Break Free Givenchy In Design 5FAMK003C by Almudena Solano Robledo

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“Break Free” Almudena Solano Robledo BA Fashion marketing & communication, Level 5, 2019-20 5FAMK003C Visual and Video techniques CWK1 Nicolas Godon Word count: 1973

Content Corporate profile Editorial brief Givenchy Break Free Catalogue Minisite Bibliography

COR P OR A T E P R O F IL E

t s o m e h t s "It i b in the o j l u s f s e i u n a i p be p a h e v i g o t d l r wo " . e l p o e p o t

HISTORY It is important to mention that he was the first high

was announced as artistic director.

fashion designer to create a luxury ready-to-wear clo-

During Givenchy’s life as a brand,

thing line called “Givenchy Université”; it was produced

their most famous ambassador was

in Paris using American machinery (“Givenchy” 2019).

Audrey Hepburn, who appeared

Givenchy’s first collection for men was launched in 1969

wearing Givenchy pieces on movies

and it was called “Gentleman Givenchy”. Hubert also

like Breakfast at Tiffany’s and Sabri-

designed a collection dedicated to Georges Braque

na.

and Joan Miró in 1971 which were embroidered coats. Today, celebrities like Elizabeth This period brought various additions to the House

Taylor, Princess Grace of Monaco

of Givenchy for instance, shoes, jewelry, ties, tableware

and Beyoncé have expressed their

and kimonos. Lastly he left the company in 1995 and

love for the brand and have been

was succeeded by some creators like John Galliano

gifted custom made garments and

and Alexander McQueen amongst others (“Givenchy”

accessories. The singer, Ariana

2019). In 2005, Ricardo Tisci became the creative direc-

Grande just became the face of

tor of womenswear until 2017 when Clare Waight Keller

their FW19 campaign.

" Each of my garments is something special in itself. You give all your energy to each piece, to each creation, and I have no favourite. I love all of them equallyy."

MARKET POSITION Givenchy is part of the LVMH group which help them achieve a stable market position since 1988. Now a days it is one of the strongest competitors in the luxury market, with ready-to-wear and couture collections for men and women as well as a beauty line with makeup, skincare products and fragrances (“Givenchy, High End Ready-ToWear For Men And Women - Fashion & Leather Goods - LVMH” 2019). This luxury label has prices that go from 80€ in their beauty line and 200€ in their ready to wear pieces. Givenchy’s current main competitors are Balenciaga, Balmain and Yves Saint Laurent which are all competing in the high-end luxury market as well. It is important to mention that they are all attempting to target the younger generations (“Givenchy Exposed” 2019).

CURRENT SITUATION As previously said, Givenchy is owned by LVMH. This luxury conglomerate had an overall revenue of €46.8 billion in 2018. They stated that they had an organic revenue growth of 10% in the third quarter.

COMMUNICATION BACKGROUND

Ariana Grande. These posts, on the contrary, portray a more relaxed and young feeling. The aesthetic is very plain and inconsistent with overpowering colors like black and white

Givenchy’s new focus is to attract younger

and in some exceptions, pink and red. As

audiences (from 16-28), as the new brand’s

previously said, models are stiff and serious,

face is Ariana Grande who has a similar au-

almost creating a boring environment throu-

dience age range to what they are looking to

ghout the whole feed. This is the main reason

approach. Analyzing posts of the brand’s di-

why this brief will focus on creating a more re-

fferent social media accounts, it can be disco-

laxed, young, attractive and fun environment

vered that they are uploading many pictures

throughout Givenchy’s social media.

with plain backgrounds and serious models with stiff postures.They are also creating a lot of content for #ARIVENCHY which features

COMMUNICATION TASK The task will be to make Givenchy more dynamic within their content and hire specific models and dress specific celebrities to attract a younger audience and give the brand a fun aspect. Another important objective, is to involve the brand in current cultural movements like acceptance and equality. Givenchy will feature models with expressive faces and extrovert personalities as well as photoshoots with men and women interacting with each other. This campaign will express acceptance, self-confidence and also imperfection. Givenchy’s new ideal woman will be fun, imperfect, powerful and with a positive attitude, instead of their current idea of perfect, polish and stiff models. We are looking for keeping the brand’s essence and exclusivity but with the approach of relatable, inspiring and inclusive to the younger audiences.

" It is the m ost beautiful job in the world to g ive happiness to people."

TARGET

Givenchyâ&#x20AC;&#x2122;s current target is men and women between 20 to 50 years old. They have high income and live in the city. They enjoy eating out in expensive restaurants with friends. They care a lot about their image and always keep a clean look. These people are most likely to work as a lawyer or as a stockbroker. Their interests are fashion, sports, traveling and meeting new people. On the other hand, this campaign will be focused on men and women from 15-28 years old. They have a bold, elegant and fun style. These people enjoy owning their style and being different. They always like to stand out and have a strong personality that everybody notices. They have a lot of self-confidence and will do anything to prove it. They take care about their aspect and will frequently treat theirselves with face masks or massages. This campaign is designed for people who look for standing out and owning their personal style.

GOALS

The main goal is to give the brand a youthful and relaxed look and this will be achieved through the content, which will communicate self-confidence and self acceptance. Furthermore, it is desired to connect with a younger target and make them think about Givenchy as a brand which is not afraid to be stand out with its unique qualities. It is also desired to make the brand relatable to its target.

WHAT TO DO

WHAT NOT TO DO

BR EA K F R EE E D I T OR IAL BR I E F

BR EA K F R EE The editorial has an environ-

ment of uniqueness, self- expression and freedom.

