Brand Me - Case Study Comp 2

Brand Me Component Two

By Ruby Clegg

Sophistication

New Feminism

Androgynous

What Brands?

From my given words Im going to be putting two different brands in a table that are related back to my given words

stylingcomestoplay withdsquared2andtheir messageofstorytelling, thebrandsvocalare manydifferentpolitcial standardsintheir fashion.

fur,contrast, paterens,gender bendingfashion whichequalsback toandrodgny.

althoughdsquared2 hasthisedgeabout theirdesignsthere’s stillthosepiecesof sophisticationthat alsoshowsintheir collectionssuchas tailoredpieces.

New-feminismis waysoffeminsim thati’venterpeted asboldnessand uniquewaysof embracingwomen, dsquaredhas alwayshadawayof includingmany differentcultures ofmodelsintheir runwayswhichhave alwaysbeenahead ofmanyother brands.

bapehasalwayskept theirclassicJapanese streetwearlooktothem, itbringsinthat androgynyofthe clothesandhowto modelsallcan experienceitonthe runway.

Abathingapehas alwayshadthat luxuryfeelfactor totheminthe streetwearspace fromtheiriconic camopatternsto theirextensive collaborationsand rangesofbrands, they’vealwayskept theirnameand styleuniquetotheir brand.

Bapes collaborations overtheyearsis theirmainselling factorfrom keepingthebrand’s namealive,working withfellow streetwearbrands alsobooststhat nameoftheluxury factorin streetwear.

Androgynous

Streetwear

FutureVisionBoard

MyBrand

WhereWillItfitinthiscase study?

As I begin this case study I want to reflect on Component One where I explored my background aspirations career path and personal growth With my ultimate goal of becoming a creative director for my own fashion brand I have approached this study as a business analysis for my future brand Specifically I aim to understand how it could position itself within the market alongside these two established fashion brands; whether by drawing inspiration from their strategies or exploring potential collaborations to enhance market presence and consumer engagement

I am gathering the essential pieces that will shape the foundation of my brand navigating the world of creative direction to refine my ability as both a storyteller and a visualiser My work needs to convey a strong narrative one that is both intentional and impactful Through this process I aim to create compelling pieces that not only express my vision but also contribute to a well-structured and thought-out case study one that reflects my journey creative growth and the strategic direction of my brand

In this analysis I will examine what these brands offer and how their marketing strategies ethos and ethical practices have contributed to their influence within the fashion industry

Future Vision Board

Vision Board improvements

Futher Expanding My Vision Imagery

FutureVisionBoard

I added more streetwear elements to my vison boards to show my market level I want to aim towards and my interest in what genre my own brand would be. Adding in baggy clothing and bold pieces show’s my ntent I n where I view the gaps I want to fulfil within my own career path

Idecidedtocreateanewvisualbasedon therecenttrendof‘bagcharms’withinthe bagcharmwhichI'vedrawn,displayedona dsquaredbagI’vecuratedafewcharms relatingtomycareerpassion.oneofmy charmsisat-shirtpatterntoshowthe designsideofmyownbrandshowinghowI wanttodesignclothingandcurateunique pieces, followingbaggyjeanswhichshowcase thestreetwearmarketleveli’maimingfor. theheartlockshowshowI’m‘lockedin’the industryandwanttoaimforadifference infashionthisalsolinksintotheglobe whichlinksintohowIwanttobranchinto theinternationalmarketandwidenmy marketlevelforanewaudienceand consumer.

Questions To Answer throughout the case study

What is dsquared2 market level?

The rise and fall of the brand?

Where will my brand fit into the gaps of dsquared2?

how can I interpret the brand in my own way?

difference between past and presence campaigns?

what significant changes has dsquared2 made?

What Gen are their consumers?

what changes would I make to the brand?

has their marketing strategies evolved and developed?

where will I develop this into component three?

Market levels, consumer, pro’s & Con’s, campaigns

Dsquared2 eyewear campaign SS24 directed

by Nadia Lee Cohen

who is one of my main inspirations, the use of being provocative isn’t one that dsquared2 shy’s away from

The campaign also showcases Dsquared2 last season collection with a daring pearl top, the raunchiness' is captured by cohen who wanted to bring back the Hollywood porn of the 90's to bring that glamour and taboo feel to the campaign

With Dsquared2's most recent collection their 30th year anniversary has caused headlines for the innovation of storytelling and unique tailoring that celebrates their long time of designs for the brand, the use of using feminity while adding in street elements to give that androgyny feel.

Dsquared2

born in canada, made in italy

While dsquared2 started in the mid 90s their rise to fame was after a collaboration with Madonna Jamie King Madonnas creative director at the time first initiated for their menswear collection and started creating various looks for her 2000's dont tell me’ music video which started a long length of customisation of different pieces for a segment of her world tour ‘Drowned

The Beginning

Pop Culture Moments

In 2004 Naomi Campbell opened up their a/w runway show the show entailed a plane on the set and created a dramatic grand entrance in the words of the brothers it was a New York moment in Italy and create the hype around dsquared2's stardom and in their own words was a milestone for the brand

in recent evens dsquared2 dressed Beyoncé for her Super Bowl appearance and formation tour they took inspiration through their storytelling of the tour and from past collections while creating new innovative ideas to convey that new fresh look that the tour needed

In 2003 Dsquared2 worked alongside Christina aguleira for her the stripped tour’ where many of her performance pieces where made exclusively by the brothers and created a strong work-relationship alongside this resulted in her walking side by side with the brothers on their runway in 2005 in which christinsa was stripping the clothes off the male models to give her ‘bad girl persona and the raunchiness to the runway

The world renowed fergie invited the brothers to appear on her ‘clumsy’ music video dressed in dsquared2 the unique concept was in the style of a pop-up book where the last scene fergie was on a rooftop dressed in dsquared2, the brothers enlightened on the opportuniy for their buisness and also to work alongside a friend in the styling deparment for her music video and to be apart of the scene for storytelling

The it’ girl Britney spears was shown in various dsquared2 costumes designed by them for her world tour ‘circus’ in 2009 the brothers wanted to capture her as a star and flaunt it within their own designs

Pop Culture Moments

Campbell 2004 A/W opener. Madonna 2000 ‘Don’t tell me ’ & ‘drowned world tour’

Naomi

Beyonce ‘formation’ world tour 2016

A circus master outfit with a large lions head as the main piece which brings in androgyny and camp to the designs.

Dsquared2 design sketches for the 2009 circus tour for Brittany spears featuring costume ideas.

Pop culture moments

the market level of dsquared the trickle down effect from runway to commercial took away that unique androgyny feel of the brand and created the main focus on branded tshirts and clothing it resulted in the luxury aspect to not be as pleasing to consumers who originally bought into their higher market

The Downfall

Adding to this decline back in 2023 their large market for russia and the middle east had been put on hold due to social world issues and affected the revenue of the brand and some of their biggest market

the controversy of their collection in 2015 a/w which was labeled as ‘dsqaw’ created a large sense of backlash towards the racist these beneath the title of the collection and disregard towards indigenous people for unthoughtful styling and abuse of cultural appropriation, this caused the brand a unwaved amount of flack and the brothers took over a year to send out a public apology which effected their image.

The price of a bargain many consumers realised the Hefty amounts of discounts dsquared would put on past collections to sell and make revenue with this and consumers catching on the loss in sales for their initial launch of new releases to discounted price turned over as no one would buy the clothes for full price knowing they will become cheaper

within the pricing subject creating a luxury brand that becomes easily accessible devalues the product and name, no one wants to be spending hundreds on a garment just for it to be discounted over half price their high-end image tarnished by continuing with the high discounting of products which damaged that luxury image

The brands market level has most of its percentage being in europe takes 80% revenue meaning their international market isn’t that large and has been a tackle to work against to build up the name for the brand

‘Dsquaw’ aw/2015

Looking Back

Dsquared past campaigns and creations that have been curated

the controversial collection from dsquared called dsquaw’ created a lot of uproar from the audience and consumers the use of the collection linked back to indegnious clothing the lack of I degenious women was one issue but making a model Fei fei sun’ who is from asian decent look like a indigenous woman created further issues many brands have created indigenous links but the lack of appreciation creates appropriation and shows its racist undertones as well the tone deaf collection create conflict towards the brand and the brother lack of response for the issue didn’t help their case

‘Icon’ dsquared2

The trickle down effect from dsquared2 is one of their most successful but looking at the lines of the price margin compared to the materials and design theres a common denominator towards their consumers this also shows the effects of their runway by marking their price point high which results to a mass margin of sales and reduced prices which devalues the luxury approach of dsquared2 and shows how consumers know they can buy it for cheaper than from retail dsquared2 market level has always been rocky and shows the blurred lines between both their retail market and how their price points show that struggle in knowing where their retail values lie.

Campaigns

Campaigns

I’mlookingintodifferentcampaignsfromdsquared2 andhowthey’veallbroughtthebrandasacollectivr andthechangesthey’veformedovertheyears

fw23 adv campaign

“DSQUARED2’S FW2023 IS MORE THAN A CAMPAIGN—IT'S A VIVID DREAM AWASH WITH SENSUALITY. THE CATENS HAVE CRAFTED A COLLECTION PULSING WITH YOUTHFUL FERVOR, A TRUE REFLECTION OF DSQUARED2’S TIMELESS ETHOS.” - quoted from the dsquared2 website invting about the campaign. this campaign represents the edge dsquared2 brought back and that provocativee feel mixed in with androgny and their unique tailoring in this collection.

dsquared2 ss24

Dsquared2 ss24 is all about the provcoatove feel of dsquared, the curator of nadia lee cohen who froms these stories in a unique selling point by bringing in a strong woman lead to showcase the Hollywood porn scene back in the 1990s to prdouce that Hollywood glamour and unique selling approach of a view into the dsquared point of view within androny and a selling point of nostalgia towardsconsumers.

aw21 ‘meantime’ campaign

The AW21 collection by Dsquared2 reflects the brothers' vision, inspired by the harsh beauty of Canadian winters and their love for extravagant parties and glamour. The campaign seamlessly merges their personal influences with their designs, that is both tough and glamorous, unmistakablyDsquared2.

