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Tom Ford Spring 2014 Fashion Show By: Melissa Johnson, Cynthia Mercado, Bonnie VanSledright, Nandi Anyabwile, Jennifer Reavers and Maddy Thiers,


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Table of contents: Theme of show: 3 Inspiration and mood board: 4 Location outline: 5 Tom Ford bio: 6 Elements of collections: 7 Charity: 8 Target Audience: 9 Invitations/Evite: 10-11 Marketing Plan/Social Media: 12 Press Release: 13 Social media Instagram and Facebook: 14-15 Ad: 16 Calendar: 17-20 Guest List: 21 Guest List Explanation: 22 Timing and Action: 23-25 Budget: 26 Location: 27-28 Location explanation: 29 Floor Plan: 30-31 Staging: 32-33 Seating: 34 Lighting: 35-36 Sound/Music:: 37 Hair and Makeup: 38-40 Model Line up: 41 Run of show: 42


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Show theme and title : “A Fierce Glance into the New Age” We were inspired by the artistic mosaic element to Mr. Ford’s standout pieces. We thought they transported the wearer to a whole new world. The woman wearing the clothing is fierce and not afraid to stand out. Our staging, models, lighting, makeup, hair, and venue all illustrate a strong collection that broke the mode of traditional and went futuristic.


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Mood Board/Inspiration


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The Art Institute Chicago

"Our show will be held in the Modern wing of the Art Institute, which is 202 feet long by 29 feet wide. We will decorate the outside of the museum with black and gold balloons. The models will walk towards the window showing the city. The runway will be two feet tall and 60 feet long by 7 feet wide. The runway will be clear Plexiglas broken glass decorating the sides. Inside the runway will be non-moving spotlights. The logo for Tom Ford and Bridge to Success will be projected on the back wall where the models walk out. Above the runway chandeliers made from shards of glass will hang, giving more light. On each side of the runway will be 75 ghost chairs; there will be three rows of 25 chairs on each side. Celebrities and important guests will be seated in the front rows. Other guests will have the option to purchase the leftover seats in the front row. There will also be an area at the end of the runway for press and photographers. When looking at the runway, the dressing rooms will be on the left side. The DJ booth will be on the landing of the staircase on the left side – the booth will be decorated with glass as well."


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Tom Ford Bio

Tom Ford was born in 1961 in Texas. He began studying at the Paris campus of the Parsons School of Design, but eventually switched to fashion. He became the womenswear designer for Gucci in 1990 and the creative director in 1994. While under Ford’s supervision, the brand’s annual sales increased from $230 million to $3 billion. Since resigning from Gucci in 2005, Ford launched his own fashion brand, which offers menswear, eyewear, and beauty products. He has had many high-impact runway shows, created many lavish flagship stores, done many notoriously risqué ad campaigns, and “has an uncanny way of conveying the same three core themes: sex, power, and divine decadence.” Some like to say he is “fashion’s boldest, most audacious success story ever.” We chose Tom Ford because of the strong collection he designed which was diverse and caught our eyes. The collection was edgy, yet still showcased subtle feminine details in each piece. Ford’s collection offered a lot for us to work.

www.vogue.com/voguepedia/tom_ford


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Key Elements of Tom Ford’s Spring 2014 collection


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Charity

Twenty professional women who wanted to make an impact on poverty and employment in the metropolitan Chicago area founded Bridge to Success in 2006. It is the only workforce development bridge organization of its kind serving both at-risk men and women in the city. The mission of Bridge to Success is to “enhance employment opportunities for at-risk, low-income, noincome men, women, and young adults by providing high-end interview and workplace appropriate clothing, coupled with coaching, to build self-confidence through appearance, interview preparation, and sense of belonging in the workplace.” The non-profit is based in Chicago’s South Loop area housed in a boutique like street level space, offering a full-service shopping experience to each client. The secondary focus of this charity is the operation of a high-end resale boutique, The Bottomline, for the purpose of financial sustainability and the strategic use of donated designer label items and overstocked client clothing. The store is open to anyone and everyone and offers clients to shop for workplace clothing at discounted prices. The tertiary focus of Bridge to Success is to “serve as a transitional jobs employment site for individuals leaving job training programs requiring actual and immediate work experience to enable tem to find permanent employment.” We chose this charity because we wanted the theme of our show to be cohesive with the charity. Bridge to Success strives to empower women in the workforce and our show will do just the same by showcasing fashion to significant women.