" If fashion i s good, it has n o epoch." THE CONCEPT

Feelings of freedom and self expression should be transmitted through the editorial. Photographs will be edited in black and white and must project movement and imperfection through the posses of the models. Everybody should feel free to be themselves as freedom is the main concept. The look of the editorial will stay with the brandâ&#x20AC;&#x2122;s aesthetic; simple and minimal but the photography will be totally different.

THE STYLIST: SAMANTHA BURKHART The styling will be done by Samantha Burkhart. She is a very well known stylist who has worked with Sia, Rosalía, Maddie Ziegler, Christina Aguilera and Billie Eilish just to mention a few. She was selected for this campaign due to her previous work styling these artists. She is known for having a minimal, versatile and playful style. She has done incredible album artwork, advertising campaigns and amazing red carpet looks (“Samantha Burkhart | The Wall Group” 2019).Her styling has a similar aesthetic to Givenchy’s previous works. She is renown on social media and has also worked for recognized brands. Samantha has more than 44k followers on Instagram, hence she is a great fit for the brand. As she has a strong background, Givenchy will leave the whole styling decisions up to Samantha. She will be given as many pieces of the collection as she wishes in order to fulfill all the brand’s expectations.

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THE PHOTOGRPHER: JUERGEN TELLER Juergen was selected as the photographer for his style. He is known for having a minimalistic, ‘amateur’ and humanizing aesthetic. He also follows the idea ‘beauty of imperfection’ which fits perfectly into the context of this campaign, as the main theme is self love and imperfection.

Juergen has worked for very prestigious brands and magazines like Celine, Valentino, Calvin Klein, W, Vogue and iD just to mention a few (“Juergen Teller” 2019). His ideology and photography style, are exactly what it is desired for this campaign hence, Givenchy will hire him to create the editorial more naturally.

THE MODELS

The models need to be people who are able to express themselves in a variety of poses and face expressions, but always keeping Givenchyâ&#x20AC;&#x2122;s image. Also, in order to connect better with the younger audiences, it is desired to have young and trendy models of different ethnicities and most importantly, with different body shapes. The selected models are: Cara Delevigne, Kendall Jenner, Ashley Graham, Lucky Blue Smith, Jon Kortajarena, Geron McKinley and Coco Rocha.

MAKE-UP AND HAIR Gucci Westman will perform as the makeup artist and Jen Atkin as the hair stylist. These two talented women were chosen because of their particular style which matches correctly with the brandâ&#x20AC;&#x2122;s aesthetic. Gucci Westman has created looks for Nina Ricci, Proenza Schouler and Behnaz Sarafpour. She has also worked for brands like Oscar de la Renta, Missoni, Donna Karan, EstĂŠe Lauder, Gap and Ralph Lauren (The Business of Fashion, 2019). On the other hand, Jen Atkin is an American celebrity hairstylist. She has worked for people like the Kardashians, Katy Perry and Bella Hadid. She was a signature look which is wavy messy hair and it is mainly what this editorial is aiming for.

LOCATION The editorial is going to happen inside a dark loft with little lighting as well as some pictures outside around the city. The props are going to be a leather couch, a rug and Givenchyâ&#x20AC;&#x2122;s new collection of handbags. The pictures taken at the loft and outside, will be used for the editorial. Also, the second indoor shooting will be in a professional set and these pictures will be used for the catalogue. The locations selected will give the models freedom of movement, which is the main concept for the editorial. The day of the photoshoot, models, photographers and staff will receive food and beverages all day long. The whole team will be able to grab food whenever they want. Furthermore, music will be played as a source of inspiration for models. It will also make everybody feel more comfortable.

CA T ALOGUE

The concept of the catalogue has the same essence as the book itself. It will be an A5 document with a white leather cover and black thread sewn to bind it. Every look will be photographed in black and white to keep the same aesthetic. The models will make several poses and expressions in order to capture the nature of expressing yourself and being free. Furthermore, people will find descriptions of the outfits and quotes along the whole catalogue to align it with Givenchy Break Free.

Photographer: Juergen Teller Styling: Samantha Buckhart Makeup and hair: Gucci Westman Look: GIvenchy Break Free

M IN I SI T E https://breakfreegivenchy.home.blog

The concept of the mini site is clean, minimalistic, black and white with highlights of red throughout the website. Users will be able to find basic information about the campaign, the catalogue itself, the inspiration behind the whole campaign, the team members such as photographer, makeup artist and stylist. Also, there is an interactive page in which people are able to upload their own artwork to have a chance of being featured and produced as one of Givenchy next seasonâ&#x20AC;&#x2122;s t-shirt. This website will meet Givenchyâ&#x20AC;&#x2122;s goals of connecting with a younger audience and encourage self expression.

R E FER ENCES

“Givenchy”. 2019. En.Wikipedia.Org. https://en.wikipedia. org/wiki/Givenchy#History. “Givenchy, High End Ready-To-Wear For Men And Women Fashion & Leather Goods - LVMH”. 2019. LVMH. https://www. lvmh.com/houses/fashion-leather-goods/givenchy/. “2018 Full Year Results - LVMH”. 2019. LVMH. https://www. lvmh.com/shareholders/agenda/2018-full-year-results/. “Samantha Burkhart | The Wall Group”. 2019. Thewallgroup. Com. https://www.thewallgroup.com/artist/samantha-burkhart. “Juergen Teller”. 2019. En.Wikipedia.Org. https://en.wikipedia.org/wiki/Juergen_Teller. The Business of Fashion. (2019). Gucci Westman is part of the BoF 500. [online] Available at: https://www.businessoffashion. com/community/people/gucci-westman [Accessed 13 Dec. 2019].