Dsquared has a way to use their storytelling to market their brand and collections, these images showcase the clothing but also shows that androgyny appeal from Dsquared2, the poses and use of play with the models creates this ‘animalistic’ feel that refers back to the fur detailing of the collections clothing which links in with that storytelling look

Dsquared2 is known for their edgy and rebellion character, these images showcase their brands identity within that, the campaign reinforces that daring and yoiuthfull approach with its non-confirming identity that links back to my given words of androgyny. it caters to the bold fashion-forward audience and embraces that gender fuildity throughout the campaign.

Campaign Imagery

Their brand DNA showcases that shock value and unconventional styling within and creates this rule-breaking luxury brand of bending their own rules into the light of fashion. the bold visual body language reaches towards social media virality and grasps in consumers to wanting more about the campaign and what dqsuared2 story telling Is expressing.

the target audience feels aimed towards Gen-z and Millennials, a generation of self-expression and ways to use fashion for their own ethics and a form of expression, the style of their work has that underground-edge and street appeal, Dsquared2 customer base shows those expressions for wanting to buy into fashion that seeks those rebellious aspects.

the overall images show that ‘gritty-luxe’ feel to them, the body dynamic of the poses creates this hierarchy that’s portrayed in the fashion industry of traditional notions of hierarchy and precense within their brand, it gives these pollictal statments within the story of how dsquared2 is viewed within their upcoming status of bringing the brands identiy back to life.

The setting and atmosphere of the video creates a dystopian feel towards the campaign which relates back to political views within the brand that contrast the luxury elements with a rugged approach, Dsquared2 blends that gritty streetwear and luxury fashion

the props and scene of the campaign has this grunge aesthetic, the moody lighting and intense stares plays into the dominant approach. the nonchalant feel creates this fashion-forward feel towards the market and target those driven consumers who buy into the brand and lifestyle

Dsquared2 portrays

Dsquared2 wants to keep their brand identity and convey a message within their campaign, the video portraysb a scene of dancing which lionks within the brands self-expression and showing that they aren’t just selling clothing but an attitude, lifestyle and cultural influence. it identifys androdny, power dynamics and that youth-rebelling of enticing the consumers to create their own individuality within fashion.

Campaign Video

the styling of the collections clothing feels raw and rugged, with fur detailing a mix of denim and oversized accessories with distressed elements. the styling embodies that unapologetic approach and rebellious style. the styling is unfiltered, bare skin, layered jewelerry and bare skin creates this provocative feel within the brand

The campaign video targets this avant-garde feel, the striking movement's give-in that dominant approach while trying to capturlize in the consumers to understand the story-telling of the collection. the high-fashion trends of playing within that feel or unorthodox posing to disrupt that traditional beauty standards and gender norms

this campaign video taps into indiviuality , confidence and sensuality which speaks more into a progressive movement that tackles back in with dsquared2's timeline of preparing for the better and bringing back that ‘ newness ’ of their look and finding the ethos within the brand.

Looking into the marketing views of how this piece would work in social media, the way that the video captures this slightly controversial approach creates a stir in the media and gives the campaign a voice to heard, dsquared2 captures those ways of invitng in consumers to be part of the brand

RunwayMilan Fashion Week

2023 Milan fashion week showed the new collection from dsquared2, the use of set design to convey a story while detailing the narrative behind the collection, this is a small snippet of how dsquared2 creates a scene to entice in the audience to create this unique apporach of using the runway to create a story within the clothes.

I wanted to capture the beginning o runway show, I decided to create a s the set design to showcase the depth creating a prop can show the story. T is of a bedroom with decorated walls added messiness, it curates the styl teenagers room set in the 90's with snippets of video games such as pac-m skateboards with draws in the con profile of youth and interests

the overall feeling of set design sho creativity of using the runway to sh overall theme of how a campaign the response towards the consum creates a opener into the collection a overall tell-all into where t collection’s narrative voice targets consumers.

Set Design

g of the runway you see the use of movements between the models and he way of using the set as a beginner pening scene of the runway by models othes off the floor and putting them that grunge and edge appeal to the nd conveys back to the campaign as a by using that youth-culture of how s often have clothes thrown on the

r a consumer aspect such as One-Z it realtability and small actions create a der outcome of the campaign

he key things i’ve discovered is the gs ’ on the design such as the ‘icon c logo of Dsquared2 alongside the uck all over the wall which relate opular video games such as ‘grand auto’ but used in the way of g the brand and it’s campaign, its tails of the set design that ties all one another to create this strong narrative.

The runway collection portrays this feel of gender-fluidity the use of bending the rules around masculinity is one point dsquared2 always keeps it relevance on by dressing the models in fitted tank tops and the use of styling adds in the depth of androgyny. using styling elements creates that narrative of the story and makes it flow through swiftly to keep on brand the collection consists of raw denim, fur detailing and that street look the way of silhouettes keeps on the edge feel that curates a theme of androgyny while still keeping that sultry finish.

Runway

While looking throughout the runway I gathered that theme of nostalgia into dsquared2 which relates back to my component one of how I search into nostalgia in the industry as my inspiration, as a market level of luxury the consumers always relate back to what they know and adding in their interests into what they buy while rearching into this campaign the signs of a collective is how dsquared2 portrays that youth-culture and rugged response it focuses on how genderfluidity and unique responses shows how as a brand they know where their story folds

While looking at dsquared2s adv campaign i’ve picked up and various unique selling points from where dsquared2 lies within their communication factor and their showcase within storytelling, set design and selling point of curating that story and where they not only produce collections but also create a story within their clothes this feels a stfrong selling point and their strongesyt factor in their market

Fw23 AdvCampaign

fw23 adv campaign

while creating this mood board it helps align he key points from what I want to take further in this project such as the androgyny aspects the provocative FEEL AND RAUNCY feel of how the brothers create these pieces of clothing to produce strong characters within their models that carries that storytelling of their set design and runway shows

Dsquared2

Croquis

reference photo

I decided to create a croqui based on a runway styling of the adv campaign, creating croquis helps me develop a understanding of how the styling of the clothes creates that narrative of communication within the brand, I decided to create a look based on my reference photo by gathering different material imagery such as fur and ribbed cotton and drawing on the deasign of floral pattern

I wanted to capture the androgyny aspect of dsquared2 and how the gender-fluditiy shows how the brand shows the importance of fashion is subjective as a while and also creates this feel of a strong connection within the looks of dsquared and their storytelling through their clothing such as this could be the model has come back from a hike with his cargos and large fur puffer put also has that tongue and cheek apporach of floral patterns to add that feminity feel,

Campaign Imagery

The first image, set in a pink bedroom, blends hyper-femininity with nostalgia, evoking themes of luxury and loneliness. The woman in lingerie and heels appears both desirable and self-possessed, her direct gaze challenging traditional passivity The gold purse symbolises wealth and the commodification of femininity, while the distant, dark clothed figures highlight isolation within excess, questioning the authenticity of fashion and fame.

The second image explores beauty, power, and commodification A topless woman, styled by two men, sits confidently yet exposed, raising questions of control vs. objectification. The gold handbag in her lap symbolises wealth and femininity, but also how women are often shaped by external forces. The retro motel setting contrasts with the glamorous styling, highlighting the grit behind manufactured perfection in fashion and entertainment.

The final image shifts the power dynamic, placing a man in a structured Dsquared2 outfit at the centre, exuding dominance and control. The Doberman at his side reinforces this authority, whle the women in bikinis serve as ornamental figures within a luxurous settng.

The grand chandelers and pristine architecture symbolise elite wealth and exclusivity, mirroring the hiphop and rockstar lifestyle where power is tied to possessions However, the image raises a question, does this power empower or confine? The use of luxury as a motif forces us to reconsider whether success in this world is true freedom or merely an illusion of control.

The third image presents a woman in a trucker hat, leaning against a car window with a bold, almost defiant stance, subverting traditional femininity In contrast, a scantily clad woman in the background appears blurred and passive, highlighting the duality of female representation control versus objectification. This contrast engages with feminist discourse on the male gaze, questioning whether fashion photography reinforces objectification or reclaims female power. The gritty, nighttime setting adds a sense of rebellion and autonomy, suggesting women can navigate male-dominated spaces while embracing their own sensuality.

Dsquared2 came our with multiple campaign videos creating short episodes portraying this Hollywood scene of the porn industry for a display of the collection, each video shows a new scene and innuendos into what the actors are telling around. The scene of the campaign video shows the model telling one of the film crew does she radiate ‘ power ’ through the monitor which showcases those strong feminism values within the campaign video, the model is styled in a provocative outfit with a carefully placed dsquared bag perched against her body, giving in the product placement and having the logo in full view.

Campaign Video

Episode 2 - Power of projection

One of the key features I find in this component is show the women has all these men filming her but she is still the main person uncharge, her voice is large and bold and showing that power approach. this gives in to those political views and with Nadia lee Cohen it showcases those strong values of how dsquared creates storytelling and brings it back in political issues

the bold glamour of the model oozes through from thr male actors in the background, she is front and capture that boss value of showcasing where her rights are and how she needs to portray herself gives into the consumer market and essentially women in how they should be bold and glamours, it showcases the narrative of creating this scene within hollywood but also targeting the correct audience.

I wanted to capture the set design of t image, the use of props and curating a within the campaign video depicts how why dsquared2 are so strong within communication, I captured this still and d it to show my own muscle memory f ho view this snapshot.

