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INDEX Market Position Current Situation Communication Background Message Target Market Objectives Tone of voice Inspiration Editorial Lookbook Print Web Past Communication


Founded: 1962 Founders: Yves Saint Laurent / Pierre BergĂŠ Creative Director: Anthony Vaccarello Headquarter: Paris, France Logo designed by A. M. Cassandre


Market

position The brands position allows operating and revealing the market key competitors. Saint Laurent is focused on the younger market thus luxury market. According to benchmarking the brand could be positioned on a line with Karl Lagerfeld or Alexander McQueen. Brands mentioned above are describing the main key competitors that the brand is currently facing. The brand Luis Vuitton is representing indirect competition on the luxury market. The Saint Laurent is aware of the indirect competition.

Current situation The aim of this project is to create a new focus of Saint Laurent. The scope will be orientated on the equality between genders. The fashion lines will include male fashion items transformed into female features worn by women. The editorials will include feminist activist and participants for gender equality. The project will try to collaborate with the current spirit of the brand enriched by the cultural issues that the world is facing nowadays expressed through the new fashion line. In the following chapters the project will clarify the confusing message that the brand is reflecting on consumers.


Communication background The signature of Saint Laurent is represented by black and white visual. The background of each campaign is usually natural and plain. The concept is stated by simplicity and detail that underlines the product. The unique and most selling product is represented by original leather bikers jacket. The aim of Saint Laurent is to differentiate it self from other French fashion houses. The support was founded within many musicians that wanted to participate in Saint Laurent’s fashions shows and ads. The idea is to reflect the models and the musicians as idols. The advertising is adapted to contemporary customers that base their expectations on controversy. The commercial placement is published in selected fashion magazines such as Vogue and Elle. The brand products are carefully shared. The brand is selecting suitable participants that are allowed to photograph Saint Laurent designs. The social media communication is updated to the latest trends. The brand is participating in social platforms such as Facebook, Instagram & Pinterest that allows sharing communication content easily. The communication strategy in the upcoming campaign will underline the topic of gander equality and feminism. The idea is to create fashion designs that take inspiration in the male clothing transformed into female body shapes and worn by women. The aim is to create a strong communication message that will be connected to already existing brand values and support them. The brand will establish powerful subculture through the latest fashion line.


The Message The Saint Laurent is considered as a fashion brand with a very strong and unique message. The crucial topic at the moment is considered gender equality supported by feminist activists. Since the beginning the brand achieved fast growth and success. The strategy is to differentiate from other fashion brands with strong messages and content. According to the current situation of Saint Laurent, the new fashion line will be constructed with gender equality ideals and feminist thoughts. Through this new campaign the brand will try to underline the coordination between the masculine and feminine. The designed items will reflect power within female body and will create sub culture that support ideas mentioned above. The designs are inspired by men’s wear that is transformed into female body shapes. The entire collection is addressed to women that are comfortable with their own body shapes and are not afraid to stand out.


The Target Market The company is focused on younger target market characterized by the generation Y customers and higher. Traditional customer represents the target audience with minimalistic style completed by extraordinary idea and design. The ideal customer over the age of twenty-five with income that allows them to invest into luxury items. The target is considered as upper middle class with sense of urban style and dress to impress. The products are addressed to both genders with higher income. The style is addressed mainly for French customers with individual lifestyle. The persona is characterized by fashion leaders with young and urban spirit.


The Objectives The aim is to create awareness upon new upcoming collection that is represented by a strong ffmessage. The collection is refering to female empowernment and femininity. The new designs are adressed to women who are comfortable with who they are and who are no affraid to stand out for their position. The editorial is called The Gardens of Ergo. The Ergo comes from a latin origin and means „therefore“. The designs will support new image of fashion that is heavely influenced in masculine patterns. The tone of voice will consist from three segments. The first will talk to women in knowledgeable form. The second will construct empowernment. The third will refer to proactive tone of voice. The Inspiration The Saint Laurent new collection will stand for minimalistic style that reflects male shapes and patterns. Due to the strict female designs, the collection will create awareness upon its unique customers. The items will be supported by the strong gender equality message. The insporation came from current cultural and social issues. The main protagonist for upcoming collection is represented by Patti Smith, an American poet and song writer that represented innovative wave of punk. Her individual style is underlining the contemporary woman that is not afraid to stand for her rights.