www.bridgetosuccess.org


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Target Audience The target audience for our spring 2014 Tom Ford fashion show presentation is successful business women. The Tom Ford collection features skin tight dresses and thigh high lace up boots. All of the pieces are in bold fabrics such as leather or jewel toned mosaic tiles and most of the hemlines are short. Any woman who is going to view our fashion show is confident, strong and loves to stand out. We are seeking to attract the attention of women who are business savvy and have a fun social life. They are in their late twenties and are single or married with a steady income for high fashion pieces. These women have a colorful wardrobes and understand what fits their body whether they are a size zero or a six. We want to introduce these women to Tom Ford because he knows how to dress women’s bodies and has a design aesthetic that is anything but basic. The women we are aiming to reach make enough money to support themselves or their families. They enjoy fashion and in their off time have events and parties where they need fashion forward clothing to dress up. Our audience is not afraid to don a leather dress to the office in the appropriate way with a cardigan thrown over her shoulder and then she can transition it into evening. Tom Ford is an iconic designer that is looking to bring his fashions the trendy social lives of Chicago’s fashion crowd.


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Invitation

The invitation for our fashion show will represent the key elements of our whole production. It will consist of both black and gold font that will include mosaic detailing. With the simplistic silhouettes Tom Ford has shown thru the years, the invitations have no exception. The design is simple as well as elegant which shows a good representation of what the fashion show will be.


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E-Vite


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Marketing plan Our Tom Ford spring 2014 fashion show is going to be marketed through various social media outlets and also through media advertisements. First we created a Facebook group that explains the location and will act as a resource for people to find out time, date and preview photos of the location. We will be able to invite people to this group so it is private and they can also communicate with us if they have questions about attending the event. We also created a Instagram social media page because our target audience is in their twenties and thirties and identity with these types of social outlets. They can easily tag photos of our event while they are attending which will create more buzz for our show and production. We also created an advertisement that will run in Chicago based publications such as CS Magazine and Michigan Avenue Magazine. The advertisement will be a full page and feature a main look from the collection and will act as a preview for the future looks to be seen at the show. Overall we want to market from mostly social media since it is free and we will encourage people to repost and connect their friends to our event.


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Melissa Johnson PR Manager Telephone: 1847-528-2552 Email: melissajusa@ameritech.net

Tom Ford introduces his Spring 2014 women’s collection for release. Tom Ford recently announced that he will be staging his Spring 2014 runway show in Chicago. The runway show is called A Fierce Glance into the New Age. The show will be held at the Art Institute of Chicago in the Modern wing. Designer Tom Ford commented saying he “believes all women should feel stylish and able to show their personality through clothing. My clothing is for the modern woman and speaks to those who have confidence. This show is for anyone interested in an innovative runway presentation that evokes art and fashion”. The event is going to begin at 4pm with a cocktail hour and follow with the fashion show. There will be VIP seating and reserved sections for guests to view the collection. Tom Ford will be in attendance as well as special guests Jay Z and top fashion business woman Ikram Goldman. We are also partnering with Bridge to Success a non for profit in Chicago. They work with at risk low income men and women to provide clothing and job coaching. It is important for these individuals to feel confident in their business attire to obtain the best job possible.


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Social media: Instagram


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Social Media: Facebook


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Marketing: Advertisement


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Planning Calendar

October 2013 Sunday

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Decide date & theme of show

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November 2013 Sunday

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Reserve Venue & select charity

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April 2013 Sunday

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June 2013 Sunday

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29 Plan Merchandise Scenes for show

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July 2013 Sunday

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Review merchandise

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8 Select sound-

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15 Write draft of press release

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22 Design advertisements, invitations, programs, & tickets

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August 2013 Sunday

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Finalize press release

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Finalize advertisements, invitations, & tickets

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19 Mail invitations & send e-vite

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26 Begin social media campaign

Print invitations, programs, and tickets

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Model casting

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September 2013 Sunday

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Distribute press release

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Set choreography & stage details

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Plan seating arrangement

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October 2013 Sunday

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Schedule model fittings

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DAY OF SHOW 18

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Pull & Transfer merchandise

Prepare line-up for show

Model fittings, finalize line-up

Model fittings, Technical runthrough rehearsal

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Model fittings, technical runthrough rehearsal

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Return merchandise, mail thank-you notes