The environment surrounding her is hyper-feminine yet claustrophobic. Soft pink walls and frilly curtains create a dollhouse effect, reinforcing a sense of being trapped. An ornate mirror and vintage vanity suggest themes of selfreflection and dual identities—the person she is versus the persona she performs

Set Design

Episode 2 - Power of projection

At its core, this scene is a meditation on sex, power, and surveillance The juxtaposition of glamorous fashion elements lingerie, gold accessories, and a styled set with the grittier realities of filming creates an eerie imbalance.

The scene captures the contradiction of glamour and disillusionment The woman ’ s aesthetic is aspirational, yet her expression and body language tell a different story. The industry that dresses her in opulence also drains her of agency, leaving her in a liminal space between fantasy and reality. This is fashion-forward cinematography at its best, where clothing, setting, and character styling work together to tell a deeper story. Every element feels intentional, creating a layered visual narrative about identity, control, and the price of being seen

In this scene they’re waiting to capture the perfect shot for their scene, they joke about waiting and how it’s all about Hollywood, the blame on Hollywood can be viewed in present tense. how the 8090's for women in Hollywood wasn’t a pleasure to work in, misconduct of power and sexual assault was common as women were seen to ‘sleep’ their way in the industry, its a common thing that’s still believed to happen now.

Symbolising the industry with bright lights and cameras with the production team behind the two main actors, this shows an insight into the production values of what takes a team to create a visual image, the production side crates a realism to the storytelling aspect and shows how creating this image progress ’ for the consumers to grasp in the story.

Campaign Video

Episode 3 - the perfect angle

the styling elements of the man dressed in knit follows that 80-s feel followed by embellished denim which also adds that femininity to the outfit, it shows how Dsquared2 creates these genderfluidity collections by also creating a look that exudes a androgynous feel.

the women are dressed in provocative outfits that suggest the film is based on a sexual production, the main actor in this scene is dressed in a pearl bikini style top with large sunglasses and 80's style tennis skirt and jacket in block colours where the background model is in a simple bikini, this also shows the hierarchy between the two and how the main focus is on the women in front and centre this creates a political value of how women in beauty standards are perceived differently and put on a pedestal.

The runway exudes a vintage charm featuring everything from classic tweeds to vibrant colors and an eclectic mix of materials and textures. Dsquared2 masterfully blends these elements creating a collection that radiates uniqueness and glamour To me it evokes a Miamiinspired aesthetic bold flamboyant and effortlessly luxurious Sequined mini dresses and metallic shell bras showcase exquisite craftsmanship delivering a striking visual appeal This collection tells a story one of sun-drenched beaches golden hour elegance, and the essence of summer

Runway

While looking at this runway collection its clear that these strong characteristics are showcased through stroytelling and squared2 creates this theme of strong characters within their models it creates a story on the runway and not just how the clothes looks grasping those scenese of ideals Overall, Dsquared2s collection is a captivating fusion of vintage elegance and modern flamboyance. Through bold textures, vibrant colors, and intricate craftsmanship, it paints a vivid picture of glamour reminiscent of a Miami sunset. With each piece exuding confidence and storytelling the collection effortlessly captures the essence of summer making it both visually striking and undeniably memorable.

While looking at dsquared2s adv campaign i’ve picked up and various unique selling points from where dsquared2 lies within their communication factor and their showcase within storytelling, set design and selling point of curating that story and where they not only produce collections but also create a story within their clothes this feels a stfrong selling point and their strongesyt factor in their market

CSS24ampaign

SS24 CAMPAIGN

while creating this mood board it helps align he key points from what I want to take further in this project such as the androgyny aspects the provocative FEEL AND RAUNCY feel of how the brothers create these pieces of clothing to produce strong characters within their models that carries that storytelling of their set design and runway shows

Dsquared2

ncorporating to my reference cts helped me This croqui at might not ared2's market gether to create k

flects Dsquared2's signature strates how unconventional and dynamic look. Through experiment with textures and my understanding of fashion identity. While continuing ant to keep creating my own tanding of my own work by at links in with Dsquared2

One of the unique approaches with both of the campaign images in how there’s a personable feel towards them, the frame and handwritten quotes add this appeal of ‘home’ linking back with the interpretation of a Canadian winter and based around the brother’s interests it holds as a collective of that homely feel and storytelling values of communication.

Campaign Imagery

In the black and white image it shows a part setting of a group of friends in a party, the glamour of the dresses in rhinestones and the glitter suits all smiling indicates the group activity of friends spending each others company together, its a simplistic photo but leaves room for imagination towards the consumer adding in their own storytelling views.

The setting is seemed to be on a skating rink with the models in ice skates, could be from a recent competition they’ve competed in which brings those characteristics of activity and passion to the image, how a group of people share one interest and come together to form friendships, linking back within dsquared2 it shows their united front that they want to portray.

The second imagery showcases a scene of two models together on a park bench, the models seem close almost like they’re two bestfriends giggling over a conversation together, it shows that friendship appeal again and links in with the bright hues so the image which showcases the scenario as cheerful and a delight. for a consumer it brings back nostalgia of when they were young speaking about life with their best friends and it seems dsquared are showcasing how friendship can be bought into their products to create their pwn memories while wearing their clothes

both of these images create an appeal towards the consumer on how creating a scene relating around friends demonstrates their work, the use of photography followed by simplistic favours of detail to the border show that personalisation to the image and carry over a strong balance of clothing mixed in with story and play

In the campaign video it shows the friendship values through the campaign, it links in with the sport side showcasing, iceskating, box, stakeboarding and spending time with friends it’s demographing that gen-zz consumer market of how they spend their time and focused on activities, it’s branding out a demographic for a larger consumer market by targeting men-z and this appeal of the colection to relate back to their interests.

Campaign Video

The campaign showcases this scene of together-ness and shows how the storytelling creates this value of showing a scene of bringing young groups together to create a atmosphere of how Canadian winters are, the colouring and scene shots show this adolecense feel to the video and creates a view of united front and carefully curated as the brothers own memories are intertwined with the video.

The two models that have taken my eye are Lila moss and Iris Law who are very popular ‘nepotism babies’ from the industry. bringing in well-known characters amongst the gen-z generation proves my point further on how Dsquared2 are trying to shift their audience to a younger appeal and stay on with current trends and influences taking on from this campaign i’ve noticed the shift in dsquared2 from their two current campaigns of the shift between their consumer market, this gap seems to be blurred beneath the lines of deciding where they lie between their target audience which showcases the struggles from the brand and steers away the cohesiveness

RunwayMilan Fashion Week

aw2021 fashion show showcased a digital catatlog style film of the models showcasing the designs for the collection due to covid-19 restrictions of the runways being at a halt. the video includes a sceneic showcase of a caravan in this vintage view of chandeliers, vintage dolls and silk curtains which brings in those galamoiur elements and ties in with the clothing..

The AW21 ‘Meantime runway collection by Dsquared2 presents a diverse mix of styles blending glitz and glamour with rugged outdoor-inspired pieces that align with seasonal weather By merging two distinct aesthetics the brand creates a unique fusion of vintage apparel and contemporary fashion tailored to the Gen Z consumer. While the collection may appear eclectic at first glance, Dsquared2 consistently crafts a narrative that strategically targets various subcultures, reinforcing its signature approach to fashion

Runway

Although the runway creates a varied selection of clothing within the collection the form of pieceing two drastic sides of subjects together creates this unique feel and a new behaviour behind the usual grunge rockstar approach dsquared shares in their collections and campaigns the new look shows room for developing their own consumer market which feels like its been drifted away from past collections with the brand.

In creating this mood board I aimed to showcase the key characteristics of the campaign collection The rich browns and textured knitwear seamlessly blend with mini skirts and tweed capturing a winter outdoor aesthetic At the same time the collection maintains a partyready edge with elements of glitz and glamour striking the perfect balance between cozy and chic

Aw21C‘Meantime’ ampaign

fw23 adv campaign

Dsquared2s use of diverse textures and techniques showcases a dynamic evolution in their design approach expanding their reach across multiple fashion sub-genres This versatility allows them to appeal to a broad consumer market offering pieces that cater to various style preferences However this eclectic mix also blurs the lines of Dsquared2s overall aesthetic making it challenging to pinpoint a singular defining look for the brand

Dsquared2

paign, I discovered of blending two distinct their signature aesthetic ause of its cohesiveness— d glamour, while the argo trousers add an croqui, I incorporated e to the reference image, ur and rugged camping of Canadian winters.

s croqui highlight how linking ge helps me develop my own work brand and designers. It allows me mood boards and deepens my ects. This process also gives me oach their work, helping me shape ign perspective

Pros

Pros and Cons

Unique, eye-catching pieces.

strong visual communication & storytelling.

high quality materials

cult-following mixed with influencers and celebrity.

strong personality & values.

strong set design and unique approach.

diversity within model casting.

Cons

.Lack of market consumer.

stuck in their ways & less pregression in fashion focus.

branded logostrickle down more popular than their luxury side.

mass production of fakes- devaluing original designs.

high price tags that commonly get reduced effecting their luxury feel.

their story-telling can get lost within their marketing.

World Map Of Dsquared

where all the dsquared stores are internationally.

