Balenciaga System Failure S/S 19

TAY L O R M E W

EMMA HABERL

JULIANNA TONEY

BRITNEE HOPKINS

SYSTEM FAILURE

FA S M 4 0 0

PROFESSOR MARY ALONSO

S U S TA I N A B L E B A G S F O R S P R I N G / S U M M E R 2 0 1 9

T A B L E O F C O N T E N T S

BRAND INFORMATION STATEMENT MOOD BOARD TARGET MARKET PRODUCTION PRODUCT LINE MEDIA BUYS

• LUXURY FASHION HOUSE FOUNDED IN 1917 IN SPAIN • FOUNDED BY CRISTOBAL BALENCIAGA • OWNED BY KERING • 6.2 BILLION IN 2017 • CREATIVE DIRECTOR: DEMNA GVASALIA • KNOWN FOR READYTO-WEAR APPAREL, ACCESSORIES, AND SHOES FOR MEN AND WOMEN

S T O R E L O C AT I O N S

CAN ALSO BE FOUND AT: www.balenciaga.com NEIMAN MARCUS, NORDSTROM, BARNEYS, HARRODS, SAKS FIFTHS AVE, SSENSE, ETC.

CONCEPT FASHION JUMPS TO THE YEAR 2199, WHERE ALL PRODUCTS ARE NOW ECO-FRIENDLY. A GLITCH IN THE MATRIX CREATES THIS FASHION A REALITY IN 2019.

S TAT E M E N T WE KNOW THAT MOST SUSTAINABLE FASHION LOOKS SIMILAR. EARTH TONES, NUETRAL COLORS AND MINIMALISM DOMINATE THE ETHICAL FASHION MARKET. IF ETHICAL FASHION IS MORE ABOUT HOW SOMETHING IS MADE THAN ITS AESTHETIC, THEN WHY IS THERE SUCH A SPECIFIC LOOK SO OFTEN ASSOCIATED WITH IT? OUR CONSUMER WANTS FASHION THAT BREAKS THE STEREOTYPE OF WHAT SUSTAINABLE FASHION CAN BE. SO IN ORDER TO BREAK THIS STEREOTYPE WE ARE DISTRUPTING THE ETHICAL FASHION MARKET BY CREATING INNOVATIVE ACCESSORIES FOR BALENCIAGA THAT DON’T COMPROMISE CONSUMER ETHICS.

TA R G E T M A R K E T R E S E A R C H 18 TO 55 YEAR OLDS MALE AND FEMALE COLLEGE EDUCATED HAVE HIGH SELF WORTH AND SOCIAL STATUS THEY ARE INNOVATORS AND EXPERIENCERS FASHION CONSCIOUS PEOPLE WHO WANT DISTINCTIVE PRODUCTS THEY TARGET TO THE HIGH INCOME BRACKETS THROUGH ADVERTISEMENTS IN THE NEW YORK TIMES STYLE SECTION AND ADVERTISE USING MORE AFFORDABLE PRODUCTS IN MAGAZINES LIKE COSMO OR SPORTS ILLUSTRATED

CUSTOMER PROFILE JENNIFER KINGSLEY AGE: 35 RELATIONSHIP STATUS: MARRIED LOCATION: BOCA RATON OCCUPATION: SENIOR BUSINESS DEVELOPMENT ASSOCIATE AT CATALUS SALARY:$200,000 BUYING BEHAVIORS: SHOPS HIGH END BRANDS FOR STATUS LOVES ETHICAL SKINCARE SHOPS BRANDS LIKE REFORMATION, OLDER BROTHER, WHOLE FOODS AND TRADER JOES

PRODUCTION

H A I R A N D M A K E U P I N S P I R AT I O N

S T Y L I N G I N S P I R AT I O N

TA L E N T

MORGAN WILLOUGHBY EMILY MCRAE JAMIR WHITE YOONJI CHOO

CREDITS

JULIANNA TONEY .... PRODUCT DESIGNER EMMA HABERL ........ HEAD OF VISUALS TAYLOR MEW ............ ART DIRECTOR BRITNEE HOPKINS ............ STYLIST VERONICA GERMANO ...... PHOTOGRAPHER ERIC HOLMES ........... VIDEOGRAPHER IVANA SMITH ................. EDITOR

STO RY B OA R D S BALENCIAGA S/S 19 SYSTEM FAILURE The current year is displayed: 2199, but it starts to glitch and go backwards until it reaches 2019

A GLITCH IN THE S Y STEM HAS MADE ALL PRODUCTS SUST AINABL A glitch in the simulation has made all

rem ipsum dolor products sustainable..

Will it last? ...

Will it last?

L O C AT I O N

P R O D U C T I O N O F T H E B AG S

BTS IN THE STUDIO

B T S O N L O C AT I O N

PRODUCT LINE

MEDIA BUYS

WEB BANNER

SYSTEM FAILURE SUSTAINABLE LINE AVAILABLE NOW!

SYSTEM FAILURE