“Minimal without being flat, edgy without the gimmicks”
Who? VS GvasaliaGuram
He takes the place of his brother as art director for Vetementsin2019.
Bring fashion’s focus back on clothes.
Vetements do not want to be part of an idea of fashion that is about glamour, the goal is to offer things people can relate to.
Vision
What? Mission
Values TheSubcultureIntegritydarksideIconography
How? Communication The brand communication strategy is entirely digital and relies heavily on user generated content. Events From the beginning the brand has created subversive and counter-current events to promote its collections. Brand Archetypes: The Outlaw Tone of voice: Authentic and Irreverent
With this infamous piece VETEMENTS was able to transform the prosaic into something subversive yet again. In this iteration, his discerning eye has been cast on garments existing in the world at-large.
ss 2016
How?
aw 2017
VETEMENTS created a mysterious event “Dry Cleaner” to present its collection in an unconventional and innovative way.
How?
ss 2017
It was an event which satirically contravened half a dozen arcane regulations of what is supposed to be the correct way for a label to operate. It was a collection made entirely with other brands.
How?
Target
RICH PEOPLE
The average price for one oversized hoodie is around 750€, the goal is to show the somewhat absurd price point that can be reached by a minimal branded garment that isn’t even actually 100% cotton.
Competitors
Perceptual mapping ACCESSIBILITYEXCLUSIVITY AFFORDABLE EXPENSIVE
SWOT strength threatsweaknessopportunites • Young independent brand • Inclusive clothing but exclusive attitude • High quality • Strong identity • Original and unconvantional approach • Subcultures • Brand collaborations • Celebrity endorsment • Limited store availability • High price point • No PR • Investors • Lack of sustainable materials
OUR PROJECT
Our goal
To achieve that we organized:
We want to create an advertising strategy that, staying in line with the personality of the brand, will promote the new collection and it’s interesting values.
Instagramcontent endorsementCelebrity Event
The new Vetements collection takes on generational and cultural changes like Bitcoin millionaires and social media millionaires.
The collection
FW22
Cultural insight
With the new line Vetements wants to talk to new generation, on their uncanny way of making the counterintuitive suddenly look right.
idea In a world where money can be easly made with just a little bit of luck the only thing that will really make you happy is Vetements. What’s more fortune ridden than the lottery? But who needs to win money when you can win #VetementsEasyMoneyVetements.
ConceptCreative
APRIL MAY/JUNE JULY/AUGUST posting for the collection and teasing the event of the eventCelebrities post at the event
Starting
Communication Plan
Collectiononlineavailable 2022
feel?youdoHow feel?youdoHow PHOTOSHOOT Moodboard
PHOTOSHOOT 1.Storyboard Outside the Tobacco store 2. Close up going inside the place 3. Buying a lottery ticket 4. Scratching it
PHOTOSHOOT 5.Storyboard Close up 6. Close up, he wins Vetements! 7. Big check to spend on new Vetements clothes 8. Q: “How do you feel?” A: “I just got lucky...”
Production sheet What: Pop Up store How long: One month Location: 8 big cities Why: to promote the brand and the last collection with an interactive experience. How: Slot machine game EVENT Moodboard
EVENT
Moscow Paris DubaiMexicoNewCityYork
LondonMilan
Khaby Lame Italy, 21
Julia Fox North America, 31
She’s a famous actress with an unconventional artistic past. Recently she became even more known for being Kanye West’s new girlfriend.
He is widely known for raunchy lyrical themes and creative music videos, especially in Russia. His music video “Winaloto” is defined as the most unsettling of all time.
Tommy Cash Estonia, 30
He is a Tik Toker known for his videos in which he silently mocks overly complicated life hack videos. He is the second most-followed.
CELEBRITY ENDORSEMENT
SUMMARY
“In fashion now, you need to take risks to survive.”