Dsquared2s current merchandising approach leans towards minimalism allowing the clothing to take centre stage rather than relying on elaborate staging While this keeps the focus on the garments it may not fully capture the brands bold and rebellious identity potentially missing opportunities to captivate passersby Given that Dsquared2 appeals to a diverse audience from luxury streetwear enthusiasts to highfashion consumers their visual merchandising could be elevated to better engage and excite shoppers

Shop Merchandising

One way to enhance Dsquared2’s retail presence is through storytelling in displays creating immersive themes that reflect the brands DNA, such as grunge-inspired cityscapes high-fashion wilderness scenes or exaggerated rockstar aesthetics Additionally mannequin styling could be made more dynamic, featuring bold layering statement accessories, and striking poses to showcase the versatility of the designs Incorporating dramatic lighting industrial materials and oversized logos would reinforce Dsquared2’s signature edgy aesthetic making store displays more visually compelling

Dsquared2 Fashion

Dsquared

The Straegey Vault

Dsquared2 operates within the premium to luxury fashion market, positioning itself as an affordable luxury or contemporary luxury brand While it shares elements with ultraluxury fashion houses like Gucci or Prada, it remains slightly more accessible in terms of pricing and branding The brand is known for its bold edgy and often streetwear-inspired designs combining high-quality materials with Italian craftsmanship This fusion of luxury and casual wear makes Dsquared2 a favorite among fashion-forward individuals who seek exclusivity with a modern rebellious twist

Pricing for Dsquared2 places it above mass-market brands like Zara and contemporary labels but below ultraluxury fashion houses A basic T-shirt can range from $200 to $500 jeans often fall between $500 and $1000 and jackets or outerwear can exceed $3000 This pricing strategy reinforces the brand’s exclusivity while making it slightly more attainable than some of its high-fashion counterparts The brand is widely available through flagship stores, luxury department stores (such as Harrods and Saks) and online retailers like Farfetch and MyTheresa ensuring global accessibility while maintaining a premium shopping experience.

Market Level Analysis

The target audience for Dsquared2 consists mainly of affluent millennials and Gen Z consumers who appreciate distinctive and statement-making fashion Additionally the brand enjoys strong recognition among celebrities musicians and influencers who often sport its designs to showcase a daring and stylish aesthetic Unlike traditional luxury brands that focus primarily on timeless elegance Dsquared2 embraces youthful energy street culture and contemporary trends making it a go-to choice for those who want to stand out

Overall, Dsquared2 occupies a unique space between contemporary and high-end luxury fashion Its combination of streetwear aesthetics, high-quality craftsmanship and bold branding has solidified its reputation in the market The brand thrives on its ability to blend urban influences with luxury appeal making it a key player in the modern high-fashion landscape

Consumer Profile

Dsquared2

Consumer ProfileDsquared2

This consumer profile for Dsquared2 highlights a bold, edgy, and streetwear-inspired aesthetic, blending high fashion with urban influences. The imagery showcases a mix of oversized silhouettes, fur details, camo prints, and distressed denim—key identifiers of Dsquared2’s signature style. The consumers represented in this profile embrace individuality and confident self-expression through daring fashion choices.

The target demographic appears to be Gen Z and young Millennials who are drawn to statement fashion and unconventional styling. They resonate with the fusion of Y2K nostalgia, streetwear, and luxury, reflecting a rebellious yet sophisticated attitude. Influences from hip-hop, high fashion, and early 2000s aesthetics are evident, making this profile perfect for trendsetters who enjoy mixing casual, sporty elements with opulent touches.

Key elements within the profile include a diverse range of textures and materials, such as leather, fur, distressed denim, and cargo pants. These choices suggest a love for contrast—balancing rugged, utilitarian styles with glamorous, high-end details. The color palette, consisting of earthy tones mixed with black and white, further enhances the streetwear-meets-luxury appeal. Accessories and styling choices also play a crucial role in defining the Dsquared2 consumer. Statement accessories like oversized sunglasses, fur hats, layered jewelry, and bold prints suggest a confident and fearless approach to fashion. This consumer does not shy away from experimenting with textures, layering, and unique combinations, reinforcing the brand’s edgy and unconventional narrative.

Overall, this consumer profile represents individuals who see fashion as a form of self-expression, using bold styling to stand out. Their aesthetic aligns with Dsquared2’s rebellious yet high-fashion identity, making them the perfect audience for the brand’s innovative and daring designs.

Consumer Profile

Strengths

Swot Analysis

Distinctive Brand Identity – Dsquared2 is known for its bold edgy and playful designs that blend luxury with streetwear

Strong Celebrity Endorsement – Worn by stars like Rihanna Madonna and Justin Bieber boosting its brand appeal

Global Presence – Sold in high-end department stores and flagship boutiques worldwide

High-Quality Craftsmanship – Made in Italy ensuring premium quality and exclusivity

Innovative Marketing – Engages customers with unique runway shows social media presence and collaborations

opportunities

Weaknesses

High Price Point – Premium pricing makes it inaccessible to mass consumers

Expansion in Emerging Markets – Growing luxury demand in Asia and the Middle East presents expansion potential

Collaborations & Limited Editions – Partnerships with influencers and brands can drive hype and exclusivity

Sustainability Trends – Investing in eco-friendly fashion can attract environmentally-conscious consumers

Digital Growth – Enhancing e-commerce and social media engagement to tap into younger audiences

Niche Appeal – The brands bold aesthetics may not appeal to all luxury buyers

Limited Product Diversification – Primarily focused on apparel and footwear with less dominance in accessories or fragrances

Dependence on Europe – A strong focus on the European market may limit growth in other regions

Threats

Luxury Market Competition – Competes with giants like Gucci, Balenciaga and OffWhite

Economic Fluctuations – Luxury spending is sensitive to economic downturns.

Counterfeiting Issues – Fake Dsquared2 products can dilute brand prestige

Changing Consumer Preferences – Shifts in fashion trends could make their bold aesthetic less desirable

Edgy & Playful Luxury –

Dsquared2 is all about breaking fashion norms with a rebellious yet sophisticated touch. Their designs mix Italian craftsmanship with bold, sometimes provocative aesthetics.

Inclusivity & Diversity – The brand celebrates individuality, self-expression, and diversity. This is reflected in its gender-fluid styles, daring fashion shows, and collaborations with artists and musicians from different backgrounds.

Canadian Roots, Italian Craftsmanship – Though headquartered in Italy, Dsquared2 constantly references Canadian heritage with outdoor, sporty, and rustic elements blended into its designs.

Ethos

The brand’s motto, "Born in Canada, Made in Italy," perfectly encapsulates its dual identity— combining rugged North American influences with refined European craftsmanship.

Confidence & Empowerment

– Dsquared2's collections exude confidence, encouraging wearers to be bold, fearless, and unapologetic in their style.

Sustainability Efforts –

While primarily a luxury brand, Dsquared2 has started integrating sustainable materials and ethical practices into its production to align with modern fashion standards.

Dsquared2 has continued use of vibrant patterns, including polka dots and graphic prints, alongside diverse textures like leather and silk, aligning with the brand's flair for combining classic motifs with modern twists.

FTrendorecasting

The integration of live performances and celebrity collaborations in fashion shows is likely to persist, enhancing the overall brand experience and engagement.

The resurgence of 1980s fashion trends, such as oversized power suits and metallic fabrics, has been prominent in 2025. Dsquared2 has incorporated these elements, blending them with their signature style

Dsquared has curated a strong theme through their social media, the use of keeping their ‘faces of the brand dean & dan caten gives that intimate feeling for consumer from the brand and shows the side of dsquared of the forefront.and creates a sense of fasmiliarity

Social Media Instagram

Dsquared2 quickly showcases its new collections in playful and engaging ways drawing consumers into its distinctive narrative The brand seamlessly extends its storytelling from the runway to social media, using bold visuals humor and dynamic content to captivate its audience.

One of their posts has introduced the use of digital design to create more interactive posts and a new diverse way for keep up with the trends of social media and connecting with their follows to keep on top of their promotional aspects and content creation

The use of Instagram Stories is another powerful way for Dsquared2 to engage consumers. Through quick, visually compelling content, they offer an exclusive look at their collections, behindthe-scenes moments, and the meticulous craftsmanship that goes into their designs. This seamless digital storytelling strengthens their connection with the audience, making the brand feel more immersive and accessible.

Dsquared2s colour scheme often matches within their collection it creates that cohesive feel of the storry they’re narrating to be the same on all platforms this way to creates a statement to their consumer market on what theyre buying into but strengthening that dynamic of how dsquared2 communications through imagery and expression

Inconsistent Brand -

Messaging: Dsquared2 sometimes struggles to balance its edgy, rebellious image with luxury appeal. This inconsistency can make it hard to define its target audience clearly.

Niche Audience- While it has a strong following, especially among celebrities and fashion-forward individuals, it lacks mass-market appeal compared to competitors like Gucci or Balenciaga.

Weak Online Presence- While the brand has an online store, it doesn’t have the same level of immersive digital experience or storytelling as brands like Louis Vuitton, Gucci, or Burberry.

Repetitive Aesthetic - Many collections feel like variations of the same bold, distressed, and highly embellished themes rather than true reinvention.

pEthos

Limited Cultural Relevance -

The brand often leans heavily on a Westernised, flamboyant aesthetic, sometimes failing to incorporate global fashion trends beyond North America and Europe.

Over-Reliance on Bold

Logos: While logomania has been a trend, Dsquared2’s heavy reliance on oversized branding may not resonate with consumers seeking more minimalist, timeless luxury.

What Am I TakingAway?

Through my research into Dsquared², I am focusing on their stylistic values and set design as key elements that define the brand. A standout feature of the brand is its ability to craft a compelling narrative through runway shows and visuals, seamlessly bridging their campaigns and clothing. As I develop my own brand and refine the direction of my campaign, I am eager to learn from these core strengths and incorporate them into my professional journey. Ultimately, this research will enable me to create a more unified and impactful brand identity, allowing me to produce visuals that not only capture attention but deeply connect with my audience.

As I’ve explored Dsquared²’s campaigns, it’s clear that their success in creating powerful visual imagery for promotional videos is a major strength. This insight is guiding me in shaping my own approach to visual storytelling. I aim to create my own video that highlights the creative process, showcasing my work in a way that communicates the essence of my project and vision.

Questions To Answer throughout the case study

What is Bapes market level?

