny is a pioneer of sustainability, the new objective for the brand is to create a denim capsule collection as it is one of the most sustainable materials and it can be reusable so this new approach will give the consumer awareness about environmental damage and that something can be fashion and sustainable at the same time. The objective of Stella is to create awarness in the fashion consumer creating a hole sustainable denim collection.
INSPIRATION Stella McCartney will create a collection based on this sustainable and resuable material as it is denim. Besides being an ecofriendly material that follows the values and mission of the brand of creating sutainable products, denim is a completely wearable material and never gets out of style. The inspiration comes from the naturals materials, the reuse of them and the shapes it can take and the things it can transform into, as also is stone, a natural material that can be reshaped and created into something new transforming into art, that is why as an inspiration the designer has concentrated in the Museo Mirรณ building in Barcelona.
EDITORIAL BRIEF As it has been mentioned before, the new Stella McCartney denim collection is a sustainable collection that conscious the public to dress in an ecofriendly way and to be able to wear reusable denim also in a fashionable way. To achieve this, the editorial has a simple and minimal aesthetic, with black and white pictures to give a classic touch to the pictures and to the material used for the designs that is a classic material and also the models used for the editorials are younger and whit a more alternative vibe, what makes the public of Stella expand into a younger target. For this new campaign Stella does not follow any trend but reinvents the classic trend of the denim with an alternative and younger style. The editorial for this new collection is a mixture between young and classic. The young models represent the public that Stella wants to adress to to accomplish the mission of conscious them about the importance of wearing sustainable clothes. The classic is represented by the black and white used for the images that give priority to the classic denim material used and also for the location used for the photoshoot that represents minimal and natural architecture.
Rizzoâ€™s editorial work is renowned for its subtly subverted naturalism. This stylist has worked with industry leading photographers and his work is regularly featured in famous editorial fashion publications, specially in alternative magazines. The stylist has participated in impressive editorial campaigns such as Prada, Miu Miu, Christian Dior, Cos and Calvin Klein. The stylist has never worked before for Stella McCarteny but his campagins transmit that simplicity and naturality that the brand wants for the new editorial. Olivier Rizzo determines to propagate emotions through the visual culture of fashion and he has succeeded in this. He is chic, tasteful, clever and a total perfectionist and also a defensor of sustainability, most of his shooting are in the nature. His campaigns transmit a natural beauty, almost always taking black and white pictures.
MODELS, MAKE UP AND HAIR STYLE MODELS
Aly Ndiane at Red Models & Brionka Halbert at Next Models are the models chosen for the new campaign. They both have a fresh and young image that wants to be given to the brand so they transmit perfectly the objective of the campaign.
MAKE UP STYLIST
Nami started practising the art of make up in Tokyo in 2009. Nami Yoshida finds inspiration through her observations of nature, people, photography and art. Studious and sensitive to her surroundings, these elements can be found in her approach to make up. Balancing the play between the pure and the incarnate. Namiâ€™s work can be found in publications such as another, dazed and confused, I-D and POP.
Shay Ashual works for the company “art parner”; he has a boundless imagination, he has been styling editorials from Harper’s Bazaar, Vogue and LOVE magazine since 2008. He is admired for his technique and his creative vision. He is based in New York and has collaborated in campaigns for Chloe, Calvin Klein and Tommy Hilfiger. His looks erradite naturality and simplicity.
PHOTOGRAPHY, ART DIRECTION AND RETOUCHING
Sean Thomas is an American photographer and film maker that was born and raised in Nebraska but now spends his time between London and New York. He shoots a lot of fashion, editorial and commercial photography. He is as much of a storyteller as he is a photographer. He is known for his energetic and candid photographs that narrate constant exploration of the human condition.
Each one of his stories lie on the pursuit of truth and beauty. Sean has worked with designers as Calvin Klein or Sonia Rykiel and he has also collaborated with Stella McCartney before and he has collaborated with magazines like Self Service, LOVE or Vogue.
Sean will be also retouching all the campaign pictures in black and white, giving them more meaning and narrative. Him and Olivier Rizzo will be the ones leading the art direction of the new editorial, mixing their personal approaches to fashion and combining them into one to create the new fashion editorial.
The location chosen for the editorial is the Museo MirĂł in Barcelona. The objective of the building is to approach art to everyone. Stellaâ€™s objective with this new campaign is to approach sustainability in fashion to everyone, specially for young people. The use of the natural materials in the musuem connect with the necessity of the designer of creating sustainable garments. It is the perfect location as it is a minimal museum that remains the aesthetic of the collection.
The page layout follows a minimal and simple aesthetic. It has a simple design to make the content more visual and pleasant for the consumer.
LOOKBOOK DENIM COLLECTION
Yellow stripe denim jacket 4677 Denim
Yellow stripes denim jean with frontal opening 3792 Denim
zipper flared jean 8539 Denim
zipper coat 6482 Denim
White stripe denim jacket 3791 Denim
Denim bomber jacket 5301 Denim
The home page has a short description of the brand values about sustainability.
In this section of the webpage, we can find a short description of the designer carreer.
The layout of the collection appears as a slideshow to make it more interactive and visual.
A short explanation of the inspiration that the designer had for the new denim collection.
The contact section is for the consumer to be able to contact with the brand.
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LINKS: MINI SITE: https://stellamccartneycollection.wordpress.com/inicio/ ISSUU ACCOUNT: https://issuu.com/maria.sanromarubert ISSUU URL: https://issuu.com/maria.sanromarubert/ docs/id_interactive