Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Le Coup de Soleil - JACQUEMUS Mock Ad
Le Coup de Soleil - JACQUEMUS Mock Ad
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
LEVI'S MODERN HERITAGE
Capsule Collection
Modern Heritage is a capsule collection for Levi's, based on the origins of the brand, inspired by denim and cowboy silhouettes we decide to create a collection composed by 4 main garments. We analyzed data and created an assortment and marketing plan to promote the Modern Heritage collection.
2020
In Collaboration with: Sofia Castro Panesso
LINE LIST
ABOUT THE BRAND
1852, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them "blue jeans."
What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces were the clothes people not only worked in—they lived their lives in. They consider their jeans the purest wearable form of authentic self-expression.
Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. They are also home to Dockers® and Denizen®.
500
Stores
100
Countries
"They bear the markings of life, the shapes of our bodies,
the memories of our adventures."
CUSTOMER PROFILE
BRIEF INTRODUCTION
DEMOGRAPHIC
Levis has a wide range of customers, from young college students who appreciate the vintage and stylish looks to mature consumers that appreciate the excellent and durable quality of denim.
Ages 17 - 35
GEOGRAPHIC
Their target market is mainly located in North America, in
urban settings.
PSYCHOGRAPHIC
Levis is for strivers, thinkers, and pursuers.
Their customers are from the middle to upper-middle-class segment.
They utilize Instagram, Snapchat, Tik Tok, and Facebook.
Based on the emblematic use of denim in American Western wear and its lifelong connection with the Levi Strauss brand, we decided to create a capsule collection that taps into nostalgic elements of denim for a contemporary consumer. Inspired by the origins of durable workwear, denim has become not only the main focus of the brand but as well of this collection. Cowboy silhouettes mix with key streetwear elements to showcase the longevity of denim as a wardrobe staple.
"Modern Heritage" targets young and innovative consumers that appreciate American classics that fit into their quality assurance—launching this limited-edition collection in Fall/Winter 2021 to energize traditional winter styles. The Levis team will focus on selling quality, timeless designs and youth pieces that will bring Western culture to life.
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LINE LIST
DENIMACH LTD
Bangladesh, United Arab Emirates
Top Products:
Jackets, pants, and shorts.
Denimach Ltd establishes in 2005, and has become the main denim manufacturer for many brands such as Levi’s, GAP, Benetton, and H&M. They have about 36 sewing lines covering over 470,880 sq. feet and an ultra-modern in-house laundry with a state-of-the-art biological effluent treatment plant.
2,239
SHIPMENTS
ASSORTMENT PLAN
MODER HERITAGE COLLECTION
FALL / WINTER 21
TOTAL LINE PLAN
UNIT BREAKDOWN
LAUNCHES AUGUST 2021
BRANDING AND MARKETING
PACKAGING
ADVERTISEMENTS
WEBSITE & INSTAGRAM
PRINT AD
LAUNCH PARTY
Las Vegas, U.S.A
PERFORMING ARTIST :
Vance Joy
Our main event will be an afternoon event based around a modern country theme. Set outdoors for an easier flow of people in these times of COVID-19, with a limited guest list, while making sure to send out invites for a live zoom of the event to the rest of our guests.
Activities like a denim and cowboy hat personalization station for shopping, an open bar, and country inspired games, will entertain our public. Our physical guest list will focus on fashion press, models like Haley Bieber, key influencers, and current celebrity partners.