Where will my brand fit into the gaps of base?

what are collaborations they’ve done?

how can I interpret the brand in my own way?

how are their campaigns unique from other brands?

what recent changes have they made to the brand?

What Gen are their consumers?

what changes would I make to the brand?

has their marketing strategies evolved and developed?

where will I develop this into component three?

Bapes popularity rose fron the youth culture of shibuya to the western world their collaboration with pharrell Williams rose to new and upcoming brands such as billionaire boys club’ and ice cream these influences spread through the culutre of hip-hop and pop culture with gained its name through many popular hip-hop and rap songs.

The Beginning Business Movements

in 2006 kanye west collaborated with the brand to create distinctive looks of bapestas - a style of bape trainers designing his own pair created a desirable look for the brand and branched consumers in to create a cult following for the brand and enticing customers to buy in to their brand not only their products

In the early 2020s BAPE has maintained a consistent release schedule staying true to its signature trends while introducing new collections and collaborations This strategy has fueled the brands growth in the international market and strengthened its dedicated cult following BAPEs reliance on consumer loyalty and engagement has been a driving force in its continued success reinforcing its status as a staple in streetwear culture

The beginning of bape all started with the inspiration of the original film in 1968 planet of the apes’ the creation of the film lead to founder nigo to create the brand in the early 90s with the concept of ‘a bathing ape in lukewarm water the fashion editor and stylist already had known knowledge in the industry and wanted to create a concept in streetwear that Hadnt been done before the international market rose when japan with their first store opening in harajuku which in todays society is deemed one of the most visited stores in the city of Tokyo this influence began a rise for bape and creating the brand we know and love to be prominent in the industry

With this collaboration started the rise in the american market in leading two of their flagship stores in new york and Los Angeles this lead on to the world of fashion being shifted into creating a world wide desire for the brand and how the streetwear market shifted into a new look with the introduction of a bathing ape

In the 2010s one of bapes clear instinctive is collaborating with brands to further their consumer market limited edition pieces and drops are more consistent than their own brand collections this shows how bape uses the form of exclusive drops and pieces to keep up with the streetwear industry and thrives off consumers buying into products they can get their hands on for only a limited time.

In My Mind B Ph ll W ll

lliams

In My Mind Bape x Pharell Williams

Pharrell Williams collaboration with BAPE during the release of his first solo album In My Mind was a masterfully crafted marketing strategy that blended music fashion, and branding. By creating his own BAPE avatar in the signature Get Baped style Pharrell not only aligned himself with the brand’s visual identity but also set the stage for future musician-brand collaborations in streetwear

This partnership extended beyond just an album promotion— Pharrell co-founded Billionaire Boys Club and Ice Creamwith BAPE, and his album cover featured his avatar dressed in both brands. This strategic move generated three streams of profit: his music his brands and the BAPE collaboration. To push this synergy further his team released exclusive promotional packages including limited-edition t-shirts stickers pins and even a skateboard encouraging fans to buy into both his music and fashion ventures

One of the most sought-after elements of this collaboration was the exclusive Pharrell-designed Bapestas released in three different colorways each in limited quantities and signed with his name on the back Today these sneakers are highly coveted in the streetwear community, reselling for thousands of pounds

A Bathing Ape has consistently stayed ahead of the curve by leveraging collaborations with the music industry Their strategic partnerships have not only expanded their consumer base but also solidified their reputation as a brand driven by cultural influence and exclusivity Through word of mouth, limited releases and high-profile collaborations BAPE has cultivated a dedicated cult following that continues to elevate its presence in global streetwear

esta st x Bape

oined forces to create an debut album The College already been widely making a collaboration werhouse A Bathing Ape a The partnership not on uence in fashion but als thin the music industry

a rich colour palette o lecting the warm tones neaker also incorpora appeared across Kany ing the album’s messag tations—specifically, t tional college-to-care essly aligned with BAP piration from the Plan ellious, countercultur reetwear

ame a landmark releas music and fashion By ntial musician with an nd, the collaboration ging creative industries ence in hip-hop culture e partnerships between solidifying the sneaker nd streetwear history.

Lyrics inspired by bape

Bape Within Hiphop

Clipse – Ain’t Cha & Wamp Wamp (2006)

in 2006 the hip-hop duo represented with the lyrics “Patent leather BAPEs Closet like planet of the BAPE”/“Strictly Bathing Ape Ice Cream and BBC rocker” this was due to pusha t an american rapper who had close ties with the brands founder nigo who sent creates of bape for him to wear and represent.

Kanye West – Stronger (2007)

kanye already formed strong connections with bape with his collaborative work in the past years this then showed in his lyric in ‘stronger where he named various brands including the Line “So go ahead, go nuts go apeshit/Especially in my pastel on my BAPE shit” the line links in with the bapes connections of nigos inspired idea from when he founded the brand in 93.

Kid cudi in his song ‘cruising with the lyrics “Cudder lean got ’em in my Bathing Apes” this shows his relations back when his career began while working for bape in their flagship store in soho this line also related to the same year he collaborated with bape to create a line of t-shirts

Pharrell - Best Friend (2006)

In 2006 pharrell referenced in his song bestfriend’ the lyrics “Cause you both on BAPE BBC and chainless” which represents bape and his own brand who he cofounded with nigo ‘billionaire boys club

Soulja Boy – Crank ‘Dat (2007)

in 2007 souja boy created the well known line “Haters get mad ‘cus/I got me some Bathin Apes” this became a very popular ringtone during the time and resurfaced on social media creating a sound for people to lisync too to show their own bape collections

Tyler the Creator – Slow It Down (2008)

tyler the creator formed his lyrics in 2008 with slow it down song the lyrics

“My T-shirts are bathing a bathing gorilla” this shows tylers affiliation with the brand as hes often seen wearing it back in the 2000's and is seen featuring the brand in 2011 for their winter collection catalog

Kid Cudi – Cruising (2010)

Bape Within Hiphop

Hiphop & bape

BAPE’s iconic avatars play a significant role in the brands identity, with Baby Milo being one of its most recognizable sub-brands. Frequently featured in collaborations Baby Milos distinctive cartoon graphics appear on t-shirts, hoodies, and various streetwear pieces. The character has been embraced by influential figures in music and pop culture with artists like Pharrell Williams and Kanye West even being reimagined in the brands signature style

Bape Avatar

I’ll be diving into Baby Milo not only as a brand but also its collaborations and cultural influence. Alongside this I’ll explore how I can integrate similar graphic elements into my own work, drawing inspiration from its bold and playful aesthetic In addition I plan to create my own avatar as a personal representation, paving the way for a new kind of collaboration within my own creative journey

While exploring BAPE one of the key elements that stood out was the avatars and graphics. A major milestone in BAPEs early collaborations was the Get Bap'd campaign where they used the music industry to merge iconic musicians and their personas into BAPE avatars Drawing inspiration from this I decided to create my own avatar in the style of BAPE staying true to the brands aesthetic. This project will serve as a crucial part of my exploration helping me define the direction of my campaign and how I can incorporate these graphics to craft a unique visual identity of my own

I decided to use adobe illustaror to create my own avatar by searing into similar graphic looks of bapes avatars and also combining the the brand istself by including a baby milo t-shirt which is often seen on bape avatars. I wanted to add all details to myself such as adding my own tattoos by giving it a full personalised feel creating this avatar has helped me know and understand the brands own way of using avatars and graphics to market their right consumer if I used this for my own brand it could market my own consumer level in trying to create a theme of promotion within bape and myself.

Brands

Baby Milo is a cartoon character and sub-brand of A Bathing Ape (BAPE) known for its playful and youthful aesthetic Created by BAPE’s founder NIGO Baby Milo was introduced as a cute animated monkey character that quickly became a recognizable symbol within the BAPE universe

Unlike the bold and edgy designs of BAPE’s main line Baby Milo offers a more lighthearted and fun approach, blending Japanese “kawaii” culture with urban streetwear

One of the standout aspects of Baby Milo is its cartoon-inspired graphics, often featuring the character in vibrant playful designs This makes it especially popular among younger audiences and those who appreciate animated aesthetics in fashion. The brand has also become well-known for its high-profile collaborations with pop culture franchises such as Sanrio (Hello Kitty) Disney Pokémon and Star Wars creating limitededition collectibles that merge streetwear and entertainment culture

Baby Milo products include a wide range of streetwear and accessories, such as t-shirts hoodies bags, keychains phone cases and plush toys. The character also frequently appears on vinyl figures and other collectible items, making it a favourite among both fashion enthusiasts and toy collectors.

Overall Baby Milo represents a fun and accessible side of BAPE, appealing to those who enjoy cartoon-style fashion playful branding and unique collaborations. It continues to be a major part of the BAPE identity bringing a fresh and youthful energy to the brands already iconic streetwear presence

Baby Milo By A Batthing Ape

Baby milo by a bathing ape

Baby Milo's collaboration with the popular anime Dragon Ball Z is a perfect example of how the brand taps into diverse markets. By adapting their signature avatar style to incorporate characters from Dragon Ball Z, BAPE successfully bridges the gap between the Japanese market, where the anime has strong roots, and the Western world, where Dragon Ball Z has a massive following, particularly in the U.S. This strategic collaboration allows Baby Milo to not only expand its global reach but also identify key markets where its influence will grow. By leveraging the cultural impact of both anime and streetwear, Baby Milo positions itself as a leader in driving growth across these international markets.

Baby Milo’s collaboration with Garfield, the iconic American comic strip character turned movie franchise, is another example of how the brand strategically expands its reach. Garfield is widely recognized in the Western world, and by incorporating him into Baby Milo’s signature avatar style—such as Baby Milo sporting Garfield ears—BAPE effectively blends both cultures. This collaboration, like many others, showcases BAPE’s approach of merging both sides equally, capturing the essence of both brands. It demonstrates a balanced fusion where Baby Milo retains its playful, bold identity while paying homage to Garfield’s well-known characteristics. By doing so, the collaboration communicates a seamless integration of each brand’s ideologies, making it both a visual and cultural success.

