Alain Mikli Avant Garde Collection - Paulina Varela

“

“

A union between a piece of art and a consumer product, frames to see as well as to be seen.

ALAIN MIKLI designer eyewear brand Based in Paris.

Ins

PAULINA VARELA PUIG Indesign Level 5 Jan 31 2019 Module Code: 5FAMK001

Analysis Strategy Corporate Profile About the Designer Market Position Current Situation Communication Background The Message Target Market Goals Where to look for inspiration What not to do

Editorial Editorial Brief Stylist Photographer Model Casting Make Up and Hair Preparation Art & Model direction

Editorial Preview Catalog Andy Warhol David Bowie Grace Jones JacksonPollock Zaha Hadid Pablo Picasso

side

ALA

ANALYSIS STRATEGY

AIN MIKLI

Corporate Profile Alain Mikli is a designer eyewear brand based in Paris, France. Since 1978, the Alain Mikli French eyewear brand has been synonymous with distinctiveness and provocation, thanks to its unique design and exclusive color combinations.

Alain Mikli since the start has received praise from famous designers and artists such as Jean Paul Gautier, Donna Karen, Elton john, Grace jones and Kanye west.

All which have contributed to the past and future projects of the brand, such as collaborations or plainly by showing their support towards the brand.

The eyewear brand shares a specific vision. To reinforce their style in connection with today’s creative audience.

They align themselves in collaborations with iconic brands, artists, photographers and fashion influencers who share the same vision and help grow their aesthetic.

About the designer The brand was created by the elite Parisian designer Alain Mikli, a sole supporter of the Avant - Garde quickly became an iconic brand throughout the 80’s till today.

SINCE

1978

ALAIN MIKLI

Market Position Alain Mikli is an iconic designer eyewear brand surrounding both optical collections and sun collections. Since their style is totally different from other brands, surrounding both forms and colors, not many eyewear brands serve as competition. Besides, the brand focuses on their aesthetic and how every new collection, piece and collaboration adds to their vision & style.

It was acquired in 2013 by Luxottica Group, an Italian eyewear company worldwide leader in designing, manufacturing and distribution of eyewear. Since the acquisition, Alain Mikli has gained an easier worldwide approach for their consumers. Currently, the brand operates through their 10 store boutiques in Japan, North America and Europe though worldwide wise, solely through the Luxottica Group and any retail surrounding them which are most of the eyewear stores such as Sunglasses Hut and Lens Crafters. The Luxottica group vision is the same as Alain Mikli, guarantee and verify the highest level of quality across its products and overview over the design and manufacturing processes.

uation

Current Sit

s mes and ha designs/fra r a e w ye e eir w n though th ated any ne oration. Eve d hasn’t cre b n lla ra o b c l e erent fu th iff d ss ith cce Currently new styles w e their last su e c c n u si d o rs tr a in ye . Since should been over 4 social media , the brand n ic o n c o ffi ic a tr re d a mes demand an t I want to eyewear fra r this projec crease their fo in , ss to e s c e c m su a fr wear in f their colors and styles of eye a big part o t n n e re e e b iff d ve g a ns h lo Picasso to ction featurin collaboratio painter Pab r a new colle m o fo fr h ts c n is u rt a la e introduce a Avant - Gard homage to r o / n tio ra collabo ha Hadid. architect Za

Communication Background Alain Mikli’s way of communication relies mostly on social media, and their official page (alainmikli.com). Through Instagram and their page they try to portray their Avant – Garde aesthetic by sharing art pieces and bold colors. The brand gets most of their PR by supporters of the brand in magazines and for fashion catwalks. Also, they make official photoshoots for their campaigns all which support their vision & aesthetic.

AVANT Communication Task “The Message”

The launch of the new Alain Mikli eyewear collection in homage to famous and historical supporters of the Avant - Garde such as Pablo Picasso, Henri Matisse, Joan Miro, Jackson Pollock, Andy Warhol, Zaha Hadid, David Bowie, muse Grace Jones and Elton John. Each of these artists and icons will have an eyewear piece that that mimics/features their style without losing the Alain Mikli, glamorous and unique aesthetic. The collection will feature 9 iconic eyewear pieces to celebrate the history of the Avant - Garde artists chosen and in a way show the inspiration surrounding the making of the piece (Piece of art, architectural piece or iconic photo).