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VIP Guest List Lauren Conrad Mr. & Mrs. Carter Kanye West Tyra Banks Jennifer Lopez Mrs. Obama Anna Wintour Glenda Bailey Jennifer Aniston & Justin Theroux Angelina Jolie Oprah Winfrey Ellen Degeneres & Portia de Rossi Robbie Myers Kimora Lee Simmons Kris Jenner Kelly Cutrone Nicole Richie Emma Watson Kate Moss Coco Rocha Ikram goldman Melissa Gamble Virginia Heaven Nena Ivon Iggy Azalea Brand Pitt Justin Timberlake


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Guest List We had all second and third row seats available for purchase to the public for $650 per ticket. The front row, we filled with celebrity guests and influential industry people, and sold the remainder of the seats to the public for $1000 per ticket. The VIP list was carefully selected, paying attention to the personality and reputation that each invited guest had in the media. We didn’t want a bunch of random celebrities there just to generate attention. The ladies and gentlemen we sent invitations to are classy, strong business people; some with a strong interest in fashion and others with more of an interest in empowered women, which reflects the theme of our show. People such as Oprah Winfrey, Angelina Jolie, Tyra Banks, Kimora Lee Simmons, Anna Wintour, and The First Lady, will all draw media attention, while upholding the idea of the show in relation to our charity.


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Time and action sheet: Contact: Windy City Limousine: 866-949-4639 Driver (David Anthems): 866-876-3517 Trump Tower: 312-588-8000 Designer Handler (Maddy Thiers): 215-694-6796 October 17th

5:30 EST Tom Ford Depart from JFK airport on American Airlines, flight 815

7 pm CST Tom Ford arrival at O’Haire airport

7:20 pm Tom Ford departs airport in town car

7:50 pm TF arrival at Trump Tower, room 1803 October 18th

2 pm Stage company begins set up AI staff sets up tables and chairs in garden

2:30 pm Lighting crew begins set up Volunteers arrive Begin decorating stage, putting cloths on tables, setting up chairs around stage, making gift bags, placing name cards

3 pm DJ arrives, set up booths in modern wing and main entrance Garments, racks and steamers arrive Set up in order with model cards (overseen by professional dresser)

3:30 pm Models arrive Place gift bags on chairs


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Time and action sheet continued:

4 pm Tech rehearsal with DJ and lighting, models in shoes

4:30 pm Beauty team arrives, begin makeup process

4:45 pm TF departs Trump Tower in town car

5 pm Tom Ford arrives at AI

5:30 pm Caterers set up and lay out food

6 pm Cocktail party in garden , food served, bar opens

6:45 pm Bar closes Ask guests to be seated

7 pm SHOW Clean up in garden, move decorations to main entrance/after party

7:30 pm Gather VIP guests and TF, guide them to after party in main entrance Escort other guests towards coat check and doors

7:45 pm Cleanup/break down show space and backstage


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Time and action sheet continued: 8:45 pm Thank guests, end party

9 pm Clean up main entrance DJ break down booths TF departs AI in town car

9:15 pm TF arrival at Trump Tower October 19th

10:30 am TF leaves Trump Tower in town car

11 am TF arrival at O’Haire

12 pm TF departs Chicago on American Airlines, flight 518


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Budget Renting out the Modern Wing: $10,000 Lighting and staging: $7,000 Ghost chairs: $2,250 Catering: $3,000 Security: $2,000 Models: $12,000 Volunteers: $0 Gift bags: $0 Invitations: $5,000 Advertisements: $0 DJ: $3,000 Hair/makeup: $0 Photographers: $2,000 Tom Ford (transportation, hotel, limo, food): $6,500 Glass materials to create staging and lighting: $5,000 Miscellaneous: $5,000

All together: $60,750


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Cocktail locationThe Art Institute of Chicago garden area


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Runway location: The Art Institute of Chicago modern wing


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Runway location: The Art Institute of Chicago modern wing We chose the Art Institute’s Modern wing to hold our show because of the high ceilings, glass walls, wood floors and modern staircases. It’s a simple, spacious, long room that’s idea l for a runway, with smaller adjoining rooms at either end. The window walls allow ample natural light to enter the space, which will be caught in our glass stage and chandeliers, throwing light all around the show in an awesome effect. The Modern wing is adjoining to the Tom and Margot Pritzker Garden, where we will host the cocktail party. This peaceful area with the wooden deck and ivy make the ambiance sophisticated and artsy, thus perfect for the vibe of our show. The location for the VIP after party is the main entrance of the Art Institute. This area is home of an intricate staircase design, which we believe brings interest to the décor. We placed the after party here also because we didn’t want to have a special private event in the same place that all of the guests were in previously that day. The DJ will bring enough equipment to have a booth here and in the modern wing, so that he can promptly move to the next event without setting up all over again.