Another key collaboration for Baby Milo was with Sanrio the Japanese brand behind characters like Hello Kitty and My Melody This partnership merged two iconic Japanese brands expanding their reach in both local and international markets Baby Milo and My Melody were reimagined in BAPE's camo print and dressed in the brand’s signature shark hoodie. This fusion kept both brands' identities intact showcasing BAPE's unique style while staying true to Sanrio’s playful characters. The collaboration highlighted the strength of combining well-known brands to appeal to diverse consumer markets

BAPE B from A Bathin anship and un fers a glimps nto the luxury market while maintaining its distinct streetwear roots The pieces highlight BAPE's ability to evolve while staying true to its iconic style, showcasing its potential to expand into a new upscale scene. With an urban-luxury approach and a grayscale aesthetic BAPE Black blends high-fashion sensibilities with streetwear elements, reinforcing the brand’s versatility and its ability to push boundaries in the fashion world

Bape Black By A Bathing Ape

bape black

BAPE Black also incorporates its conic t-shirt graphcs to appeal to ts established consumer base, seamlessly blendng with the brand’s higher-end market The logo featuring a darkened ape, set aganst a moody atmosphere, creates a sense of exclusivity and sophistcation. This design choice emphasizes BAPE Black's luxury postioning while maintainng the brand's core identty. By strategically targeting their audence with these refined yet familiar graphics, BAPE expertly dfferentiates its market levels, offering a premum product while still resonating with its loyal followers

Brands

Bape black

BAPE reimagines its iconc shark hoodie with a more luxurious twist by incorporating a grayscale verson of its signature camo print The use of a monochrome palette elevates the design, offering a hgh-end, sophisticated look while stll maintaining the recognizable elements of the brand. Ths shift showcases BAPE's ability to merge ts streetwear origns with a more refned, upscale aesthetic, positioning it wthn the luxury fashon market while staying true to its unque style

BAPE Black showcases its craftsmanshp through peces like these jeans, whch embody the brand's dark-genre aesthetic. The patchwork detals add texture and depth, enhancing the overall design whle renforcing the strong grayscale theme

Ths approach highlights BAPE’s ability to blend streetwear with luxury elements, creating a more refined, yet edgy, look The meticulous attenton to detal in the jeans reflects

BAPE Black's dedication to high-end design while staying rooted in the brand's iconc style

A key element of BAPE's strategy is their iconic traners, particularly the Bapesta, whch has become a high-proft tem for the brand. BAPE Black takes this concept further by reinterpreting the Bapesta n ts luxurious, dark-themed style By using dark shades of black with striking white accents, the desgn creates a bold contrast that makes the Bape Black branding instantly recognsable. This attention to detal renforces the brand’s hgh-end positoning whle appealing to consumers who are drawn to the iconc logo and exclusvity The trainers not only serve as a product but also as a symbol of status within the BAPE Black consumer market.

Mastermind BAPE refers to a collaboration between two iconic streetwear brands: Mastermind Japan and A Bathing Ape (BAPE). Mastermind Japan is a luxury streetwear brand known for its bold designs, often featuring skull motifs and a dark, rebellious aesthetic BAPE on the other hand, is a popular Japanese streetwear brand known for its camo patterns the Ape logo and its influence on global street fashion

When these two brands collaborate, they typically release limited-edition items such as t-shirts, hoodies, jackets, and accessories that blend Mastermind’s edgy and luxurious designs with BAPE’s signature streetwear aesthetic. The result is a highly sought-after collection that appeals to collectors and fashion enthusiasts alike.

Mastermind BAPE collaborations are often characterized by high-quality materials unique designs, and a mix of both brands' logos making them exclusive and expensive These collaborations are usually released in limited quantities making them highly coveted

Mastermind A Bathing Ape

Mastermind a bathing ape

By blending these two elements, Mastermind x BAPE creates more than just a product—it creates a level of exclusive identity that consumers are eager to be part of, symbolizing both the luxury and authenticity of the streetwear scene This collaboration speaks to the deep cultural influence both brands have had, offering a collectible piece of fashion history that merges rebellous luxury with street-level culture

Brands

mastermind a bathing ape

The Mastermind x BAPE collaboration showcases the perfect synergy between two powerhouse streetwear brands, blending their iconic visuals into a unique collection. By combining Mastermind’s signature skull motif with BAPE’s iconc Ape logo, the collaboration represents a seamless fusion of contrasting styles. Mastermind’s dark, rebellious aesthetic merges with BAPE’s playful and vibrant graphcs, creating a bold and exclusive collecton that speaks to fans of both brands

This collaboration not only appeals to the shared consumer base but also gives buyers the opportunity to immerse themselves in the identities of both brands. The use of dark, edgy graphics highlights Mastermind’s luxury-driven craftsmanship, while still maintainng the distinct and recognizable style of BAPE. It’s an invitation for consumers to buy into both brands’ unique legacies, allowing them to express their personal connection to the worlds of high-end streetwear and bold graphic design.

AAPE by A Bathing Ape (often stylised as AAPE or AAPE), is a sub-brand of the renowned Japanese streetwear brand A Bathing Ape (BAPE). It was launched in 2012 as a more affordable and accessible line, targeting a younger and broader audience compared to the high-end offerings of the main BAPE label.

AAPE retains the signature BAPE aesthetic, such as the use of bold camo patterns, ape logos, and street-inspired designs, but with a more streamlined and simplified approach to keep prices lower and designs more casual. The brand blends the iconic imagery of BAPE with a focus on street fashion and everyday wear, making it more approachable while still maintaining the signature streetwear vibes that fans of BAPE know and love.

AAPE by A Bathing Ape includes a range of products like t-shirts, hoodies, sweatpants, outerwear, sneakers, and accessories. It’s designed to appeal to consumers who want the recognizable style of BAPE without the premium price tag associated with the main brand. AAPE keeps its streetwear roots intact while offering more versatile, wearable items for a wider audience, all while retaining the high quality that the BAPE brand is known for.

Appe By A Bathing Ape

APPE BY A BATHING APE

Abathingape

Brands

Appe by a bathing ape

Appe has consistently created its own unique graphic designs for its brand, maintaining the iconic aesthetic of Bape but at a fraction of the price. This strategy targets a younger audience, allowing them to tap into the cult following of Bape without breaking the bank. The brand's tshirts, often featuring ape graphics, symbolise the entry point into the world of Bape, enticing consumers with a recognisable design. By keeping their graphics minimal and blending them with various patterns, Appe aligns with streetwear culture and the growing trend of athleisure. These designs seamlessly integrate into both casual wear and current streetwear trends, resonating with a younger generation that embraces the fusion of style and comfort.

Their graphics and t-shirts demonstrate how Bape has successfully crafted a brand that resonates with the younger generation. By offering more accessible options, Bape expands its consumer base while allowing its 'cult' following to continue engaging with a brand they aspire to be a part of. This approach shows how Bape creates clothing that appeals to a broad spectrum of consumers, helping to further cement its name in the market. By lowering its luxury feel, Bape fosters a sense of unity among its customers, encouraging them to remain loyal and continue purchasing into the brand.

BAPY is a sub-line of the Japanese streetwear brand A Bathing Ape (BAPE), designed specifically for women Launched in 2003 BAPY (short for BAPE Youth or BAPE for Young People) aimed to bring BAPEs distinctive style and streetwear aesthetic to a female audience

BAPY offers a range of products similar to BAPEs iconic offerings, including t-shirts hoodies dresses jackets sneakers and accessories but with designs tailored more towards women’s fashion The brand keeps the signature camouflage patterns, ape graphics and bold logos that BAPE is known for but reinterprets them in a way that resonates with women who want to incorporate the BAPE streetwear aesthetic into their wardrobes.

BAPYs designs often include more feminine cuts, color palettes, and embellishments while still maintaining the streetwear edge that has made BAPE iconic Like BAPE BAPY also attracted a loyal following of fashionforward individuals and its limited-edition pieces became highly coveted in the world of street fashion

While BAPY is no longer as prominent as it once was it remains an important part of BAPEs broader cultural influence helping to further establish the brand’s presence in the global streetwear scene especially among women.

Bapy By A Bathing Ape

Bapy by a bathing ape

Brands

Bapy By A bathing ape

Bapy was created to bring women into the streetwear industry, offering clothing and accessories in vibrant, eyecatching colors that celebrate femininity within the space. Recognizing the male-dominated nature of streetwear, Bape launched Bapy as a brand specifically designed to appeal to female consumers, giving them a brand that represents who they are and who they aspire to be in fashion. Although the brand isn’t as active as it once was, its creation highlighted the importance of inclusivity and proved that women belong in any fashion genre they choose. By offering exclusive womenswear, accessories, and footwear, Bapy attracted a consumer market that may not have typically engaged with the main Bape brand, expanding its reach while uplifting the presence of women in streetwear.

Bapy introduces a new consumer market, paving the way for women to enter and redefine streetwear fashion. By offering exclusive colorways of shoes and bags, Bapy attracts consumers who may not typically be drawn to Bape’s traditional drops. The brand serves as a bridge between Bape and female streetwear enthusiasts, creating a fresh take on fashion that celebrates individuality and self-expression. Through its campaigns and collections, Bapy not only uplifts women in the industry but also showcases the power of blending streetwear with bold, expressive design.