Target Market

“

The Alain Mikli personality is profoundly established in workmanship and form, with a solid contact with cutting edge plan reasoning. The brand is an ideal counterpart for the innovative group, for individuals unafraid of communicating a one of a kind identity, and for the individuals who value the estimation of craftsmanship and selected materials.

“Those who want to see as well as those who want to be seen”.

Those who want to see as well as those who want to be seen.

”

n

HOMAGE TO

Launch of the Avant – Garde Collection

tio Launch of the Avant – Garde Collec

Pablo Picasso Henri Matisse Joan Miro Jackson Pollock Andy Warhol Zaha Hadid David Bowie Grace Jones Elton John

The aim of this proposal is to honor Avant – Garde artists while keeping the brand’s identity. The creation of a new collection will increase their customer base in United States and cause global awareness to the brand. Also aim a new target market of not only artists but supporters of the creativity and art as well as those who would like to showcase their identity.

o INSPO

The Alain Mikli personality is profoundly established in workmanship and form, with a solid contact with cutting edge plan reasoning. The brand is an ideal counterpart for the innovative group, for individuals unafraid of communicating a one of a kind identity, and for the individuals who value the estimation of craftsmanship and selected materials.

“Those who want to see as well as those who want to be seen�.

What not to do...

UNIQUE

UNUSUAL

The designs shouldn’t do classical and basic, it should remain with the

both the artists and Alain Mikli share.

ALA

ANALYSIS STRATEGY EDITORIAL

AIN MIKLI

The idea for the editorial of the

background with only one model

collection

photos

in each photo. The photos will

surrounding how the icon who was

revolve around personal fashion

the inspiration of the piece would

close-ups in which the icon can

wear it and how it would look like.

be identified. In addition, a specific

The photos would be taken in a

effect that enlights the bold colors

photography studio with a white

used as well as the eyewear.

is

to

create

SANDY

PO

DY Stylist Famous Costume designer/stylist Sandy Powell will be the stylist for the shooting. She indeed knows how to interpret a character through the clothing and style since working on movies such as Shakespeare in love which she received a nomination for.

OWELL

Alana

O’H Phothography New York based fashion photographer Alana O’Herlihy who is known for her Antonio Lopez inspired like photos and work in Love and V magazine. She will take the hazy like Polaroid images of the glamorous styling and overthe-top scenarios that evoke Lopez’s extravagant milieu which mirrors Alain Mikli’s roots & glamour.

Herlihy

O

M

Models will include Kendall Jenner, Cara Delevinge, Cindy Crawford, Irina Shayk, Iman, Coco Rocha, Georgia May Jagger, Balbara Palvin and Grace jones. All which can depict the character they’re trying to convey.

ODELS

Hair stylist: David Mallet The hair will include ponytails, updows, short cuts and boyish like hair styles.

HAIR &

Make Up artist: Mario Dedivanovic The makeup is going to be bold, with contours and bold lipstick colors.

MAKE UP

Background White Background Location No specific location (Photography Studio)

Art & Model direction

Since the photos are going to be mostly close-ups, it will be over the waist up. The Model will be captured by her profile, and face expressions.

ALA

ANALYSIS STRATEGY EDITORIAL EDITORIAL PREVIEW

AIN MIKLI

ALAIN

MIKLI

T N A AV

E D R GA

ALA

AIN MIKLI PARIS 1978

ALA

ANALYSIS STRATEGY EDITORIAL EDITORIAL PREVIEW CATALOG

AIN MIKLI

ANDY WARHOL American artist, director and producer who was a leading figure in the visual art movement known as pop art.

DAVID BOWIE Leading figure in the music industry and is considered one of the most influential musicians of the 20th century

GRACE JONES Supermodel, singer, songwriter, record producer, and actress. became known for her distinctive androgynous appearance and bold features.

JACKSON POLLOCK American painter and a major figure in the abstract expressionist movement.

JOAN MIRĂ“ Spanish painter, sculptor, and ceramicist born in Barcelona. his work has been interpreted as Surrealism, a sandbox for the subconscious mind, a re-creation of the childlike, and a manifestation of Catalan pride.

ZAHA HADID She was the first woman to receive the Pritzker Architecture Prize, in 2004.

In 2012, she was made a Dame by Elizabeth II for services to architecture, and in 2015 she became the first and only woman to be awarded the Royal Gold Medal from the Royal Institute of British Architects.

PABLO PICASSO Regarded as one of the most influential artists of the 20th century, he is known for co-founding the Cubist movement, the invention of constructed sculpture

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T

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