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Front of house floor plan


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Backstage floor plan


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Staging, Materials and Decor The visual effect of our show stimulates from the glass mosaic theme, derived from several of the pieces in the collection. We wanted all the props and structures to catch and throw light, drawing the eye in every direction. The entire wing where the show is taking place will be enveloped in sparkling, dancing color, turning the room into a live mosaic art work. The top of the runway will be made of clear glass, and spot lights, located underneath, will shine up through the runway. The sides of the stage will be a collage of smaller glass plates, in different shades and opaqueness levels, also bouncing light and adding color to the room. We selected ghost chairs for the audience. They’re completely see-through, and look very chic and retro. While they serve the purpose of adding to the theme, they also add a creative quirkiness to our show. A huge attraction of our show is the chandeliers made of glass chards. They dangle above the room, paralleling the path of the runway. They’re not structured from faceted, clean, neat crystals. They have sharp, jagged pieces in varying sizes. The almost menacing appearance of these fixtures gives the ambiance the edge it needs, and puts the “fierce” into the title of our show.


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Staging, Materials and Decor


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Ambiance Elements:


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Lighting For Tom Ford’s spring 2014 fashion show we wanted the lighting to showcase the beautiful colorful glass pieces we are going to display around the Art Institute of Chicago. The lighting for our stage is going to be underneath the clear plexi glass and will illuminate the models and looks as they are walking. We wanted the runway lighting to be soft and an illustration of our futuristic theme. As our first model walks out the lighting will begin to get brighter and stop as she gets to the end of the stage. It will maintain a steady flow of light and then we will also have chandeliers hanging from above to provide additional light. We will have a row of five chandeliers that will be placed on the beams of the ceiling and will be evenly spaced out. They will be directly above the runway and will hang about fifteen feet down. These chandeliers will be made from shards of colorful glass and we will also have clear glass boxes filled with broken glass and bright lights. We want the audience to be intrigued by the lighting and use it as an artistic piece for our venue.


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Lighting


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Music The music that was chosen for this fashion show represent that strong, bold, sexy vibe that was shown throughout Tom Fords Spring/Summer 2014 collection. The music mix consist of both strong beats as well as slower beats to have an easy transition from one song to another. Their is a variety of performers in the mix that are portrayed as strong individuals who also have a sense of style, which fit perfectly for our special occasion.


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Makeup The clothing in the collection is bold, fresh, and capture the essence of the different facets of a woman. Naturally, we wanted make-up that would reflect that image as well as compliment the collection. We chose to go with a simple natural look; basic corrective work as a base (i.e. contouring, highlighting, and concealing). However, the eye make-up brings the drama! The eye make-up consists of a single strip of dramatic false lashes with a jet-black liner across the top eyelid; gold liquid liner is applied to the lower lash line to make the eyes pop against the bold lashes. This look is universal and will work well with all of the models regardless of complexion or face shape.

Inspiration


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Makeup

Products MAC Gold Liquid Liner MAC Falsies Mascara Ardell False Eyelashes #30 Anastasia Nude Lip Gloss “MOI” MAC Bronzer, Concealer & Foundation


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Hair Continuing along with the same theme as the make-up we chose, the hair style we selected was simple, yet bold. Slicked back hair is chic and effortlessly beautiful. Our focus for styling was to keep as much attention focused on the clothing as possible. Therefore, the hair had to be minimal. This style has to be worn with confidence and it demands an assured sense of swagger from the models. In addition, the style shows off the strong cheekbones and structure of the models’ faces as well. Regardless of hair length or texture, this style will make a bold statement.


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Run of show and models: Tom Ford’s Spring Collection had a total of 36 looks. Sectioning the entire collection into four different categories, we started with very strong eye catching pieces and ended with the most explosive pieces of the collection. The run of show presents a story for the audience. The show is fashioned around the strong and capable woman, therefore the order in which the clothing are in continues with that theme. Mosaics and broken glass are the highlight and visual focal point for the show, so we kept the “best for last” and reserved those pieces for the end of the show. We selected twenty models to walk for our show. The models selected for the show had to meet the following criteria: strong facial features, HT 5’10 and taller, as well as possess a strong fierce walk.


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Run of show looks:

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