Campaigns

Collaborations

2021 2023 2024

Comme des garcon and bape have collaborated numerous times to come together to celebrate their Japanese culture of two well known brands in the international market, theyre able to combine both of their branding from bape with their unique silhouettes from comme des garcon and grey-scale style.

coach x bape

The 2018 collaboration between Bape and Coach featuring Megan Thee Stallion showcased Bapes ability to blend pop culture with streetwear By integrating their iconic graphics and camo Bape successfully introduced womens fashion into the streetwear market, expanding their reach and appealing to a broader audience

New balance x a bathing ape

new balance and bape created a collaboration that showed the way of athlesuire looks while keeping on brand within bape as well they combined both of their consumer levels to from a new way of use to their market level by bringing luxury and athlesuire into one

2023 2024

In 2021, Bape and Comme des Garçons launched their first brand collaboration, merging Bape’s iconic camo with Comme des Garçons' signature grayscale aesthetic. This partnership resulted in a unique, limited-edition camo denim print, which was accompanied by a special release of Bapestas. The collection showcased how two distinct styles can seamlessly blend, demonstrating the power of collaboration in pushing creative boundaries and bringing fresh innovation to streetwear.

In 2023, Bape and Comme des Garçons collaborated once again to create standout looks in celebration of their new store opening in Tokyo and Osaka. This exclusive collection featured signature Bape x Comme des Garçons designs, maintaining a cohesive theme that honored Bape’s iconic Shark Hoodie while incorporating distinctive logos and a refined color palette. The collaboration showcased both brands' ability to merge their unique aesthetics, reinforcing their influence in the streetwear scene.

In 2024, Bape and Comme des Garçons unveiled their latest collaboration, featuring an exclusive Baby Milo teddy dressed in a signature Bape hoodie. The design embraced a grayscale aesthetic, softening Baby Milo’s usual vibrant look while staying true to the collaboration’s refined theme. This release was accompanied by a graphic t-shirt paying homage to Bape’s most iconic collection pieces, all while maintaining the monochrome tones synonymous with Comme des Garçons. The collection seamlessly blended nostalgia with innovation, further solidifying the partnership’s unique fusion of streetwear and highfashion.

Creating this mood board allowed me to dive deeper into the collaboration between Comme des Garçons and Bape highlighting how they seamlessly balance partnership while staying true to their individual identities It showcases a well-thought-out perspective on how they bridge the gap between streetwear and high-end luxury blending urban influences with elevated design This collaboration reflects their ability to adapt and redefine the space they occupy pushing the boundaries of fashion with a unique fusion of style and innovation

Bape x Commes De Garcon

In conclusion the collaboration between Bape and Comme des Garçons exemplifies the seamless fusion of streetwear and high-end fashion Through their thoughtfully designed collections, they continue to push creative boundaries while maintaining the essence of their individual brands From iconic camo patterns to monochrome aesthetics and exclusive statement pieces their partnership reflects a perfect balance of urban culture and luxury appeal This ongoing evolution not only strengthens their influence in the fashion industry but also paves the way for future collaborations that redefine contemporary style.

Bape x commes des garcon

Croquis

reference photo

Creating this croqui has made me realise how Bape and Comme des Garçons have seamlessly blended casual attire with their signature streetwear aesthetic This reflects the ongoing trend of streetwear becoming more accessible in the casual fashion market while still keeping bold branding front and centre to attract consumers and drive engagement Although this is one of the simplest designs I’ve created, the depth of knowledge behind these two influential brands highlights how they reinterpret their identities within collaborations, reinforcing their impact on both streetwear and high fashion.

In conclusion, this croqui highlights the successful fusion of casual wear and streetwear through the collaboration of Bape and Comme des Garçons. By making streetwear more accessible while maintaining strong branding, these brands continue to capture the attention of consumers, driving both interest and sales. This design may be simple, but it reflects the power of two iconic brands to reinterpret and evolve their identities, influencing the direction of fashion and blending high-end luxury with urban culture.

The BAPE x Coach collaboration, launched in 2018, merged BAPE’s bold streetwear aesthetic with Coach’s luxury craftsmanship, creating a unique collection of high-end fashion pieces. The collection featured BAPE’s iconic camo patterns, Ape Head logos, and Baby Milo graphics, integrated into Coach’s premium leather goods like tote bags, backpacks, jackets, and accessories. This partnership allowed BAPE’s streetwear fans to access luxury accessories, while introducing Coach fans to the world of urban street fashion. With co-branded designs and a mix of luxury and streetwear elements, the collaboration appealed to both fashion collectors and trend-conscious consumers, reflecting the growing trend of merging luxury with street culture.

Coach and Bapes collaboration successfully merged two distinct styles blending Coach’s traditionally women-dominated market with Bapes maledominated streetwear. By releasing limited collections this collaboration not only attracted new consumers to both brands but also helped Coach regain momentum after a decline. The partnership created a unique opportunity for consumers to explore both markets driving growth and expanding the appeal of each brand

Coach x A Bathing Ape

In conclusion the collaboration between Coach and Bape effectively bridged two distinct fashion worlds merging womens luxury with streetwear By offering limited collections, the partnership not only rejuvenated Coachs presence in the market but also attracted a broader, more diverse consumer base This collaboration highlights the power of cross-genre partnerships in driving growth and expanding the reach of both brands.

Fashion ABathingape

Coach x a bathing ape

Croquis

reference photo

I decided to create this croqui inspired by my reference to showcase how I can blend a strong visual for a collaboration and campaign. By incorporating Megan Thee Stallion as a reference, I wanted to highlight the influence of pop culture in capturing the attention of consumers from both ends of the market. Using a famous face not only draws attention to the clothing itself but also generates conversation and excitement around the campaign, extending its reach beyond just the product This approach emphasises the power of celebrity influence in amplifying the impact of a collaboration

In conclusion, this croqui illustrates how blending pop culture influences with strong visual elements can create a compelling campaign. By using Megan Thee Stallion as a reference, I emphasized the role of celebrity in attracting attention and generating buzz around a collaboration. This approach shows how a famous face can elevate a campaign, driving conversation and capturing the interest of consumers across different markets, ultimately amplifying the brand's impact.

New Balance and Bape teamed up to create a fusion of athleisure offering a collection thats versatile enough to wear both at the gym and out with friends for sports This collaboration targets New Balance's existing demographic, aligning with their market position while appealing to a broader audience By combining Bapes iconic ape logo with New Balance's branding they introduced a unique new logo for the collaboration The collection also featured Bape's signature camo pattern in various colorways adding a distinctive touch that blended both brands identities seamlessly

the collaboration between New Balance and Bape successfully merges athleisure with streetwear offering a versatile collection that appeals to both fitness enthusiasts and casual streetwear fans By combining their iconic logos and incorporating Bapes signature camo in various colorways the collaboration effectively targets New Balances demographic while broadening its reach This partnership highlights the power of blending functionality with style creating a unique fusion that resonates with a diverse audience.

I created this moodboard to distinctly showcase the athletic side of the New Balance and Bape collaboration with a focus on the trainers and sport attire By emphasizing these elements I aimed to highlight how the collaboration specifically targets New Balances demographic while still incorporating Bape’s unique design elements This approach demonstrates how Bape diversifies its statement pieces focusing on the strategic use of branding and color palettes Through this the collaboration effectively aligns with New Balances consumer base while subtly incorporating Bapes signature streetwear aesthetic to bring a fresh dynamic to the athleisure market

New Balance x A Bathing Ape

In conclusion this moodboard effectively captures the athletic essence of the New Balance and Bape collaboration showcasing the trainers and sport attire that speak directly to New Balance's demographic By focusing on Bapes use of branding and color palettes it highlights how the brand diversifies its signature streetwear style while staying true to its roots This collaboration not only targets New Balances consumer base but also blends the distinct aesthetics of both brands creating a unique fusion of performance and fashion that appeals to a wider audience

New balance x a bathing ape

Croquis

reference photo

I decided to merge New Balance’s and Bape’s looks to create my own croqui, using pieces from the collaboration to form a cohesive outfit

This design showcases how the athleisure elements of New Balance blend seamlessly with Bape’s streetwear style, creating a unified collaboration. I chose to stay within the muted color palette of New Balance to maintain a balance between the two brands, ensuring that the distinct identities of both New Balance and Bape were clearly represented. By doing so, I highlighted the unique fusion of performance-driven fashion and urban streetwear, while keeping a clear visual distinction between the two.

In concluson, this croqui demonstrates how the collaboration between New Balance and Bape successfully merges athleisure with streetwear elements, creating a balanced and unified look By using pieces from the collection and focusing on New Balance's muted color palette, I was able to emphasize the distinct identities of both brands while showcasing their fusion Ths approach highlghts the seamless integraton of performance-driven fashion and urban style, ultimately reflecting the strength of their collaboration and how it appeals to a dverse consumer base.