The Editorial is inspired by the life of Parisian women. The goal is to reveal a strong relationship between two female. The clothes represented in the editorial are outlining a piece of upcoming collection. The models will be wearing male inspired clothes through the streets of Paris and the gardens of Chateau de Versailles. The flowers in the pictures will be a specific symbol of feminity. The shooting will be done in one day when the two chosen models will be walking infront the camera and expressing deep thoughts and emotions through faces and the way they will wear the items.

Current Editorial Styled by Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Gardens of Ergo

Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


The Stylist Karla Welch & Kemal Harris are known for their elegance. Welch made several Balenciaga, Saint Laurent and Dior looks for campaigns. ‚‚Facility went against the obvious; we created a story of elegance and didn‘t fall into trends.“ Their high lack for innovation is suitable for upcoming Saint Laurent collection. Their personality will breath in a strong spirit that will be noticable and memorable. Together they will underling the brand persona and the message of upcoming campaign. The Models Freja Beha Erichson is known for her androgynous style. She became a No.1 muse of Karel Lagerfeld. Her personal style is represented by the eighties and old-school items. The visual attributes are suitable for upcoming editorial especially by including the young free spirit. Lara Stone is a powerful looking model that would complete the editorial with her perfect visual curves. Both models will express sophisticated feeling in their faces. The MakeUp & Hair Jillian Dempsey & Harry Josh are both know for their remarkable harb work in high fashion industry. They will bring a unique and innovative looks to the models. The editorial will be constructed by professionals with free spirit. The Preparation The places will be manly outside in the streets of Paris but also in the divine gardens and interiors of Chateau de Versailles. The models will be running through the gardens and enjoy time of being. The Retouching All pictures will be taken in color and then converted into black and white photographies with similar white balance that will be suitable for the new editorial.


Locations Chateau Versailles Paris - Centre Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


The Photographer Peter Lindbergh is a well known German photographer and film director. His camera have seen milions of famous faces or faces that became famous. His incredible talent and lack for creativity and scenography is perfect for upcoming Saint Laurent collection. The new form of realism will reveal unique beauty and personal style. ‚‚This

should be the responsibility of photographers today to free women, and finally everyone, from the terror of youth and perfection.“ His per-

sonal opinions goes perfectly hand in hand with the message that the upcoming collection is holding.


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


The New Collection took inspiration in male fashion, specifically in male traditional items such as coats, shorts, blazers and suits. The idea is to transform male items into shapes that would perfectly fit to female body. The upcoming collection is represented by minimalistic items that have always something iconic. Freja Beha Erichson is the model No. 1 for this collection. She represents the icon Patti Smith where I took inspiration from for the new line. Her strong personality evokes lack for freedom in the audience.

The items are addressed to females with independent styles and strong personalities. The clothes are aiming to underling the women liberation and gender equality.


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


Photographer Peter Lindbergh Styling Karla Welch & Kemal Harris Make up Jillian Dempsey Hair Harry Josh Models Freja Beha Erichsen Lara Stone


The Print The inspiration for the printed verison came from the visuals of a bible. The historical set of rules and believes bounded with the message of upcoming collection. The fromat A4 was chosen to underline the contrast between the minimalistic text and space surrounding it. The black and white version is representing basic characteristics of Saint Laurent Paris. The paragraphs in the middle are ment to make the reading more easy and comfortable. The printed version will be similar to a bound of a book that will support the joy of reading.


The Web is a representation of the new collection. It reveals and supports the share of the message. The female empowerment represented by the upcoming designs is listed on the site. The visual side of the web is created in black and white to refer to the brands origins and standards. The categories are simple and easy to find. The first category is the home page describing the main focus. The second category is the editorial with visuals of a small presentation. The collection has its own category with images to set an example. Saintlaurentweb.wordpress.com

Saint Laurent Paris  
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