LOVE AESTHETICS BRANDBOOK
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LOVE AESTHETICS BRANDBOOK
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CONTENT Introduction Personalia Statistics Vision Love Aesthetics HQ Modeling Photography D.I.Y. Styling Core values Contact
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INTRODUCTION The fashion blog Love Aesthetics started as the brainchild of Ivania Carpio van Osch (Utrecht, 1988) and quickly grew into an international success in the blogosphere. Love Aesthetics blogs about upcoming designers, explains unique D.I.Y. (Do It Yourself) projects and posts pictures of her outfits. The style of Love Aesthetics can be described best as basic, minimalistic and a bit odd. You can recognize her by her pale blue eyes, her pastel coloured locks and porcelain skin. Love Aesthetics has worldwide 300.000 unique visitors per month. This number is growing exponentially. This brandbook aims to elaborate on the vision, visual identity and unique skills of Love aesthetics as a brand. This book can be used as an extensive business card for Love Aesthetics. It is available both online and offline.
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PERSONALIA Name
Ivania Carpio van Osch
Date of birth
11.05.1988
Blog name
Love Aesthetics
Blog URL
www.love-aesthetics.blogspot.nl
Blogging since
July 2010
Hometown
Utrecht, The Netherlands
Education
Bachelor of Journalism
Jobs Blogger at Love Aesthetics Guest editor at NSMBL.nl. Freelance stylist, photographer, D.I.Y’er, journalist and model.
Working at Dutch fashion label Land.
Tattoos Two. One lineair line on lower right arm and one black square above the right ankle. Speaks Dutch, English and Spanish
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STATISTICS www.love-aesthetics.blogspot.nl 300.000 unique visitors a month 7.476.210 visitors since start (July 2010) 16.895 likes on Facebook 9.100 lovers on Bloglovin’ 7.815 friends on Google Friend Connect 5.518 followers on Instagram 4.000 followers on Twitter 50.8% of the readers is aged between 18-24 year
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‘The idea of living with the bare essentials is something that appeals to me very much. The thought behind it even more than its aesthetic. As I believe it is a durable alternative and the antidote to over-consuming.’ IVANIA CARPIO VAN OSCH
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VISION Love Aesthetics believes that minimalism is much more than a temporary fashion trend. Minimalism is about the essence of things, stripping away everything until the necessary remains. Love Aesthetics forces you to think twice about fashion and products, shapes and materials we surround ourselves with. Love Aesthetics approaches minimalism as a lifestyle, a concept that can be applied to every aspect of life.
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‘It was never an ambition to turn the blog into my job, it just kind of grew into it. Keeping up with all the emails, events, coming up with great content on a constant basis and working on side projects is almost impossible to do in a few hours on the weekend. Keeping up with all that takes up as much time as a full time job.’ IVANIA CARPIO VAN OSCH
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Love Aesthetics HQ Love Aesthetics is more than a blog. It is a one-man business where ideas are born, projects are executed and creativity is turned into a profitable business. Love Aesthetics is the medium from where collaborations and projects are born. Companies contact Love Aesthetics for possible collaborations and freelance projects. Love Aesthetics offers a varied range of skills. From styling to modeling and photography to D.I.Y./design related projects.These skills are described on the next pages.
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MODELING With 300.000 readers a month the face of Love Aesthetics is well known in the blogosphere. Ivania’s pastel coloured locks, porcelain skin and pale blue eyes are one of a kind. When Love Aesthetics supports and believes in a company (and their products) that asks her to model there are opportunities for a photoshoot or video. But, it does not automatically mean that it will get exposure on Love Aesthetics itself.
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‘The blog name Love Aesthetics comes from my obsession with the appearance of things. That could be a building, a person or a pair of shoes. Appearances aren’t always superficial. There is always a reason why things or people look the way they do.’ IVANIA CARPIO VAN OSCH
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PHOTOGRAPHY Love Aesthetics has its own distinctive style of photography. A photo by Love Aesthetics can be recognized by the use of natural lighting and shadows, white or concrete backgrounds and a blue hue. Most photos are slightly overexposed to create a clean feel to them. Love Aesthetics offers possibilities for photography projects on a freelance basis. This could be a photoshoot or a visual report for both online and offline media.
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GREY May 2011
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BLUE LAGOON May 2012
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LILAC July 2011
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‘My ideas are born as solutions to problems. If I need a clothing rack, I make one. If I need shorts, I look for a garment to cut. I am really impatient, if I get an idea for an outfit and am lacking a piece, I do not want to wait until I find one in a store, I find a solution into making one right away.’ IVANIA CARPIO VAN OSCH
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D.I.Y. Love Aesthetics is renowned for blogging about D.I.Y. (Do It Yourself) projects. From jewelry and clothing to beauty and furniture. Nothing is too ambitious. The unusual choice for materials is characteristic for Love Aesthetics. Materials such as neoprene, plexiglass and iron pipes from the local hardware store are used for making clothing, jewelry and even furniture. Several (online) magazines have featured these popular D.I.Y. projects. Besides the D.I.Y. posts on Love Aesthetics Ivania writes a monthly D.I.Y. project on Dutch fashion website NSMBL.nl. Love Aesthetics offers possibilities for D.I.Y. workshops or written D.I.Y. articles accompanied with photos.
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D.I.Y. Video case clutch
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D.I.Y. Painted jeans
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D.I.Y. Clear side table
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STYLING Styling is one of the strongest assets of Love Aesthetics. A mixture of modern basics, monochromatic colours, simple white shirts and industrial metal accessories created a recognizable uniform that is typical for Love Aesthetics. If you take a closer look, there is always something that looks a little odd. Love Aesthetics offers possibilities for freelance styling projects for (editorial) photoshoots, lookbooks or a ‘live’ styling session during events. Love Aesthetics has done several styling assignments for ASOS Magazine, Avelon, Nasty Gal, Modefabriek and Land. Love Aesthetics offers styling possibilities for online and offline media.
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‘Stop buying unnecessary things. Toss half your stuff, learn contentedness. List 4 essential things in your life. Stop doing non-essential things. Do these essentials first each day. Clear distractions, focus on the moment. Let go of attachment to doing and having more. Fall in love with less.’ MNMLST.COM
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CORE VALUES Independence, editorial freedom and honesty are core values of blogging. It is what makes blogs so relevant and sets them apart from any other medium. Love Aesthetics sticks to these values and aims to remain completely transparent. ‘All the advertisements on Love Aesthetics are from companies that I support, whose philosophies I believe in and whose products I know.’ Gifted items and clothing can be recognized by being referred to as ´a courtesy of´ or ´gifted by´. When accepting and blogging about these free gifts they should align within the aesthetic and quality standards of Love Aesthetics. Editorial space is not sold on Love Aesthetics. Every blog post is written by Ivania, is approached in a journalistic way and is never influenced by commercial interests.
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CONTACT For general questions regarding Love Aesthetics please contact: ivania@loveaesthetics.com For press features, collaborations and advertising inquiries please contact: info@loveaesthetics.com You can find Love Aesthetics on: Facebook.com/Love-Aesthetics Twitter.com/Love_Aesthetics Bloglovin.com/en/blog/306687/love-aesthetics Instagram.com/love_aesthetics
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