Pros

Pros and Cons

a bathing ape

Unique & Recognisable Designs

high quality pieces

cultural influence

exclusivity

collaborative

heritage and legacy

variety of market levels

vibrant and colourful designs

streetwear genre strong consumer following

Cons

high prices

counterfiet market

overhyped & overexposed

limited size ranges

not always practical

The Straegey Vault a bathing ape

A Bathing Ape (BAPE) is a renowned Japanese streetwear brand widely recognized for its limited-edition apparel and accessories. The brand's products often command resale prices higher than their original retail value due to factors such as rarity condition and demand This makes BAPE items highly sought after in the resale market, particularly by collectors and streetwear enthusiasts

When it comes to footwear BAPE's Bapesta sneakers are one of the brands most popular items These typically resell for $150 to $300 with limited editions or rare colorways often fetching more BAPE accessories including hats bags and wallets usually range from $50 to $150 depending on how in-demand they are at the time

Market Level Analysis

For BAPE clothing such as graphic Tshirts and hoodies prices typically range from $50 to $200 depending on how rare or sought-after the design is For instance a BAPE graphic print T-shirt in size XS might resell for around $55 down from its retail price of around $100 These prices can go higher or lower based on factors like the designs popularity and the condition of the item

Popular resale platforms for BAPE products include StockX eBay and The RealReal These sites authenticate items to ensure they’re genuine which can make buying and selling easier and safer When figuring out the price of a BAPE item its important to keep in mind the condition (new or excellent condition generally means a higher price) and the rarity of the piece (limited editions or collaborations are more valuable)

Consumer Profile

A Bathing Ape

Consum P f l A Bat

BAPE (A Bathing Ape) attracts a primarily young consumer base with most buyers ranging from 16 to 35 years old The brand is especially popular among men though a growing number of women are also embracing its streetwear aesthetic BAPE consumers typically fall within the middle to high-income bracket, including students young professionals creatives and streetwear collectors Many of them work in fields related to fashion entertainment and social media, where style and personal branding are important

The typical BAPE customer is highly fashion-conscious and influenced by urban culture hip-hop and sneaker trends They value exclusivity individuality and self-expression often using their clothing choices as a way to stand out Their interests include sneakers street fashion music (especially hip-hop and rap) social media and gaming BAPEs limited-edition drops and collaborations with major brands like Nike Adidas and Supreme make their products especially desirable often serving as status symbols

When it comes to shopping behavior BAPE fans closely follow new releases and are willing to pay premium prices either at retail or through resale platforms like StockX Grailed and GOAT They are highly engaged in online fashion communities and forums where they discuss upcoming drops, resale values and styling tips Brand loyalty is strong as customers appreciate BAPEs unique designs, limited availability and cultural influence

Geographically BAPE has a strong presence in major urban areas like New York Los Angeles Tokyo London, and Paris Many of its consumers follow influencers and resellers on social media to stay updated on the latest trends Ultimately BAPEs customer base is deeply engaged with streetwear culture values exclusivity and sees the brand as a way to showcase their personal style

Strengths

A Bathing ape

Swot Analysis

Strong Brand Identity - BAPE is widely recognized for its bold unique designs including camo prints shark hoodies and signature logos

Exclusivity & Hype - Limited-edition releases and highprofile collaborations create a sense of urgency and desirability among consumers

Loyal Customer Base BAPE has a dedicated following, including celebrities influencers and streetwear enthusiasts

Global Presence - Despite being a Japanese brand BAPE has successfully expanded to major fashion capitals like New York London and Hong Kong

High Resale Value - Many BAPE products retain or even increase in value over time making them attractive to resellers and collectors

opportunities

Expanding Collaborations Partnering with more global brands and artists can increase exposure and attract new customers

E-commerce Growth: Strengthening its online presence and direct-to-consumer sales can help BAPE reach a wider audience

Sustainability Initiatives Introducing eco-friendly materials and ethical production practices could appeal to environmentally conscious shoppers

Emerging Markets: Expanding into new regions such as Southeast Asia and the Middle East could drive further growth

Weaknesses

High Prices BAPEs premium pricing makes it less accessible to budget-conscious consumers

Counterfeit Issues Due to its popularity BAPE faces a significant counterfeit problem which can affect brand credibility

Limited Mass Appeal: While exclusivity is a strength it also means the brand caters to a niche audience rather than the mainstream market

Inconsistent Quality Perception: Some consumers feel that BAPEs quality does not always justify its high price points

Threats

Intense Competition BAPE competes with other major streetwear brands like Supreme OffWhite, and Travis Scotts Cactus Jack

Fast Fashion Alternatives More affordable brands may offer similar styles at lower prices attracting budget-conscious shoppers

Market Saturation The overproduction of collaborations and frequent releases could reduce the brand’s exclusivity and impact.

Economic Downturns A decline in consumer spending due to economic instability could negatively affect sales of luxury streetwear.

BAPE (A Bathing Ape) is built on a foundation of exclusivity creativity and cultural influence

Since its inception in 1993 by Nigo in Tokyo the brand has embodied the rebellious spirit of streetwear blending high-fashion elements with urban culture Its ethos revolves around originality individuality and self-expression making it a favorite among those who want to stand out

At its core, BAPE values limited-edition releases and exclusivity, ensuring that each drop feels special and desirable. This strategy has fostered a strong community of loyal fans who appreciate the rarity and status associated with the brand. BAPE also thrives on collaboration and innovation, frequently partnering with global brands like Nike, Adidas, Supreme, and even unexpected names like CocaCola and Marvel. These collaborations reinforce the brand’s forward-thinking nature and cultural relevance.

BAPE (A Bathing Ape) has cemented its place as a leader in streetwear, combining exclusivity, creativity and cultural relevance. With bold designs and highprofile collaborations, it attracts a loyal following that values individuality and status. Despite challenges like high pricing and competition, BAPE’s ability to evolve while staying true to its ethos keeps it relevant. By expanding globally, embracing sustainability, and strengthening its digital presence, BAPE is set to remain a dominant force in street fashionforyearstocome.

Ethos

BAPE is deeply rooted in hip-hop sneaker, and street culture aligning itself with music artists athletes and influencers who embody its bold and unapologetic style The brands designs including its signature camo prints, shark hoodies and oversized logos reflect a fearless approach to fashion that challenges traditional norms

BAPE’s motto is “Ape Shall Never Kill Ape”This phrase represents unity respect and loyalty within the streetwear community It reflects the brand’s philosophy of camaraderie among its followers while reinforcing the exclusivity and culture surrounding BAPE The motto aligns with BAPEs identity as a brand that stands out but remains deeply connected to the street fashion scene.

Despite its high-end pricing, BAPE continues to attract a dedicated following due to its commitment to quality trendsetting designs and exclusivity. As streetwear evolves, BAPE maintains its ethos by staying true to its unique identity while adapting to new cultural and fashion trends

BAPE has consistently collaborated with major brands like Nike, Adidas, Coca-Cola, and luxury names like Louis Vuitton. This trend of highprofile collaborations is likely to continue as it helps the brand maintain cultural relevance and exclusivity

With the rise of the metaverse, BAPE is expected to explore digital fashion and NFTs. The brand has the potential to create virtual clothing and exclusive NFT drops, tapping into the growing intersection of fashion and digital spaces

FTrendorecasting

BAPE has been a pioneer in creating a sense of scarcity by releasing limited-edition items This strategy has become a key trend in streetwear, driving demand and ensuring the exclusivity of its products. Limitededition drops will continue to be a part of BAPE's core strategy.

Trend forecasting

Streetwear’s increasing influence on high fashion is a trend that BAPE has embraced. The brand’s ongoing collaborations with luxury brands and involvement in global fashion events points to the continued rise of streetwear in the luxury fashion world.

The brand has forecasted and maintained its signature bold graphics, including the APE Head logo, camo prints, and the Shark hoodie These signature designs will likely continue to dominate as they resonate with the brand's loyal customer base

While BAPE has traditionally catered to a more niche audience, the growing trend of genderfluid and inclusive fashion could see BAPE expand its offerings in more inclusive sizing and unisex designs.

BAPE highlights their upcoming events on Instagram, where they promote new products and collaborations directly to their consumers These announcements are presented with innovative visuals and striking graphics capturing attention and reinforcing the brands cutting-edge aesthetic This approach keeps their audience engaged and excited for what’s to come, all while maintaining the distinct bold style that defines BAPE

Social Media Instagram

BAPE consistently showcases their new and upcoming collections on Instagram maintaining the brands signature graphic-heavy designs while adapting to emerging trends By staying true to their iconic motifs and aesthetic they continue to evolve signalling to their audience whats next in streetwear culture

When BAPE drops a new collaboration their Instagram is always the first to announce it providing a direct line of communication with their audience This strategy not only keeps consumers informed about upcoming releases but also ensures that the brand maintains a strong visual presence By using bold graphic imagery BAPE creates a dynamic connection between their activities and their followers keeping them engaged and excited for whats next.

BAPEs Instagram consistently features its iconic graphic designs and camouflage patterns creating a unique visual language that defines the brand By incorporating these signature elements BAPE not only reinforces its distinct aesthetic but also introduces a new era of graphic style This ongoing theme allows the brand to effectively promote its products while staying true to its roots making their posts instantly recognisable and keeping their audience engaged with fresh dynamic content

BAPE was once an exclusive, hard-to-get brand, but increased availability has diluted its exclusivity.Frequent collaborations and restocks make it feel less premium than before.

BAPE was once a major player in hip-hop and sneaker culture, but newer brands like Travis Scott’s Cactus Jack, Fear of God, and Supreme now dominate the conversation.

Bape operates in a maledominated streetwear industry with limited representation for women. The decline of Bapy further highlights this gap, emphasising the need for more inclusivity in the space.

Ethos The Gaps

Repetitive fashion , Heavy reliance on camo, shark hoodies, and loud graphics makes many collections feel redundant.

Streetwear is evolving towards oversized, minimalist, or tailored fits, while BAPE still sticks to its classic, baggy cuts. Competitors like Stüssy have adapted better to modern fashion trends. Many fashion brands are entering the digital fashion and NFT space, but BAPE has not fully leveraged this opportunity.

What Am I TakingAway?

Through my research into BAPE’s campaigns, ethos, and market positioning I’ve gained valuable insights into the brand’s approach and identified key gaps in the market It’s clear that streetwear has predominantly been a male-dominated space and while BAPE has pioneered its own strategies to navigate this their women’s brand, Bapy, has not seen the same level of growth or hype in recent years As I develop my understanding of where I want to take my own campaign, Im focused on how I can create visuals and pieces that address these gaps, while also bringing a fresh perspective to the industry.

Bape has a collaborative aspect within their brands across everyone, baby milo being it’s main contender, I want to push forward that narrative of incorporating bape avatars and graphics into my campaign to signify a strong connection of the brands strengths and also developing my own work and expanding on my creative vision.

As I begin to develop my concept strategy I aim to refine the details of my research to expand on a strong visual direction. This will allow me to clearly identify key areas where I can push my narrative further and create a more impactful visual story.